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Cambridge Service Alliance

At the forefront of service transformation in the digital era
Unlocking the secrets of customer loyalty

Customer retention plays a critical role in a firm's long-term sustainability. Until recently, however, firms have tended to rely on one-dimensional survey techniques to measure their customers' loyalty. This white paper shows how machine learning can help overcome these limitations.

We know from previous research that relying on satisfaction ratings to measure customer loyalty is problematic. It often masks underlying dissatisfaction with a company's products and services and that a significant proportion of its customers are at risk of churn. With better insights, these customers could be prevented from seeking alternative providers.

This research applied a more nuanced approach to understanding customer loyalty, looking at what customers think, feel and do in order to arrive at a more accurate prediction of their future behaviour. By combining this framework with advanced machine learning techniques and applying them to attitudinal,
emotional and transactional customer datasets in a B2B context, we have developed an approach which was 93% reliable in its prediction of churn.


Read the white paper Unlocking the secrets of customer loyalty

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included BAE Systems, Caterpillar, GEA, IBM, Pearson, Zoetis, CEMEX, HCLTech and Bouygues

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