Mau, Stefan; Pletikosa, Irena; Wagner, Joël - In: International Journal of Bank Marketing 36 (2018) 6, pp. 1125-1144
Purpose: The purpose of this paper is to demonstrate the value of enriched customer data for analytical customer relationship management (CRM) in the insurance sector. In this study, online quotes from an insurer’s website are evaluated in terms of serving as a trigger event to predict churn,...