基于客户-客服沟通文本信息的客户流失研究  

Research on Customer Churn Detainment Based on Communication Text Information between Customers and Customer Services

作　　者：王菲菲 刘雯珺 朱立奥 吕晓玲[1,2] WANG Feifei;LIU Wenjun;ZHU Li’ao;LYU Xiaoling(Renmin University of China,Beijing,China;Peking University,Beijing,China)

机构地区：[1]中国人民大学应用统计研究中心 [2]中国人民大学统计学院 [3]北京大学数学科学学院

出　　处：《管理学报》2024年第8期1199-1207,共9页Chinese Journal of Management

基　　金：教育部人文社会科学重点研究基地重大项目(22JJD910002);国家自然科学基金资助项目(72371241,72171229)。

摘　　要：为探索客服与客户之间的交流是否会影响客户流失,以某互联网素质类在线教培公司的客户-客服对话数据为基础,通过文本分析方法挖掘对话中蕴含的各类主题以及情感状态,并结合逻辑回归模型进一步探索对话内容对客户流失的影响程度。研究表明:①互动过程中客服的礼貌用语可以减少客户流失;②互动过程中客户的情感态度和客户流失具有非线性关系;③客服与客户紧扣业务的积极互动会提升客户的续费率,而系统预设生成的群发消息无法引起客户的回应,会导致客户续费意愿的下降。Based on the customer-service dialogue data of a certain online education company specializing in internet literacy,this study explores whether the communication between customer service and customers affects customer churn.Through text analysis methods,various topics and emotional states implicit in the dialogue are excavated.Additionally,we employ a logistic regression model to further investigate the influence of textual factors on customer churn.The research findings indicate that:①Polite language used by customer service during interactions can reduce customer churn.②Customer emotional attitudes during interactions has a non-linear relationship with customer churn.③Positive interactions between customer service and customers regarding business matters can increase customer renewal rates,while system-generated mass messages fail to elicit responses from customers,leading to a decrease in customers’renewal intentions.

关 键 词：客户关系管理 客户流失 客服服务 续费预测 文本分析 

分 类 号：C93[经济管理—管理学]