Analytical CRM in the Pay TV Industry
Jaap de Jonge, Management Consultant, Netherlands
The early detection of potential churners enables companies to target these customers using specific retention actions, and subsequently increase profits.
Several alternative courses of marketing action can be applied:
- Giving free incentives
- Organizing special customer events
- Obtaining feedback on customer satisfaction through questionnaires.
Source: Jonathan Burez, Dirk Van den Poel, "CRM at a pay-TV company: Using analytical models to reduce customer attrition by targeted marketing for subscription services.