Measuring the impact of data mining on churn management
本文提出了一个整合电子渠道的客户关系管理框架，包含四个工具用于数据收集、处理和分析，并基于敏感性分析评估数据挖掘改进对客户流失管理和决策过程的影响。
Churn management is a fundamental concern for businesses and the emergence of the digital economy has made the problem even more acute. Companies’ initiatives to handle churn and customers’ profitability issues have been directed to more customer‐oriented strategies. In this paper, we present a customer relationship management framework based on the integration of the electronic channel. This framework is constituted of four tools that should provide an appropriate collection, treatment and analysis of data. From this perspective, we pay special attention to some of the latest data mining developments which, we believe, are destined to play a central role in churn management. Relying on sensitivity analysis, we propose an analysis framework able to prefigure the possible impact induced by the ongoing data mining enhancements on churn management and on the decision‐making process.