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From Customer Risk to Corporate Strategy

Using text analysis and predictive modeling to improve promoter scores

About this paper

Two assets significantly influence success or failure of a company. Those are customers and their continued patronage, and employees and their knowledge (as well as their work productivity). This paper describes how to evaluate the likelihood of continued customer patronage versus the risk of losing it. It also acknowledges corresponding loyalty, measured in the form of promoter scores. The paper proposes a strategic analytic roadmap for how SAS enables you to use promoter score survey results to identify customer migration value. The strategic value your organization gains from such analyses enables you not only to understand why customers are or are not likely to promote your product or service – but also their likelihood to do so in the future.

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