Machine learning to manage contact with an inactive customer to increase activity of the customer

A computer program product, comprising:

• a computer-readable storage medium;
• and
• a computer-readable program code stored in the computer-readable storage medium, the computer-readable program code containing instructions that are executed by a central processing unit (CPU) of a computer system to implement a method of managing a contact with an inactive customer, the method comprising the steps of:
• receiving, by the computer system, data specifying activity of a plurality of customers and based on the data specifying the activity of the plurality of customers, grouping the plurality of customers into active and inactive customers;
• based on data specifying activity of the active customers, grouping, by the computer system, the active customers into defined activity segments, each activity segment describing a corresponding level of activity and style of activity of a corresponding group of the active customers;
• based on textual data authored by the active customers in the activity segments, determining, by the computer system, personality traits, values, and needs of the active customers;
• generating, by the computer system, a mapping between (1) the personality traits, values, and needs of the active customers and (2) the defined activity segments;
• based on textual data authored by an inactive customer, determining, by the computer system, personality traits, values, and needs of the inactive customer;
• based on the personality traits, values, and needs of the inactive customer, determining, by the computer system and using the generated mapping, an activity segment in which the inactive customer likely belongs;
• selecting, by the computer system, one or more actions corresponding to the active customers in the determined activity segment in which the inactive customer likely belongs;
• and
• applying, by the computer system, the selected one or more actions to the inactive customer, which increases a likelihood of the inactive customer becoming engaged in an activity similar to activities performed by the active customers.

A computer system comprising:

• a central processing unit (CPU);
• a memory coupled to the CPU;
• and
• a computer readable storage device coupled to the CPU, the storage device containing instructions that are executed by the CPU via the memory to implement a method of managing a contact with an inactive customer, the method comprising the steps of:
• receiving, by the computer system, data specifying activity of a plurality of customers and based on the data specifying the activity of the plurality of customers, grouping the plurality of customers into active and inactive customers;
• based on data specifying activity of the active customers, grouping, by the computer system, the active customers into defined activity segments, each activity segment describing a corresponding level of activity and style of activity of a corresponding group of the active customers;
• based on textual data authored by the active customers in the activity segments, determining, by the computer system, personality traits, values, and needs of the active customers;
• generating, by the computer system, a mapping between (1) the personality traits, values, and needs of the active customers and (2) the defined activity segments;
• based on textual data authored by an inactive customer, determining, by the computer system, personality traits, values, and needs of the inactive customer;
• based on the personality traits, values, and needs of the inactive customer, determining, by the computer system and using the generated mapping, an activity segment in which the inactive customer likely belongs;
• selecting, by the computer system, one or more actions corresponding to the active customers in the determined activity segment in which the inactive customer likely belongs;
• and
• applying, by the computer system, the selected one or more actions to the inactive customer, which increases a likelihood of the inactive customer becoming engaged in an activity similar to activities performed by the active customers.