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Die profitbasierte Kundenbindungskarte
Richten Sie Kundenbindungsinterventionen nach inkrementeller Ökonomie aus, nicht allein nach Churn-Risiko.
| Synthetischer Kunde | Churn-Risiko | Erwarteter inkrementeller Cashflow | Interventionskosten | Profit Lift nach Kosten | Entscheidung |
|---|---|---|---|---|---|
| A | Hoch | 42 | 4 | 38 | Ziel |
| B | Hoch | 9 | 5 | 4 | Prüfen |
| C | Mittel | 30 | 3 | 27 | Ziel |
| D | Niedrig | 16 | 12 | 4 | Prüfen |
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Referenz & Evidenz
Quelle: Synthetischer Entscheidungsrahmen des Autors auf Grundlage von Lemmens und Gupta (2020), Lariviere und Van den Poel (2005) sowie Gupta et al. (2004). Die Werte sind illustrativ und beschreiben keine beobachteten Kunden oder eine laufende Kampagne.
Jede Zeile ist eine geprüfte Aussage aus dem Prüfregister des Journals, beim Build aus dem Register aufgelöst. Das Register wird auf Englisch geführt.
- A The method, in the authors' words: "defining a profit-based loss function to predict, for each customer, the financial impact of a retention intervention" Lemmens & Gupta. (2020) ·
LG20-C1 - A The ranking rule is incremental and net of cost: "customers are ranked based on the incremental impact of the intervention on churn and postcampaign cash flows, after accounting for the cost of the intervention", rather than by churn risk or response alone. Lemmens & Gupta. (2020) ·
LG20-C2 - A "Two field experiments affirm that this approach leads to significantly more profitable campaigns than competing models", and the method also "provides a method to optimize the" size of the campaign. Two experiments, not a survey of practice Lemmens & Gupta. (2020) ·
LG20-C3 - A Three outcomes, one sample: "three important measures of customer outcome next buy partial defection and customers profitability evolution", over "a real life sample of 100 000 customers taken from the data warehouse of a large european financial services company" Lariviere & Van den Poel. (2005) ·
LVP05-C1 - A The variables do not transfer between outcomes: "the same set of variables have a different impact on buying versus defection versus profitability behavior", with past customer behaviour "more important to generate repeat purchasing and favorable profitability evolutions" Lariviere & Van den Poel. (2005) ·
LVP05-C3 - A The sensitivity is theirs and it is asymmetric: "a 1% improvement in retention, margin, or acqui"sition cost "improves firm value by 5%, 1%, and .1%, respectively" Gupta, Lehmann & Stuart. (2004) ·
GLS04-C2 - A Five firms, public data: the method is demonstrated "by using publicly available data for five firms", and retention outweighs the discount rate, since "a 1% improvement in retention has almost five times greater impact on firm value than a 1% change in discount rate or cost of capital" Gupta, Lehmann & Stuart. (2004) ·
GLS04-C3
Prüfgrade: A, gegen die gedruckte Seite der Primärquelle geprüft · B, Primärquelle, nur Textebene · C, belastbare Sekundärquelle · D, berichtet.