STEADY RIDES, STEADY PROFITS: DETECTING CUSTOMER ROUTINES TO OPTIMIZE CRM STRATEGIES

Summary from the TLDR Marketing newsletter

Routine behavior correlates with an increase in customer value, lower price sensitivity, and greater retention in ridesharing services. A new estimation method based on transactional data allows firms to quantify and segment customers by their routine patterns. The findings of this study highlight the potential of routines as a key factor in CRM strategy and customer segmentation.