首先分析了挽留激励、竞争反击、自然衰减和口碑传播这4种效应对客户保持率产生影响的动力学模型,并得到了客户保持率在客户挽留周期中的演进路径;接着定义了挽留激励系数、竞争反击系数、自然衰减系数和口碑影响系数来具体刻画这4种效应的作用力.然后基于客户保持率的演进路径得到了客户挽留周期计算模型,分别基于竞争对手反击效应存在性的不同情况建立了3类客户挽留价值计算模型.最后基于客户挽留价值和挽留成本建立了客户流失挽留评估模型,基于挽留重要性指标建立了客户挽留顺序选择模型.实验结果表明所提出的客户流失挽留方法是可行且有效的.
Firstly,a dynamic mechanism affected by four effects,which are the detainment excitation effect,the natural bleeding effect and the word-of-mouth effect is analyzed,and the evolution route of customer retention rate in customer detainment cycle is obtained;secondly,four coefficients influencing customer retention rate are proposed,which describe the effects above,including detainment excitation coefficient,competition counterattack coefficient,natural attenuation quotient and word-of-mouth influence coefficient;thirdly,customer detainment cycle is obtained based on the evolution route of customer retention rate,and customer detainment value models are established under three circumstances depending on whether the competition counterattack effect exists or not;finally,a customer detainment cost evaluation model based on customer detainment value and customer detainment cost is established,meanwhile,a customer detainment ranking model based on the importance of detainment is built.The experiments results suggest that the customer churn detainment method put forward in this paper is feasible and very efficient.