Events

Integrated Customer Retention Management

Columbia University, New York, NY

Overview:

Customer retention management is critically important to sustain and improve financial performance. While the basics of retention are well understood, there are significant opportunities to achieve improvements in market. Academic research can be marshalled to solve several practical problems that many companies experience:

  • How do you measure customer retention? How often?
  • Are your retention strategies effective?
  • Which customers are at risk for attrition, and why?
  • Of those at risk, should customers be targeted for retention activities based on their financial value and level of risk?
  • What incentives have been found to be most effective in improving retention?
  • Which types of retention campaigns work in the short term? the long term?
  • How do you manage the whole portfolio of retention campaigns to achieve optimal results?
  • What retention measures should be used to accurately capture results?
  • Finally, what does the company gain from retention activities?

Experts in the field will translate research findings into insights that explore these questions that apply to a wide range of businesses, regardless of the existence of a customer/ firm contract or the type of transactions. Participants will interact with speakers and panelists to maximize learning from the workshop. Breakout sessions will explore specific topics in more depth to enable participants to apply ideas into their organizations. The workshop will also identify areas requiring further research and opportunities for ongoing collaboration to fill knowledge gaps and encourage innovative applications.

Who should attend?

  • Customer relations managers and others who design and implement customer engagement, loyalty, or retention programs
  • Insights and analytics professionals who develop and use appropriate retention or churn metrics to identify targeting opportunities and conduct risk assessments
  • Managers who integrate retention management with marketing strategies and tactics related to acquisition and brand development
  • Training and education professionals who develop CRM and related capabilities

Group rates are available, please contact Christen Stumpf at christen@msi.org for more information.

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Agenda:

10/17/2017

View a PDF version of the agenda here

Please note that this Agenda is for planning purposes only and is subject to change. Please check back soon for additional information.

8:00 – 9:00 a.m. Registration & Breakfast
9:00 – 9:30 Welcome Remarks
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute
Gordon Wyner, Research Director, Marketing Science Institute
9:30 – 10:15 In Pursuit of Enhanced Customer Retention Management: Overview, Challenges, and Opportunities
Scott Neslin, Dartmouth College
Scott Neslin will provide an overview of challenges and opportunities in managing customer retention. In particular, he will propose an integrated framework for managing customer retention and highlight a few key issues.
10:15 – 10:45 Retention Futility: Why Targeting High Risk Customers Might Be Ineffective
Eva Ascarza, Columbia University
In this session, Eva Ascarza will challenge the common practice of focusing on “risk of churning” as the most important metric for proactive churn management. She will propose an approach for proactive churn management that, leveraging experimentation, identifies customers with the highest sensitivity to the intervention and results in more effective retention campaigns.
10:45 – 11:15 Break
11:15 – 11:45 Beyond the Target Customer: Social Effects in CRM Campaigns
Oded Netzer, Columbia University
Oded Netzer will discuss the opportunities for CRM practitioners to move beyond customer lifetime value (CLV) to social customer lifetime value (SCLV). In particular, he will demonstrate how a retention campaign that is targeted at a particular customer can have a social multiplier, affecting the activity and retention of customers who are socially connected to the targeted customer but were not targeted themselves.
11:45 – 12:30 p.m. Academic Panel Discussion
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute – Moderator
Eva Ascarza, Columbia University
Scott Neslin, Dartmouth College
Oded Netzer, Columbia University
12:30 – 1:30 Lunch
1:30 – 2:00 Myths and Misconceptions About Customer Retention
Peter Fader, University of Pennsylvania
As customer retention evolves from a “nice to know” to a “must have” metric for marketing executives, it is important to set the record straight about some widely held notions about it. Peter Fader will address a number of these beliefs and discuss the reasons and implications for practitioners.
2:00 – 2:30 In-Market Experience with Retention Management
Zachery Anderson, Senior Vice President & Chief Analytics Officer, Electronic Arts
2:30 – 2:45 Break
2:45 – 3:30 Practitioner Panel Discussion
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute – Moderator
Zachery Anderson, Senior Vice President & Chief Analytics Officer, Electronic Arts
Panelists to be Announced Soon
3:30 – 4:30 Breakout Group Sessions
4:30 – 5:00 Closing Remarks
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute

Speakers:

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Accommodations:

Columbia University has negotiated rates with several preferred hotels in New York City, including several within a short distance of the campus. Please find a list of these hotels and information on accessing Columbia rates here.

Dates:

Oct 17, 2017

Agenda
Speakers

Location:

Columbia University, New York, NY

Accommodations