The results of the study showed a 35% increase in usage by the targeted customers and a 10% increase in usage by the connections of the targeted customers. In addition, suspensions decreased for both target customers and their connections, and churn decreased for the connections (the study did not include the targets’ pre-paid churn, because the six-month process […]
Author: Ascarza, Eva
What ‘First Impression’ Data Reveals About Customers
Acquiring customer data at the point of purchase, including from first-time customers, is not new. However, much of that data for first-time customers often focuses on where the customers came from (e.g., how did you hear about us?). New research by Nicolas Padilla and Eva Ascarza of Columbia Business School reveal that customer behaviour related […]
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Tracking Customers Who Leave Without Saying Goodbye
Customers can stop interacting with a company in one of two ways: they inform the company that they are leaving (such as when they cancel a subscription to a magazine) or they simply stop interacting with the company. Unsatisfied patrons of a theatre, for example, may decide to seek their entertainment elsewhere. The company has […]
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