Customer Relationship Management, 1st Edition by Pearson

12

Retention and cross-sell analyses

This chapter will examine both retention and cross-sell analyses in further detail. In Section 12.1, the retention question is raised: which customers run an increased risk of ending the relationship and may be retained for the organisation if they are approached? Cross-selling will then be discussed: which customers should be stimulated to buy another product (Section 12.2)?

Attention will be placed on the definition of the analysis problem, the compilation of the set of variables and data, exploratory analyses, model development and the outcomes of the research and the interpretation of results. The techniques will be discussed only briefly. For further information on these techniques, we recommend that ...