客户流失分析外文翻译.doc

客户流失分析外文翻译 毕业论文(设计)外文翻译 题 目: 客户流失问题研究 一、外文原文 标题:Customer churn analysis ? a case study 原文: ABSTRACT Customer value analysis is critical for a good marketing and a customer relationship management strategy. An important component of this strategy is the customer retention rate. Customer retention rate has a strong impact on the customer lifetime value, and understanding the true value of a possible customer churn will help the company in its customer relationship management. Conventional statistical methods are very successful in predicting a customer churn. The goal of this study is to apply logistic regression techniques to predict a customer churn and analyze the churning and nochurning customers by using data from a personal retail banking company. 1. Introduction The subject of customer retention, loyalty, and churn is receiving attention in many industries. This is important in the customer lifetime value context. A company will have a sense of how much is really being lost because of the customer churn and the scale of the efforts that would be appropriate for retention campaign. The mass marketing approach cannot succeed in the diversity of consumer business today. Customer value analysis along with customer churn predictions will help marketing programs target more specific groups of customers Personal retail banking sector is characterized by customers who stays with a company very long time. Customers usually give their financial business to one company and they won’t switch the provider of their financial help very often. In the company’s perspective this produces a stabile environment for the customer relationship management. Although the continuous relationships with the customers the potential loss of revenue because of customer churn in this case can be huge. This paper will present a customer churn analysis in personal retail banking sector. The goal of this paper is twofold. First the churning cus