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  5. Managing customer experience and value (EBM075B05)

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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...

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Document information

  • April 3, 2024
  • 4
  • 2023/2024
  • Summary

Subjects

  • marketing
  • churn
  • retention
  • models
  • neslin
  • risselada
  • verhoef
  • classification trees
  • logit model
  • churn management
  • customer lifetime value
  • managing customer experience and value
  • logistic regression models
  • cl

Written for

  • Rijksuniversiteit Groningen (RuG)
  • marketing management
  • 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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