Working Papers

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

E. Ascarza, S. Neslin, O. Netzer, Z. Anderson, P. Fader, S. Gupta, B. Hardie, A. Lemmens, B. Libai, D.Neal, F.Provost, R.Schrift

Aug 15, 2017

This integrated framework centers on continued transactions with customers – distinguishing between which customers are at risk and which should be targeted, as they aren’t necessarily the same customers. Researchers identify tradeoffs between reactive and proactive retention programs, short-term and long-term remedies, and discrete campaigns and continuous processes for managing retention.

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