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In pursuit of enhanced customer retention management: review, key issues, and future directions
- Publication Year :
- 2018
- Publisher :
- Springer Verlag (Germany), 2018.
-
Abstract
- In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge – with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not received similar level of attention, leaving many managerial problems not completely solved, and a program of academic research not completely aligned with managerial needs. Therefore, our goal is to draw on previous research and current practice to provide insights on managing retention and identify areas for future research. This examination leads us to advocate a broad perspective on customer retention. We propose a definition that extends the concept beyond the traditional binary retain/not retain view of retention. We discuss a variety of metrics to measure and monitor retention. We present an integrated framework for managing retention that leverages emerging opportunities offered by new data sources and new methodologies such as machine learning. We highlight the importance of distinguishing between which customers are at risk and which should be targeted – as they aren’t necessarily the same customers. We identify tradeoffs between reactive and proactive retention programs, between short-term and long-term remedies, and between discrete campaigns and continuous processes for managing retention. We identify several areas of research where further investigation will significantly enhance retention management.
- Subjects :
- Community and Home Care
Service (business)
Engineering
Customer retention
Process management
business.industry
05 social sciences
Perspective (graphical)
Customer relations
Customer relationship management
Key issues
01 natural sciences
Business environment
Variety (cybernetics)
010104 statistics & probability
0502 economics and business
Retention Management
050211 marketing
0101 mathematics
Marketing
BDBA
business
Subjects
Details
- Language :
- English
- ISSN :
- 2196291X
- Database :
- OpenAIRE
- Accession number :
- edsair.doi.dedup.....610fd1c6349d515c47d5987dba0238d5