Summary articles week 7 Managing Customer Experience and Value

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: