{"id":{"repo_id":"mit","oai_identifier":"oai:dspace.mit.edu:1721.1/104550"},"canonical_url":"https://search.dev.ndltd.org/etd/mit/oai:dspace.mit.edu:1721.1/104550","repository":{"repo_id":"mit","name":"MIT","base_url":"https://dspace.mit.edu/oai/request"},"display":{"title":"Unresponsive customers : acquisition, retargeting and win-back","abstract":"With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers.","abstract_html":"With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers.","abstract_has_math":false,"creators":["Ringvald, Alan O","Rodriguez Garcia, Abraham C"],"institution":"Massachusetts Institute of Technology","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":"Sloan School of Management.","school":null,"contributors":[],"advisors":["Duncan Simester."],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016","date_published":"2016","updated_at":"2026-07-22T22:22:23Z","subjects":["Sloan School of Management."],"languages":["eng"],"rights":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."],"rights_urls":["http://dspace.mit.edu/handle/1721.1/7582"],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/1721.1/104550","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Duncan Simester."]},{"key":"dc:contributor.department","label":"Department","values":["Sloan School of Management."]},{"key":"dc:contributor.other","label":"Dc Contributor Other","values":["Sloan School of Management."]},{"key":"dc:creator","label":"Author","values":["Ringvald, Alan O","Rodriguez Garcia, Abraham C"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2016-09-30T19:35:08Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2016-09-30T19:35:08Z"]},{"key":"dc:date.issued","label":"Date","values":["2016"]},{"key":"dc:publisher","label":"Institution","values":["Massachusetts Institute of Technology"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Sloan School of Management."]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]},{"key":"dc:rights","label":"Dc Rights","values":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."]},{"key":"dc:rights.uri","label":"Rights URI","values":["http://dspace.mit.edu/handle/1721.1/7582"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/1721.1/104550"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Alan O. Ringvald).","Thesis: S.M. in Management of Technology, Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Abraham C. Rodriguez Garcia).","Cataloged from PDF version of thesis.","Includes bibliographical references (pages 39-41)."]},{"key":"dc:description.abstract","label":"Abstract","values":["With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers."]},{"key":"dc:description.degree","label":"Dc Description Degree","values":["M.B.A.","S.M. in Management of Technology"]},{"key":"dc:title","label":"Title","values":["Unresponsive customers : acquisition, retargeting and win-back"]}]}],"canonical_facts":{"dc:contributor.advisor":["Duncan Simester."],"dc:contributor.department":["Sloan School of Management."],"dc:contributor.other":["Sloan School of Management."],"dc:creator":["Ringvald, Alan O","Rodriguez Garcia, Abraham C"],"dc:date.accessioned":["2016-09-30T19:35:08Z"],"dc:date.available":["2016-09-30T19:35:08Z"],"dc:date.issued":["2016"],"dc:description":["Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Alan O. Ringvald).","Thesis: S.M. in Management of Technology, Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Abraham C. Rodriguez Garcia).","Cataloged from PDF version of thesis.","Includes bibliographical references (pages 39-41)."],"dc:description.abstract":["With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers."],"dc:description.degree":["M.B.A.","S.M. in Management of Technology"],"dc:identifier.uri":["http://hdl.handle.net/1721.1/104550"],"dc:language.iso":["eng"],"dc:publisher":["Massachusetts Institute of Technology"],"dc:rights":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."],"dc:rights.uri":["http://dspace.mit.edu/handle/1721.1/7582"],"dc:subject":["Sloan School of Management."],"dc:title":["Unresponsive customers : acquisition, retargeting and win-back"],"dc:type":["Thesis"]},"updated_at":"2026-07-22T22:22:23Z"}