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Demonstrating Churn Diagrammatically

Gandy, RJ (2009) Demonstrating Churn Diagrammatically. In: ISBE Conference Papers . (Institute for Small Business and Entrepreneurship Annual Conference, 03 November 2009 - 06 November 2009, Liverpool).

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Abstract

"Churn" is a key statistical indicator reflecting the attrition/turnover of customers or employees of a business, or users of a service. The Nomogramma di Gandy (NdiG) is a novel method that can compare "Churn" across many organisations, and which should be taught in postgraduate business courses. Examples include International Trade, Populations and Staff. Objectives The NdiG is shown to be a novel technique that can be used to in postgraduate education to show entrepreneurs and business people about the key concept of “Churn”, which can greatly influence marketing and business strategies, and workforce planning. It is suggested that the NdiG could be included as a standard in statistical education modules in postgraduate business courses. Prior Work The NdiG has been regularly used in Italy for many years to show the mobility of hospital patients between geographical areas. Exploratory work by Professor Franci of Urbino University and the author has established that the NdiG can be used as a generic analytical tool and presentation method, which can be applied to a wide range of fields. Approach The basic assumptions and requirements underpinning the NdiG were revisited and analysed, with a view to establishing how and where it could be made transferable to other fields of interest, particularly “Churn”. An iterative approach was then adopted: obtaining relevant data and applying it to the NdiG to see if the results would make sense to (potential) users in the fields concerned. This enabled the set conventions and criteria to be confirmed. Results The results of applying the NdiG to the concept of “Churn” are presented for International Trade and Population movement between English regions, together with a description of a Staff Turnover situation. Examples are provided of how the NdiG can be used to show changes over time. Implications The implications of using the NdiG to demonstrate “Churn” is that business people and market researchers have a user-friendly presentation from which inferences can be readily drawn, which in turn can inform marketing, business and workforce strategies. The nature and detail of the NdiG is such that it is best taught, with examples provided, so that students can explore how it might be relevant to their own circumstances. Value The NdiG is a straightforward technique that requires limited data, but which can present a complex situation in a way that enables inferences to be readily made. Therefore it is an important tool that can be used by to demonstrate “Churn”, and support reflective thinking and Action Learning.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Publisher: Institute for Small Business and Entrepreneurship
Date Deposited: 09 May 2017 10:00
Last Modified: 09 May 2017 10:00
URI: http://researchonline.ljmu.ac.uk/id/eprint/6378

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