Customer continuity management as a foundation for churn data mining

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