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An Information Stock Model of Customer Behavior in Multichannel Customer Support Services

Author

Listed:
  • Kinshuk Jerath

    (Columbia Business School, Columbia University, New York, New York 10027)

  • Anuj Kumar

    (Warrington College of Business Administration, University of Florida, Gainesville, Florida 32611)

  • Serguei Netessine

    (INSEAD, Singapore 138676)

Abstract
We develop a model to understand and predict customers’ observed multichannel behavior in a customer support setting. Using individual-level data from a U.S.-based health insurance firm, we model a customer’s query frequency and choice of using the telephone or web channel for resolving queries as a stochastic function of her latent “information stock.” The information stock is a function of the customer’s “information needs” (which arise when customers file health insurance claims) and “information gains” (which customers obtain when they resolve their queries through the telephone and web support channels), and other factors such as seasonal effects (for instance, queries that arise at the time of annual contract renewal). We find that average information gain from a telephone call is twice as much as that from visiting the web portal; customers prefer the telephone channel for health event-related information but prefer the web portal for structured seasonal information; and customers are polarized in their propensities of using the web channel and can be broadly classified into “web avoiders” and “web seekers.” Our model provides superior in-sample and out-of-sample fit than multiple benchmark models for aggregate and individual-level customer activity and has several managerial uses, such as capacity planning.

Suggested Citation

  • Kinshuk Jerath & Anuj Kumar & Serguei Netessine, 2015. "An Information Stock Model of Customer Behavior in Multichannel Customer Support Services," Manufacturing & Service Operations Management, INFORMS, vol. 17(3), pages 368-383, July.
    • Handle: RePEc:inm:ormsom:v:17:y:2015:i:3:p:368-383
    DOI: 10.1287/msom.2015.0523
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    References listed on IDEAS

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