Customer disengagement #In10Minutes

1. https://www.linkedin.com/in/farhoud/

3. Some of the scenarios:
• Spend Disengagement
• Example: if a customer drop his spend by over 50%
• Balance Attrition: In saving or transaction account
• Usage Drop: In telecom and some other industries
shift in engagement

4. • High current - Low potential value:
• engagement is above average
• on a downward spiral
• Low current - Low potential value:
• engagement is below average
• either stable or decreasing

5. • Goal:
• Predicting the future behavior of customer
• based on transactional data
• As each day goes by after the customer completed the action, the
customer gets less and less likely to repeat it
• Recency: The number of days that have gone by since a customer
completed an action (purchase, log-in, download, etc.)
• The more Recent a customer is, the higher their potential value

6. • Segmenting marketing communications:
• growing or decreasing engagement?
• Improving customer retention
• tracking the disengagement process and preventing or reversing it
• Marketing budget allocation

7. • maintain engagement with your customers
• e-mail re-engagement
• retargeting
• visitors advertisements based on their prior Internet use
• reconfirmation campaign

8. References:
• http://dni-institute.in/blogs/customer-life-cycle-and-customer-retention-management/
• https://www.socialmediatoday.com/content/encouraging-customer-engagement-or-preventing-customer-
disengagement
• http://www.jimnovo.com/Recency-Model.htm
• http://frog-dog.com/the-basics-of-retargeting-ads-that-are-on-target/