Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


Understanding touchpoint criticality in customer churn journeys
(A2022-107497)

Published: May 24, 2022

AUTHORS

Roelof Hars, University of Groningen; Hans Risselada, University of Groningen; Jaap Wieringa, University of Groningen

ABSTRACT

Understanding and managing customer journeys is a key goal for firms that has received significant attention in the literature. Current empirical work has focused on customer purchase journeys, yet much less is known about the post-purchase stage. Since post-purchase customer journeys are equally relevant for firms, the authors introduce customer churn journeys to the literature. In doing so, this paper proposes a typology of key touchpoints, and uses a state space approach to study whether the effect of these touchpoints on customer churn depends on a customer’s prior journey. Using a unique longitudinal dataset from the insurance industry which covers internal touchpoints, external touchpoints, competition and transactional data on the individual customer level, the authors assess the added value of a journey-based approach in comparison to a more ‘traditional’ approach to churn. Initial results suggest that a journey-based approach adds important contextual information that can improve managerial understanding of churn.