|
Digital
Library of the European Council for Modelling and Simulation |
Title: |
Predicting Next Touch Point In A Customer Journey: A Use Case In
Telecommunication |
Authors: |
Marwan Hassani,
Stefan Habets |
Published in: |
(2021). ECMS 2021,
35th Proceedings DOI: http://doi.org/10.7148/2021 ISSN:
2522-2422 (ONLINE) ISSN:
2522-2414 (PRINT) ISSN:
2522-2430 (CD-ROM) ISBN: 978-3-937436-72-2 Communications of the ECMS , Volume 35, Issue 1, June 2021, United Kingdom |
Citation
format: |
Marwan Hassani, Stefan Habets
(2021). Predicting Next Touch Point In A Customer Journey: A Use Case In
Telecommunication, ECMS 2021 Proceedings
Edited By: Khalid Al-Begain, Mauro Iacono, Lelio Campanile, Andrzej Bargiela European
Council for Modeling and Simulation. doi:
10.7148/2021-0048 |
DOI: |
https://doi.org/10.7148/2021-0048 |
Abstract: |
Customer
journey analysis is rapidly increasing in popularity, as it is essential for
companies to understand how their customers think and behave. Recent studies
investigate how customers traverse their journeys and how they can be
improved for the future. However, those researches only focus on improving
the process for future customers by analyzing the historical data. This
research focuses on helping the current customer immediately, by analyzing if
it is possible to predict what the customer will do next and accordingly take
proactive steps. We propose a model to predict the customer's next contact
type (touch point). At first we will analyze the customer journey data by
applying process mining techniques. We will use
these insights then together with the historical data of accumulated customer
journeys to train several classifiers. The winning of those classifiers,
namely XGBoost, is used to perform a prediction on
a customer's journey while the journey is still active. We show on three
different real datasets coming from interactions between a telecommunication
company and its customers that we always beat a baseline classifier thanks to
our thorough pre-processing of the data. |
Full
text: |