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Quantifying the impact of customer experience improvements on churn via causal modeling
Quantifying the impact of customer experience (CX) improvements on the financials is crucial for prioritizing and justifying investments. In telecommunication as well as other subscription-based industries, churn is one of or the most important financial aspects to take into account. The presented approach shows how the churn impact of CX improvements – measured via Net Promoter Score (NPS) – can be estimated based on structural causal models. It makes use of algorithms for causal discovery and counterfactual simulation.
Target Audience: Data Scientist, Decision Maker
Prerequisites: basic understanding of statistical modeling
Level: Advanced
Dr. Björn Höfer manages a team for Advanced Analytics & Data Science at Telefónica Germany. He studied International Business at the University of Paderborn and received his PhD from Friedrich-Alexander-University (FAU) of Nuremberg for enhancing simulated test market methodology. His team at Telefónica uses modern data science methods to improve decision making at Telefónica.
