2026-09-20T00:27:49Zhttps://dspace.mit.edu/server/oai/requestoai:dspace.mit.edu:1721.1/1045502022-01-13T07:54:52Zcom_1721.1_7582com_1721.1_7581col_1721.1_131023
Duncan Simester.
Ringvald, Alan O
Rodriguez Garcia, Abraham C
Sloan School of Management.
Sloan School of Management
2016-09-30T19:35:08Z
2016-09-30T19:35:08Z
2016
2016
http://hdl.handle.net/1721.1/104550
958500552
Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Alan O. Ringvald).
Thesis: S.M. in Management of Technology, Massachusetts Institute of Technology, Sloan School of Management, 2016. (Degree granted to Abraham C. Rodriguez Garcia).
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 39-41).
With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers.
by Alan O. Ringvald and Abraham C. Rodriguez Garcia.
M.B.A.
S.M. in Management of Technology
41 pages
eng
Massachusetts Institute of Technology
M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.
http://dspace.mit.edu/handle/1721.1/7582
Sloan School of Management.
Unresponsive customers : acquisition, retargeting and win-back
Thesis
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<Abstract>With firms losing an average of 25% of their customer base every year, understanding and engaging unresponsive customers has become more critical than ever. We characterize unresponsive customers as either prospects that have never purchased from a firm, or former customers that have not purchased in at least twelve months. Since 55% of all communication is non-verbal, how can online firms cut through the silence and engage these unresponsive customers digitally? Our paper is an exploration into the three current management strategies firms implement to reach the unresponsive customer: acquisition, retargeting, and win-back. Included is an examination into recent technological advancements that provide a new layer of visibility into the behavior and emotion of the unresponsive customer. We also discuss how Emotional Value, which is described as the economic worth of feelings, can be implemented to more effectively win-back customers.</Abstract>
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