Retaining customers is more important now than ever before. This paper outlines a robust approach to investigating and managing customer churn for those in the B2C market. In order to address customer retention and loyalty, businesses must first understand customer churn through comprehensive analysis and quantify its impact. This analysis will provide initial insight, potentially identifying specific groups of customers requiring market research or specific communication attention.
Depending on the industry and market conditions, a predictive model may be required to help identify potential churners. The analysis provides the foundations for developing customer retention and customer loyalty marketing initiatives to minimise the future impact of customer attrition.