Retention Futility: Targeting High-Risk Customers Might be Ineffective
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DOI: 10.1509/jmr.16.0163
Abstract: Companies in a variety of sectors are increasingly managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards them. While there is a vast literature on… read more here.
Keywords: risk; risk churning; customers highest; highest risk ... See more keywords