Managing Customer Churn via Service Mode Control
Managing Customer Churn via Service Mode Control
复制标题
通过服务模式控制管理客户流失
DOI：
10.2139/ssrn.3188226
复制
发表时间：
2018
期刊：
影响因子：
--
通讯作者：
J. Lu
中科院分区：
文献类型：
--
作者：
Yashodhan Kanoria;Ilan Lobel;J. Lu
我们引入了一种新的随机控制模型的问题的服务公司随着时间的推移与它的客户之一谁的概率搅动取决于客户的满意度。公司有两种服务模式，它们决定了布朗报酬过程的漂移和波动。公司的目标是在客户的一生中最大限度地获得回报。同时，客户可能会流失概率，如果客户的满意度，建模为一个由公司的服务模式控制的Orstein-Uhlenbeck过程，低于一定的阈值。我们建立在马尔可夫过程的空间延迟来解决这个问题，我们明确地描述了公司的最优政策，这是近视或三明治政策。三明治策略是指当顾客满意度在满意阈值附近的某一区间内时，企业采用报酬率较低的服务模式，而在其它满意度区间内，企业采用短视最优的服务模式。具体而言，我们发现，企业应该使用安全的服务模式时，客户边际满意和风险的服务模式时，客户边际不满意。通过数值计算发现，最优策略下的客户终身价值要比短视策略下的客户终身价值大。我们的结果是强大的各种替代模型规格。资助：J. Lu感谢国家自然科学基金（NSFC）的资助[项目72192805]。补充材料：在线附录可在https://doi.org/10.1287/moor.2021.0179上获得。
We introduce a novel stochastic control model for the problem of a service firm interacting over time with one of its customers who probabilistically churns depending on the customer’s satisfaction. The firm has two service modes available, and they determine the drift and volatility of the Brownian reward process. The firm’s objective is to maximize the rewards generated over the customer’s lifetime. Meanwhile, the customer might churn probabilistically if the customer’s satisfaction, modeled as an Orstein–Uhlenbeck process controlled by the firm’s service mode, is below a certain threshold. We build upon Markov processes with spatial delay to solve this problem, and we explicitly characterize the firm’s optimal policy, which is either myopic or a sandwich policy. A sandwich policy is one in which the firm deploys the service mode with inferior reward rate when the customer satisfaction level is in a specific interval near the satisfaction threshold and uses the myopically optimal service mode for all other satisfaction levels. Specifically, we find that the firm should use the safe service mode when the customer is marginally satisfied and the risky service mode when the customer is marginally unsatisfied. We find numerically that the customer lifetime value under the optimal policy is large relative to that under the myopic policy. Our results are robust to a variety of alternative model specifications. Funding: J. Lu gratefully acknowledges financial support from Natural Science Foundation of China (NSFC) [Project 72192805]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/moor.2021.0179 .