Rückgewinnungsmanagement

Regaining drifting mobile communication customers: Predicting the odds of success of winback efforts with competing risks regression

“…This ''late winback'' stage (see Fig. 1) has been the focus of most previous recovery studies (see Table 1 and Griffin & Lowenstein, 2001;Lopes et al, 2013;Pick & Kannler, 2009;Ramachandran & Kalyanaraman, 2014;Schöler, 2011;Thomas et al, 2004;Tokman et al, 2007). However, the generalizability of the results of these ''third phase studies'' to the second phase is questionable.…”

“…Instead, empirical work related to the early customer winback phase has predominantly looked at reasons customers give for their termination announcement. Quite a number of authors introduced various sets of main termination reasons (e.g., Chuang, 2011;Griffin & Lowenstein, 2001;Lopes et al, 2013;Roos & Gustafsson, 2007;Sauerbrey & Henning, 2000;Schöler, 2011;Thomas et al, 2004;Tokman et al, 2007). The probably most dominant general classification scheme differentiates between (1) characteristics of a provider that push customers away (e.g., dissatisfying service quality, unsuitable tariff), (2) positive perceptions of a competitor offer that pull customers toward it (e.g., attractive tariff, appealing device provided as part of a competitor's offer) and…”

“…In addition, some customers are supposed to give notification of termination to their supplier just to prevent the automatic renewal of their current subscription and thus to keep the options of a leave or a reuptake open until the contract's regular expiration date (Naß, 2012;Pick & Kannler, 2009;Schöler, 2011).…”

“…This phone contact aims at figuring out reasons to quit and convincing the customer to withdraw the cancellation (e.g., Florl, 2000;Griffin & Lowenstein, 2001;Lopes, Brito, & Alves, 2013;Naß, 2012;Pick & Kannler, 2009;Rauchut, 2009;Richter, Yom-Tov, & Slonim, 2010;Schöler, 2011;Stauss & Friege, 1999;Thomas, Blattberg, & Fox, 2004;Tokman, Davis, & Lemon, 2007). Knowledge regarding success drivers of such reactive revival or winback measures supports MNOs in developing tailored winback policies.…”

Business Relationship Management and Marketing

“…The affinity groups described above can help to greatly improve the prospects of recovery management in business relationships (Hippner 2010;Hippner and Wilde 2008;Neckel and Knobloch 2005;Schöler 2011). In addition to better analysis methods to examine the selection of which relationships with current/previous customers would benefit from recovery measures in light of the potential customer value of this type of customer, the following aspects are also possible as part of proactive recovery management:…”