How to Solve TELUS Case Interviews

 

TELUS case interviews typically give you 48 hours to analyze a business problem and develop recommendations, which you then present to a panel for 15-20 minutes followed by Q&A.

 

Here's exactly how to approach these cases step-by-step.

 

Step 1: Clarify the Problem (during your 48-hour prep)

 

Start by calculating the financial impact of the problem. This establishes why it matters and gives you a baseline for evaluating solutions.

 

Read through all the case materials carefully and identify the core business issue. Ask yourself: What exactly is TELUS trying to solve? Is this about growing revenue, reducing costs, entering new markets, improving customer metrics, or addressing competitive threats?

 

Then quantify the problem's impact using the data provided. Calculate relevant metrics such as:

 

• Lost revenue or profit
• Increased costs
• Market share decline
• Customer lifetime value at risk
• Opportunity cost of inaction

 

Write out every calculation step-by-step. These numbers will anchor your entire analysis and you'll need to defend them during Q&A. Make sure your math is accurate and your assumptions are clearly documented.

 

Frame the problem in business terms that matter to TELUS executives: dollars, customer value, competitive position, or strategic risk. This financial framing shows you understand the business impact and can think quantitatively about strategic problems.

 

Step 2: Identify Root Causes

 

Use the data provided to segment and understand why the problem is occurring. Don't just describe what's happening—dig into the underlying causes.

 

Analyze the information given: customer data, market research, competitive intelligence, operational metrics, financial statements, or survey results. Break down the problem by the factors driving it. Consider segmenting your analysis by:

 

• Customer segments or demographics
• Geographic markets
• Product or service lines
• Time periods or trends
• Competitive dynamics
• Internal vs. external factors

 

For each root cause, explain:

 

• What percentage of the problem it represents
• Which segments or areas are most affected
• What's driving this specific issue
• Supporting evidence from the data

 

Look for patterns and concentrations. Is the problem uniform across the business, or concentrated in specific areas? Understanding where and why the problem occurs most acutely helps you develop targeted solutions.

 

Strong root cause analysis shows you can move beyond surface-level observations to understand the real drivers of business problems. Be specific and data-driven in your explanations.

 

Step 3: Develop Strategic Recommendations

 

Create multiple recommendations that directly address the root causes you identified. Each recommendation should target a specific driver of the problem.

 

For each recommendation, provide:

 

• A clear description of the initiative and how it works
• The target customer segment, market, or operational scope
• Detailed financial projections including implementation costs and expected benefits
• Expected impact on the core problem metric
• Timeline for results
• Net value calculation showing ROI

 

Build your financial models with specific numbers based on the case data. Make reasonable assumptions about adoption rates, effectiveness, market response, or operational improvements.

 

Document every assumption clearly.

 

Develop 3-5 complementary recommendations that work together as a portfolio strategy. Explain why each is necessary and how they address different aspects of the problem. Consider recommendations across multiple dimensions:

 

• Revenue initiatives: Pricing changes, new products, market expansion, customer acquisition
• Cost initiatives: Operational efficiency, process improvement, technology investment
• Customer initiatives: Retention programs, experience improvements, service enhancements
• Competitive initiatives: Differentiation strategies, competitive responses, market positioning

 

Show how your recommendations work together synergistically. A portfolio approach demonstrates strategic thinking beyond single-solution approaches and hedges risk by not relying on one initiative.

 

Step 4: Implementation Roadmap

 

Outline exactly how TELUS should execute your recommendations with a phased timeline.

 

Organize your initiatives into phases based on:

 

• Speed to impact (quick wins vs. long-term structural changes)
• Implementation complexity and resource requirements
• Dependencies between initiatives (what must happen before other things can start)
• Strategic priority (which problems are most urgent)
• Resource constraints (avoiding overwhelming the organization)

 

Structure your roadmap with clear phases:

 

• Phase 1 (Months 1-3): Launch initiatives with fastest time-to-value that address the most critical drivers. These are your quick wins that build momentum and demonstrate early results.

 

• Phase 2 (Months 4-6): Begin initiatives requiring more preparation, cross-functional coordination, or longer development timelines. These deliver sustained benefits but need groundwork.

