Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Customer Churn - Prevention Model

Version 1 : Received: 1 June 2021 / Approved: 2 June 2021 / Online: 2 June 2021 (10:03:02 CEST)

How to cite: Facundo, J.E.G. Customer Churn - Prevention Model. Preprints 2021, 2021060063 (doi: 10.20944/preprints202106.0063.v1). Facundo, J.E.G. Customer Churn - Prevention Model. Preprints 2021, 2021060063 (doi: 10.20944/preprints202106.0063.v1).

Abstract

The strategy of any organization is based on the growth of its customer base, and one of its principles is that selling a product to an existing customer is much more profitable than acquiring a new customer. However, this approach has several opportunities for improvement, since it usually has a totally reactive approach, which does not give opportunity to the areas specialized in customer experience and recovery, to give an effective response for that moment, since the customer is gone at the time of the intervention. This happens because usually a diagnostic analysis of customers who have stopped buying products or services in a defined period, commonly three (3) periods or months, is performed. This thesis work challenges the way to face this problem, and proposes the development of a complete solution, which does not focus exclusively on the prediction of churn, as is usually done in the state of the art research, but to intervene in different interactions that can be carried out with customers. The above focused not only to prevent customer churn, but to generate an added value of continuous improvement in sales processes, increase customer penetration, leading to an improvement in customer experience and consequently, an increase in customer loyalty.

Subject Areas

Churn 1; customer churn; customer segmentation; churn prevention; predictive churn model; recommendation system engine.

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