Data-driven agent-based exploration of customer behavior

Customer retention is a critical concern for mobile network operators because of the increasing competition in the mobile services sector. Such unease has driven companies to exploit data as an avenue to better understand changing customer behavior. Data-mining techniques such as clustering and classification have been widely adopted in the mobile services sector to better understand customer retention. However, the effectiveness of these techniques is debatable due to the constant change and increasing complexity of the mobile market itself. This design study proposes an application of agent-based modeling and simulation (ABMS) as a novel approach to understanding customer behavior through the combination of market and social factors that emerge from data. External forces at play and possible company interventions can then be added to data-derived models. A dataset provided by a mobile network operator is utilized to automate decision-tree analysis and subsequent building of agent-based models. Popular churn modeling techniques were adopted in order to automate the development of models, from decision trees, and subsequently explore possible customer churn scenarios. ABMS is used to understand the behavior of customers and detect reasons why customers churned or stayed with their respective mobile network operators. A CART decision-tree method is presented that identifies agents, selects important attributes, and uncovers customer behavior - easily identifying tenure, location, and choice of mobile devices as determinants for the churn-or-stay decision. Word of mouth between customers is also explored as a possible influence factor. Importantly, methods for automating data-driven agent-based simulation model generation will support faster exploration and experimentation - including with those determinants from a wider market or social context.