 

• Phase 3 (Months 7-12): Implement longer-term structural changes, measure results from earlier phases, optimize programs based on learnings, and scale successful initiatives.

 

For each phase, specify:

 

• Which initiatives get implemented
• Why they're sequenced that way
• What resources are needed (budget, people, technology)
• Key milestones and deliverables
• Which departments or teams are involved
• Dependencies and critical path items

 

This demonstrates you understand execution complexity, not just strategy formulation. TELUS wants to see that you can operationalize ideas, not just generate them.

 

Step 5: Financial Summary and Success Metrics

 

Consolidate your financial analysis and define how TELUS will measure success.

 

Provide a clear executive summary of the business case:

 

• Total investment required (break down by initiative and year if relevant)
• Expected improvement in the core problem metric
• Total financial benefit (revenue increase, cost savings, value preserved)
• Net present value over a relevant time horizon (typically 1-3 years)
• Overall ROI or payback period

 

Present this in a simple, digestible format that executives can quickly grasp.

 

Then specify concrete success metrics with targets and timelines:

 

• Primary metrics tied directly to the problem (e.g., market share, churn rate, revenue growth, cost reduction)
• Secondary metrics indicating progress toward the goal (e.g., customer engagement, operational efficiency)
• Customer metrics if relevant (e.g., satisfaction scores, NPS, retention rates)
• Financial metrics tracking business impact (e.g., ROI, payback, revenue per customer)

 

Make your metrics specific, measurable, and time-bound. Instead of vague goals like "improve performance," say "increase market share from 28% to 32% within 18 months" or "reduce operational costs by $25M annually by end of year two."

 

Explain how you'll track these metrics and at what intervals. This shows you understand accountability and performance management.

 

Step 6: Risk Assessment

 

Identify the major risks to your strategy and propose mitigation approaches.

 

Think through what could prevent your recommendations from succeeding. Consider risks such as:

 

• Competitive response risk: How might competitors react to your strategy? Could they neutralize your advantage?
• Financial risk: What if costs exceed estimates or benefits fall short of projections? What are your most sensitive assumptions?
• Implementation risk: What organizational or operational challenges could prevent successful execution?
• Market risk: What if customer response, market conditions, or external factors differ from expectations?
• Regulatory or legal risk: Are there compliance issues, regulatory changes, or legal constraints to consider?
• Technology risk: Do initiatives depend on technology that might not perform as expected?
• Timing risk: What if results take longer to materialize than planned?

 

For each significant risk, provide a specific mitigation strategy. Don't just identify problems. Show how you'd address them. This demonstrates mature business judgment and shows you've thought through potential obstacles rather than just presenting an optimistic scenario.

 

Be realistic about uncertainty. Strong candidates acknowledge what they don't know and explain how they'd gather more information or adjust course if initial assumptions prove incorrect.

 

Step 7: Present Your Analysis

 

Structure your 15-20 minute presentation with 5-6 slides that tell a clear story:

 

Slide 1: Executive Summary (2 minutes)

 

• State the problem concisely in business terms
• Quantify the financial impact or opportunity
• Preview your recommended approach at a high level
• Share the expected outcome and value

 

Lead with your conclusion. Busy executives want to know your recommendation upfront, then understand your reasoning. Make this slide powerful enough to stand alone—if executives only saw this one slide, would they understand your message?

 

Slide 2: Problem Analysis (3 minutes)

 

• Show your financial impact calculations
• Present root cause breakdown with supporting data
• Include relevant context (industry benchmarks, competitors, historical trends, market dynamics)
• Use segmentation to show where the problem is concentrated

 

Use visuals like charts, graphs, or diagrams to make the data compelling and easy to grasp. Every claim should be supported by numbers or evidence from the case. This slide proves you understand the problem deeply.

 

Slide 3: Strategic Recommendations (8 minutes)

 

• Detail each of your 3-5 recommendations clearly
• For each, include scope/target, approach, costs, expected impact, timeline, and net value
• Explain the logic: why these specific recommendations? How do they address the root causes?
• Show why this portfolio of initiatives is stronger than any single approach

 

This is the heart of your presentation. Walk through each recommendation methodically, highlighting the strategic logic and financial justification. Use concrete numbers and be prepared to defend every estimate.

