One question faced by lots of companies in competitive markets, is… why are our customers leaving us? What drives them to switch to a competitor? This is called ‘customer churn’.
Imagine you run a utility company. You know this about each of your customers:
- When they signed the first contract
- How much power they use on weekdays, weekends, etc
- Size of household
- Zip code / Postcode
For millions of customers you also know whether they stayed with your company, or switched to a different provider.
Ideally you’d like to identify the people who are likely to switch their supply, before they do so! Then you can offer them promotions or loyalty rewards to convince them to stay.
How can you go about this?
If you have a data scientist or statistician at your company, they can probably run an analysis and produce a detailed report, telling you that high consumption customers in X or Y demographic are highly likely to switch supply.
It’s nice to have this report and it probably has some pretty graphs. But what I want to know is, for each of the 2 million customers in my database, what is the probability that the customer will churn?
If you build a machine learning model you can get this information. For example, customer 34534231 is 79% likely to switch to a competitor in the next month.
Surprisingly building a model like this is very simple. I like to use Scikit-learn for this which is a nice easy-to-use machine learning library in Python. It’s possible to knock up a program in a day which will connect to your database, and give you this probability, for any customer.
One problem you’ll encounter is that the data is very non-homogeneous. For example, the postcode or zip code is a kind of category, while power consumption is a continuous number. For this kind of problem I found the most suitable algorithms are Support Vector Machines, and Random Forest, both of which are in Scikit-learn. I also have a trick of augmenting location data with demographic data for that location, which improves the accuracy of the prediction.
If customer churn is an issue for your business and you’d like to anticipate it before it happens, I’d love to hear from you! Get in touch via the contact form to find out more.