Halt Customer Defection
March 1, 2004

Keep Your Customers Using Analytic Models Imagine being able to predict which of your customers will stay your customers. To achieve this heightened understanding of customer behavior, many marketers are turning to modeling. When performed properly, modeling can help organizations predict which customers will remain and which ones will defect—or churn. An effective modeling approach takes into consideration a wealth of information from a variety of sources, and can help marketers determine the best allocation of their marketing dollars to improve ROI. Defection erodes your customer base and occurs with the cancellation of an existing contract, non-renewal at the termination date of a contract,