Target the Ego or Target the Group
Hass School of Business, UC Berkeley
Pedro will give a talk on socially-based proactive churn management at the Hass School of Business. In this paper, we show that using social network data in tandem with proactive churn management can reduce churn rates in IT-related services. We discuss results from a large scale randomized field experiment and shed light on the underlying behavioral mechanisms at play in our setting leading to reduced churn rates when the firm reaches out to the friends of likely churners in addition to calling the latter.