Integrating the voice of customers through call center emails into a decision support system for churn prediction

Kristof Coussement, Dirk Van den Poel

Research output: Contribution to journalArticle

91 Citations (Scopus)

Abstract

We studied the problem of optimizing the performance of a DSS for churn prediction. In particular, we investigated the beneficial effect of adding the voice of customers through call center emails - i.e. textual information - to a churn-prediction system that only uses traditional marketing information. We found that adding unstructured, textual information into a conventional churn-prediction model resulted in a significant increase in predictive performance. From a managerial point of view, this integrated framework helps marketing-decision makers to better identify customers most prone to switch. Consequently, their customer retention campaigns can be targeted more effectively because the prediction method is better at detecting those customers who are likely to leave.

Original languageEnglish
Pages (from-to)164-174
Number of pages11
JournalInformation and Management
Volume45
Issue number3
DOIs
Publication statusPublished - 1 Apr 2008
Externally publishedYes

Fingerprint Dive into the research topics of 'Integrating the voice of customers through call center emails into a decision support system for churn prediction'. Together they form a unique fingerprint.

Cite this