Autoren: Daniel Ringbeck, Dmitry Smirnov & Arnd Huchzermeier
Abstract: Maintaining strong customer relationships is a top priority for retailers. We develop a framework for proactive retention management based on data from a German hypermarket chain. We propose a novel definition of partial defection in noncontractual settings, demonstrate how to forecast the likelihood of defection of individual customers, and formulate a retention campaign optimization model.