CHAPTER 6
Lead Information for Customer Retention
If I told you which of your customers will leave you and when and why—would that be of any interest to you?
Before you start reading this chapter, remember the concept of this book. Chapter 2 is aimed for readers with strategic responsibilities whereas Chapters 3 through 7 are written primarily for project managers and customer analysts. Chapters 1, 8, and 9 are relevant to both user groups. This chapter focuses on where customer analytics becomes reality in the form of concrete analytical methods and data sources. Therefore, it may appear a bit technical for some.
This chapter is about how you can use customer analytics to increase the average customer life. Since this can be done in many ways, depending on the maturity of your information systems, in the beginning of this chapter we present a guide that leads you to a section that might serve as relevant inspiration for you, taking your current situation into account. Each of the next sections focus on the relationship among data, analytical methodology, and how you can integrate the results into the way that you do business. If you would like to read more about change management, stakeholder management, conflict resolution, and the like, read the first half of Chapter 3 as inspiration.
Either you are reading this book from one end to the other or you are reading this chapter because Chapter 2 recommended that you do so. Strategic or functional reasons for focusing on selling ...
