原创力文档beyond customer churn generating personalized actions to retain customers in a retail bank by a recommender system approach超出了客户流失产生个性化的行为保留客户的零售银行推荐系统的方法.pdfVIP
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beyond customer churn generating personalized actions to retain customers in a retail bank by a recommender system approach超出了客户流失产生个性化的行为保留客户的零售银行推荐系统的方法
Journal of Intelligent Learning Systems and Applications, 2011, 3, 90-102
doi:10.4236/jilsa.2011.32011 Published Online May 2011 (http://www.SciRP.org/journal/jilsa)
Beyond Customer Churn: Generating Personalized
Actions to Retain Customers in a Retail Bank by a
Recommender System Approach
Michele Gorgoglione, Umberto Panniello
Department of Mechanical and Management Engineering, Polytechnic of Bari, Bari, Italy.
Email: m.gorgoglione@poliba.it, u.panniello@poliba.it
Received July 10th st st
, 2010; revised October 1 , 2010; accepted December 1 , 2010.
ABSTRACT
Customer churn may be a critical issue for banks. The extant literature on statistical and machine learning for customer
churn focuses on the problem of correctly predicting that a customer is about to switch bank, while very rarely consid-
ers the problem of generating personalized actions to improve the customer retention rate. However, these decisions
are at least as critical as the correct identification of customers at risk. The decision of what actions to deliver to what
customers is normally left to managers who can only rely upon their knowledge. By looking at the scientific literature
on CRM and personalization, this research proposes a number of models which can be used to generate marketing ac-
tions, and shows how to integrate them into a model embracing both the analytical prediction of customer churn and
the generation of retention actions. The benefits and risks associated with each approach are discussed. The paper also
describes a case of application of a predictive model of customer churn in a retail bank where the analysts have also
generated a set of personalized actions to retain customers by using one of the approaches presented in the paper,
namely by adapting a recommender system approach to the retention problem.
Keywords : Customer Churn, Customer
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