 

Make clear connections between your root cause analysis and your recommendations. Show how each initiative directly addresses a specific driver of the problem.

 

Slide 4: Implementation Roadmap (3 minutes)

 

• Show your phased timeline visually (Gantt chart or timeline diagram works well)
• Highlight key milestones, deliverables, and dependencies
• Note resource requirements and organizational implications
• Explain the sequencing logic—why this order makes sense

 

Make the path to execution crystal clear. TELUS wants to know you can operationalize strategy, not just conceptualize it. Show that you've thought about practical execution challenges.

 

Slide 5: Financial Impact & Metrics (2 minutes)

 

• Summarize total investment and expected returns clearly
• Present your success metrics with specific targets and timelines
• Briefly note key risks and how you'd mitigate them
• Show the compelling ROI or business case

 

End with the bottom line: here's what it costs, here's what it delivers, here's how we'll know it's working, and here's how we'll manage risk. Make the business case undeniable.

 

Slide 6: Next Steps (2 minutes)

 

• Outline immediate actions required to get started
• Identify key decisions that need to be made
• Note what you'd investigate further with more time or data
• Acknowledge limitations in your analysis
• Open for questions

 

Show initiative by identifying what should happen next. Be honest about constraints—you only had 48 hours and limited data. Strong candidates know what they don't know and can articulate what additional analysis would strengthen the recommendation.

 

TELUS Case Interview Example with Step-By-Step Solution

 

Here's a realistic TELUS case and how to approach it.

 

The Case Scenario:

 

TELUS's postpaid mobile customer base has been stable, but customer churn has increased from 1.2% monthly to 1.8% monthly over the past year. This increase is concentrated among customers aged 25-40 in urban markets, particularly Vancouver and Toronto.

 

Data Provided:

 

• TELUS has 9 million postpaid mobile customers
• Average customer lifetime value: $2,400
• Average customer acquisition cost: $450
• Competitive pricing analysis showing TELUS prices 5-10% higher than Rogers and Bell for comparable plans
• Customer survey showing top reasons for leaving: price (45%), network quality (20%), customer service (18%), better offers from competitors (17%)
• TELUS's NPS score: 32 (down from 38 last year)

 

Your Task: Analyze the churn problem and develop a retention strategy. Your presentation should include root cause analysis, recommendations, implementation approach, and expected financial impact.

 

Step 1: Clarify the Problem (during your 48-hour prep)

 

Calculate the financial impact of increased churn:

 

• Monthly churn increase: 1.8% - 1.2% = 0.6%
• Additional customers lost monthly: 9,000,000 × 0.6% = 54,000
• Annual customer loss: 54,000 × 12 = 648,000 customers
• Lost lifetime value: 648,000 × $2,400 = $1.55 billion over customer lifetime
• Replacement cost: 648,000 × $450 = $291.6 million annually

 

This establishes why the problem matters and gives you a baseline for evaluating solutions.

 

Step 2: Identify Root Causes

 

Based on the survey data and competitive analysis, segment the causes:

 

• Price sensitivity (45% of churners): TELUS's 5-10% premium is significant. Customers aged 25-40 are digitally savvy and actively compare plans. They see similar network quality at lower prices elsewhere.

 

• Network quality (20% of churners): Urban customers in Vancouver and Toronto expect consistently excellent coverage. Any perception of network issues drives churn in competitive markets.

 

• Customer service (18% of churners): This segment had poor experiences with billing issues, technical support, or in-store service. Once frustrated, they're open to competitor offers.

 

• Competitive offers (17% of churners): Rogers and Bell are aggressively targeting TELUS customers with promotional pricing and bundle deals.

 

Step 3: Develop Strategic Recommendations

 

Recommendation 1: Introduce competitive retention plans for at-risk segments

 

Create a new plan tier specifically for price-sensitive urban customers aged 25-40. Price it competitively (5% below current flagship plans) with adequate data and features this demographic values.

