Stay with me - Conversational Churn Prevention in Digital Subscription Service
Journal
European Conference on Information Systems (ECIS)
Type
conference paper
Date Issued
2023-04-24
Author(s)
Benner, Dennis
;
Schöbel, Sofia
Research Team
IWI6
Abstract
Lots of organizations use subscription business models. However, with increasing competition and technological progress switching costs for customers are decreasing. This development can translate to serious issues for subscription-based businesses, requiring action. Traditionally, businesses used mailings or calls, which are costly, time-consuming and often not effective. In this research-in-progress paper, we explore conversational churn prevention as a potential remedy. We present a conversational agent with persuasive design features (e.g., nudges) and first results from a pre-study. We conduct an in-between subject experiment and interviews for our mixed-methods evaluation of our pre-study. Our work contributes to theory, by presenting more insights into the interaction quality of conversational agents in the context of churn prevention of digital services and the role of persuasive design. We support practitioners, by guiding them towards more effective use of conversational agents to improve their services and to predict churn.
Language
English
Keywords
subscription service
conversational agent
persuasiveness
churn prevention
HSG Classification
contribution to scientific community
Publisher place
Kristiansand, Norway
Pages
14
Event Title
European Conference on Information Systems (ECIS)
Event Location
Kristiansand, Norway
Event Date
11-16 Jun 2023
Official URL
Subject(s)
Eprints ID
270126
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open.access
Name
JML_928.pdf
Size
563.26 KB
Format
Adobe PDF
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