Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)

International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)

📍Biskra, Algeria🗓️ 13-14 April 2026
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From CLV to Action: A Lightweight Framework for Omnichannel Automation and Budget Allocation in SaaS

Authors
Zohra Nourhane Chebab1, *, Yahia Boukerch2
1Laboratory of Economic Reforms, Strategy and Integration into the Global Economy, École Supérieure de Commerce, Kolea University hub, Tipaza, Algeria
2Laboratory of Economic Reforms, Strategy and Integration into the Global Economy, École Supérieure de Commerce, Kolea University hub, Tipaza, Algeria
*Corresponding author. Email: z_chebab@esc-alger.dz
Corresponding Author
Zohra Nourhane Chebab
Available Online 24 June 2026.
DOI
10.2991/978-94-6239-711-8_18How to use a DOI?
Keywords
Customer Lifetime Value; SaaS; Omnichannel Automation; Explainable AI; Churn Management; Budget Allocation
Abstract

The increasing use of artificial intelligence (AI) in customer relationship management has enabled firms to automate interactions across multiple channels. However, many software-as-a-service (SaaS) companies struggle to align omnichannel automation and budget allocation with customer value, particularly in emerging market contexts where data and analytical resources are constrained. This study proposes an AI-enabled, yet non–machine-learning, framework that integrates short-horizon customer value estimation with operational risk signals to guide automation governance and resource allocation. Using an 18-month customer–month panel from a B2B SaaS company, the analysis examines cohort-based churn heterogeneity, validates the economic relevance of forward-looking value tiers, and evaluates journey-level outcomes in terms of churn, realized revenue, and automation spend. The results show that churn probabilities vary systematically by customer tenure and subscription tier, that short-horizon value tiers align closely with realized six-month revenue and retention outcomes, and that aggregating value and risk at the journey level provides a transparent basis for allocating automation budgets. Rather than prioritizing predictive complexity, the proposed framework emphasizes interpretability, managerial relevance, and feasibility. The findings demonstrate how explainable AI principles can be operationalized to improve omnichannel automation governance in SaaS firms, offering practical insights for organizations operating under data, budgetary, and capability constraints.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
24 June 2026
ISBN
978-94-6239-711-8
ISSN
2352-5428
DOI
10.2991/978-94-6239-711-8_18How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zohra Nourhane Chebab
AU  - Yahia Boukerch
PY  - 2026
DA  - 2026/06/24
TI  - From CLV to Action: A Lightweight Framework for Omnichannel Automation and Budget Allocation in SaaS
BT  - Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)
PB  - Atlantis Press
SP  - 183
EP  - 193
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-711-8_18
DO  - 10.2991/978-94-6239-711-8_18
ID  - Chebab2026
ER  -