The link that represents the flow of communication between Allen and Gonzalez has been colored red to illustrate the possibility of negative word of mouth.ĭepending on your variables/influences for customer propensity, you can customize KeyLines events and display to show it visually. We can also see that one of his most common contacts, Allen, has recently churned – demonstrated by the red node and glyph. Gonzalez is our target customer because his phone contract renewal is coming up, represented with a stopwatch glyph. complaints or late payments, and you can generally build a pretty good picture of who’s looking at leaving your service, and who’s planning to stick around. Perhaps it’s worth offering them a bigger discount when their contract renewal approaches?Ĭouple this with other carefully calculated factors that influence churn, e.g. if the closest friend of a customer (identified by volume of calls/texts a month) has recently left the network, that customer’s churn propensity will increase. Using social network analysis (SNA), high risk customers can be identified by looking at the social network of a churning customer.Į.g. Propensity modelling in the telecoms industryĪn established example of propensity modeling occurs in the mobile network provider industry. This post explores how churn propensity can be predicted with graph analysis, and how KeyLines can enable front-line staff to prevent customers from leaving your service. how likely is my customer to leave and join a competitor?Ĭompanies often use a ‘next best action’ field in their CRM systems to equip frontline staff with the information they need to retain a customer (or, in marketing speak ‘reduce churn propensity’). Often these are focused on retention, e.g. Predictive modeling systems use algorithms to predict a customer’s likelihood to do something. It’s about staying one step ahead – of competitors and customers, and uses knowledge graph concepts at its core. Marketing is now focused on relationships and customer data is so varied and widely available, that CRM has evolved to play a much bigger part in business strategy. Modern Customer Relationship Management (CRM) is about more than simply tracking behavior and enlisting customers to campaigns.
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