It is interesting that there is significant modeling in the customer satisfaction/retention area. Finance (economics) is modeling-heavy. I remember completing projects such as the following during the MSF program:
- Developing a model for interest rate prediction
- Modeling the appropriate mix of assets and liabilities for a financial institution such as a bank (asset-liability management).

I found the following articles on modeling in the customer area:


Customer Retention Predictive Modeling in HealthCare Insurance Industry
http://analytics.ncsu.edu/sesug/2009/AD007.Su.pdf

Using Data Mining Techniques to Increase Efficiency of Customer Relationship Management Process
http://maxwellsci.com/print/rjaset/v4-5010-5015.pdf
 
Prediction of Churn Behavior of Bank Customers Using Data Mining Tools
http://www.saycocorporativo.com/saycouk/bij/journal/vol5no1/article_10.pdf

Customer Metrics and Their Impact on Financial Performance
http://bear.warrington.ufl.edu/CENTERS/MKS/invited/Customer%20Metrics%20and%20Their%20Impact.pdf