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Measuring AI Impact: A Cross-Industry Analysis of AI-Driven Customer Retention Strategies
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Author(s): Padmanabhan Subramanian (Anna University, Chennai, India), S. Ponmalar (Bharthiar University, Chennai, India), Arief Ruslan (Universitas Budi Luhur, Jakarta, Indonesia)and Santhosh Chandrasekaran (Tata Consultancy Services, UK)
Copyright: 2025
Pages: 26
Source title:
Strategic Blueprints for AI-Driven Marketing in the Digital Era
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3373-3897-2.ch008
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Abstract
In today's experience economy, organizations require AI-powered customer retention approaches that extend beyond transactional interactions. Employing machine learning algorithms and significant performance indicators like churn rates, repeat purchase patterns, and CLV. This study assesses the quantifiable influence of AI on customer retention levels. Through rigorous quantitative methodology, this research analyzes survey data and industry reports using statistical analysis to evaluate AI's efficacy in customer retention frameworks. Findings reveal moderate success patterns with notable variance—retail and e-commerce sectors demonstrating superior outcomes while other industries struggle with digital transformation integration. AI-enabled personalization enhances customer engagement metrics but requires further optimization to produce consistent retention results. This study also offers practical recommendations by outlining best practices, issues and sector-specific adjustments needed to achieve optimal utilization of AI in customer retention.
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