When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While this strategy can be effective, the author shares new research based on field experiments with over 14,000 customers that suggests it isn’t always the best way to maximize ROI on marketing spend. Instead, the author argues that...| Harvard Business Review
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