Managing customer experience and value (EBM075B05)
Summary
Summary articles week 7 Managing Customer Experience and Value
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Course
Managing customer experience and value (EBM075B05)
Institution
Rijksuniversiteit Groningen (RuG)
Summary of the 2 articles of week 7 of MCEV, for RUG-students.
The summarized articles are:
Neslin, S. A., Gupta, S., Kamakura, W., Lu, J., & Mason, C. H. (2006). Defection detection: Measuring and understanding the predictive accuracy of customer churn models. Journal of marketing research, 43...
Managing customer experience and value (EBM075B05)
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Neslin, S. A., Gupta, S., Kamakura, W., Lu, J., & Mason, C. H. (2006). Defection detection: Measuring
and understanding the predictive accuracy of customer churn models.
Customer churn figures
directly in
how long a customer stays
with a company and, in turn,
the
customer’s lifetime value
(CLV) to that company
Customer churn figures
directly in
how long a customer stays
with a company and, in turn,
the
customer’s lifetime value
(CLV) to that company
Customer churn reflected directly in how long a customer stays with a company and, in turn, the
customer’s lifetime value (CLV) to that company.
The profit that a single churn management campaign contributes is:
5 approaches to estimating customer churn:
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