Originating Author: Israel Kloss
Introduction: Customers don’t tell you when and why they are at risk of switching to a competitor or just dropping out altogether. This kind of business intelligence is becoming a much more important corporate tool.
Analysis Overview: You can do this through customer behavioral analysis using tools like Evergage (or even a “roll your own” analytics tool such as Google Analytics). These tools help you know (preemptively) when a customer’s loyalty is at risk.
Analysis Benefits:
Tracking customer-level behaviors allows companies many advantages:
1) Preemptive Help: Preemptively help customers (and prospects) by actually intercepting potential problems before the customer is forced to contact you (or worse, leave you).
2) Customer Acquisition and Retention: Behavior-triggered churn-risk alerts can give Marketing and Sales a heads up on acquisition opportunities and every department in a company a heads up on retention because, of course, customer retention is the job of every department.
DAA members, go here to see the full recipe.
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Israel Kloss
Web Designer
Boston College
Somerville MA
617-657-4154
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