Customer continuity management as a foundation for churn data mining
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This report lays the first theoretical foundations for a research program on analytical churn management. In the current hypercompetitive business scenario, firms have to bend over backwards in their strategies both to retain their customers and to lure those from the competition. For this reason, understanding how customer loyalty construction mechanisms work, anticipating the customer’s intention to abandon a service provider, becomes a critical business acumen to ensure a company’s continuity in the market. To this end, in this report we propose a complete customer loyalty management model referred to as Customer Continuity Management. This type of knowledge can always be qualitatively obtained, but quantitative analysis of actual customer data should increase the certainty on its reliability and business actionability. This is why Data Mining techniques, applied to market surveyed information, can provide valuable assistance to churn (customer attrition) management processes. This report focuses on the prevention side of customer loyalty management and, especially, on customer satisfaction and switching barriers. Some of principals existing explanatory models of customer loyalty building are review in detail.
CitacióGarcía, D., Vellido, A., Nebot, M. "Customer continuity management as a foundation for churn data mining". 2007.