All work
Bank Customer Churn Analysis
10,000 customer records read across demographic, financial and behavioural dimensions to find where churn risk concentrates, and which segments a retention team should act on first.
- Records analysed
- 10,000
- Base churn rate
- 20.37%
- Markets
- 3
- Built in
- Google Sheets
What it found
The largest pool of at-risk customers is the one nobody is watching: inactive customers who still hold a balance.
31.63%
of 3,105 customers, against a base rate of 20.37%
This is the highest-volume risk group rather than the highest-rate one. Other segments churn harder, but none of them contains this many people, which is what makes it the first place a retention team should spend its effort.
What this analysis cannot tell you
- It is descriptive. Customers holding three or four products leaving in large numbers does not establish that the products caused it; something about who is sold those products may explain both.
- Churn is a flag recorded against each customer, not a departure observed over time, so nothing here says when a customer left or how long the warning signs were visible.