Customer Relationship Management: from Conversion to Churn to Winback

With the grant of a big CRM dataset from a large media company, this dissertation examines four different categories of factors that could impact three stages of customer relationship management, namely customer acquisition, retention, and winback of lost customers. Specifically, with the aid of machine learning method of random forests and text mining technique, this study identify among the factors of customer heterogeneity (e.g. in usage of self-care service channels, duration of service, responsiveness to marketing actions), firm's marketing initiatives (e.g. the volume of the marketing communications, the depth of the promotion, the different communication channels they use, and the marketing penetration in different geographical areas), customer self-reported deactivation reasons, as well as the call centers notes in text form, which factors play bigger roles than others during each of the three stages of CRM. Furthermore, the authors also examine how these factors evolve throughout these three stages of CRM in terms of their effects on shaping customers' decision making of whether to convert to paid customer, to churn, or to reactivate their service with the company. The findings help managers better allocate their resources in the processes of acquiring, retaining and winning back customers.

Grantor dc:publisher

Temple University. Libraries

Year dc:date.issued

2013

Author dc:creator

• Li, Ke

Advisors dc:contributor.advisor

• Di Benedetto, C. Anthony
• Eisenstein, Eric

Committee members dc:contributor.committeemember

• Bradlow, Eric T.
• Zhu, Ji
• Sarkar, S. K. (Sanat K.)

• Marketing
• Crm
• Random Forests
• Winback

Statement dc:rights

• IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

eng

Dc Identifier Other

870266839

OAI identifier oai:identifier

oai:scholarshare.temple.edu:20.500.12613/1735