Retention · Field experiment
Proactive Customer Education, Customer Retention, and Demand for Technology Support: Evidence from a Field Experiment
Manufacturing & Service Operations Management · 2016
Summary
The study uses an experimental setting to examine whether educating customers can influence both continued use and requests for technical support, outcomes that can move in different directions.
For your marketing
Possible founder application
Treat onboarding and education as interventions with both retention and support-cost outcomes. Measure whether users reach value, stay, and need less reactive help.
Reported result
What the study found
The study uses an experimental setting to examine whether educating customers can influence both continued use and requests for technical support, outcomes that can move in different directions.
Research question
What the authors investigated
How does proactive education affect customer retention and demand for technical support?
Design
A field experiment evaluates proactive customer education and tracks retention and technology-support demand.
Sample and setting
Customers of a technology service in the field setting; the accessible publisher record does not report the full sample description or sample size.
Scope and transfer
Limitations to keep in view
The inspected publisher preview does not show the detailed result estimates or setting. Effects of education may depend on product complexity, support model and customer readiness.
Research sources
INFORMS publisher record and peer-reviewed citation metadata; detailed numeric findings are withheld because they were not accessible in the retrieved abstract.