  Customer Relationship Management (CRM) is a key element of modern marketing
strategies. One of the most practical way to build useful knowledge on
customers in a CRM system to produce scores to forecast churn behavior,
propensity to subscribe to a new service... In AMEA zone (Asia, Middle East and
Africa zone), the context of fierce competition may represent a higher
percentage, and particularly in B2B market. But by contrast, to our knowledge,
no scientific papers were dedicated and published to detail the way to improve
loyalty in B2B Telco market. If we can assume at low segments similarities
between B2B and B2C, some research is required in order to model B2B user
behavior versus B2C behavior. This problematic stands actual as "Bring Your own
Device" (BYOD) becomes more and more trendy. Answering business requirements,
our team applied some B2C predictive tools with adapting them to B2B in an AMEA
country Orange affiliate.