 

• Target segment: 2 million customers matching at-risk profile
• Estimated take-up: 30% (600,000 customers)
• Revenue impact: $5/month reduction × 600,000 = $3M monthly revenue reduction
• Churn reduction: Prevent 40% of price-sensitive churners = 130,000 customers annually retained
• Net value: (130,000 × $2,400) - (600,000 × $5 × 12) = $312M - $36M = $276M lifetime value preserved

 

Recommendation 2: Proactive retention program for high-value customers

 

Implement predictive analytics to identify customers likely to churn based on behavior patterns (reduced usage, bill complaints, competitor research). Reach out proactively with personalized retention offers.

 

• Target: Top 20% of customers by lifetime value (1.8M customers)
• Intervention: Dedicated retention team, customized offers, priority service
• Cost: $10M annually for program infrastructure and team
• Expected impact: Reduce churn by 25% in high-value segment, retaining 50,000 high-value customers
• Net value: $120M lifetime value preserved - $10M cost = $110M

 

Recommendation 3: Network quality communications campaign

 

Many customers perceive network quality issues based on isolated incidents or competitor marketing. Launch a transparent campaign showing actual network performance data and independent test results.

 

• Cost: $5M for campaign development and media
• Expected impact: Address perception issues for 30% of network-quality churners
• Customers retained: 40,000 annually
• Net value: $96M lifetime value preserved - $5M cost = $91M

 

Recommendation 4: Customer service excellence initiative

 

Fix root causes of service complaints through improved training, streamlined processes, and better tools for service representatives.

 

• Investment: $15M in training, systems, and process improvement
• Timeline: 6-12 months to full implementation
• Expected impact: Reduce service-related churn by 50%
• Customers retained: 60,000 annually
• Net value: $144M lifetime value preserved - $15M cost = $129M

 

Step 4: Implementation Roadmap

 

• Phase 1 (Months 1-3): Launch proactive retention program and new plan tier. These have fastest time-to-value and directly address the largest churn drivers.

 

• Phase 2 (Months 4-6): Begin customer service improvements and network communications campaign. These require more preparation but provide sustained benefits.

 

• Phase 3 (Months 7-12): Measure results, optimize programs, and scale successful initiatives.

 

Step 5: Financial Summary and Success Metrics

 

• Total investment: $45M (first year)
• Expected annual churn reduction: 0.5% monthly rate (bringing churn from 1.8% to 1.3%)
• Customers retained annually: 380,000
• Lifetime value preserved: $912M
• Net present value (3-year horizon): $450M+

 

Success metrics:

 

• Monthly churn rate returning to 1.2% or below within 12 months
• NPS score improving to 40+ within 6 months
• Customer satisfaction with retention offers at 75%+
• ROI of 10:1 on retention investment

 

Step 6: Risk Assessment

 

1.  Rogers and Bell may match new pricing, limiting effectiveness. 
 
 Mitigation: Differentiate on network quality and customer service, not just price.

 

2. Existing customers may downgrade to cheaper plans unnecessarily. 

 Mitigation: Target new plans to at-risk segments only, require validation of switching intent.

 

3. Multiple initiatives simultaneously may strain resources. 
 

Mitigation: Phased rollout with clear ownership and dedicated program management.

 

Step 7: Presenting Your Analysis

 

Structure your 15-20 minute presentation:

 

Slide 1: Executive Summary (2 minutes)

 

• Problem: Churn increased from 1.2% to 1.8%, concentrated in urban markets aged 25-40
• Impact: $1.55B lifetime value at risk
• Recommendation: Four-part retention strategy
• Expected outcome: Reduce churn to 1.3% or below, preserve $912M lifetime value

 

Slide 2: Churn Analysis (3 minutes)

 

• Financial impact calculations
• Root cause breakdown by customer segment
• Comparison to industry benchmarks

 

Slide 3: Strategic Recommendations (8 minutes)

 

• Detail each of the four recommendations
• Include expected costs and impact for each
• Explain why this portfolio approach addresses all major churn drivers

 

Slide 4: Implementation Roadmap (3 minutes)

 

• Phased timeline
• Key milestones and dependencies
• Resource requirements

 

Slide 5: Financial Impact & Metrics (2 minutes)

 

• Total investment and expected returns
• Success metrics
• Risks and mitigation strategies

 

Slide 6: Next Steps (2 minutes)

 

• Immediate actions required
• What you'd investigate further with more time
• Open for questions

 

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