Abstract: The research is given to optimization decision on multi-customer churn retrieval under the nonrestraint condition.Through modeling and analyzing with the help of generalized customer lifetime value, it is found that to retrieve a churn customer is necessary, the optimized retrieval expense exists, and the reasonable retrieval sequence among various customers also exists, only when the value of retrieve-action-judgment-coefficient is greater than one.

Key words: customer churn retrieval, generalized customer lifetime value, optimization decision