Customer Retention models are arguably the most valuable models that organizations can develop in improving overall customer profitability. The ability to target high value customers who are most likely to defect or become inactive allows organizations to prioritize limited resources within an overall retention strategy. With customers now scored in terms of their value and
Retention has always played second fiddle to acquisition within marketing – despite the fact that acquiring new customers is far more expensive than retaining existing ones and that the top tranche of customers contributes the vast majority...
