Customer Retention via Data Mining

Author: Ng K.  

Publisher: Springer Publishing Company

ISSN: 0269-2821

Source: Artificial Intelligence Review, Vol.14, Iss.6, 2000-12, pp. : 569-590

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

``Customer Retention'' is an increasingly pressing issue in today's ever-competitive commercial arena. This is especially relevant and important for sales and services related industries. Motivated by a real-world problem faced by a large company, we proposed a solution that integrates various techniques of data mining, such as feature selection via induction, deviation analysis, and mining multiple concept-level association rules to form an intuitive and novel approach to gauging customer loyalty and predicting their likelihood of defection. Immediate action triggered by these ``early-warnings'' resulting from data mining is often the key to eventual customer retention.