Customer Churn Challenge

The goal of this Maven Analytics challenge was to "help the company improve retention by identifying high value customers and churn risks, and have been asked to present your findings to the CMO in the form of a single page report or dashboard."

I used Excel to create pivot tables for the initial analysis of the data. I sought to find any large populations of customers that could be tied to reasons why they left the company. Here were the findings that drove my approach:

• Month-to-month customers were most likely to churn
• Most customers have internet service
• Majority of customers who stayed have add-on services and/or one or two-year contracts
• One of the top churn reasons was receiving better offers from their competitors

Based on this information, there appears to be a opportunity to focus on the month-to-month customers and those without add-on services. These may be the customer populations who have room for more value in their telecom services. The visualization of these customers were completed with Power BI. Here are my recommendations to the company for higher customer retention:

• Add value to the month-to-month contracts by including one full or limited add-on services as a way to entice customers to consider one or two-year contracts where more add-ons may be available.
• Review the quality of the internet services. As most customers utilize this service, there may be room to improve it for a better customer experience.
• Utilize offers A and B more often when customers decide to leave as these resulted in higher retention than the other offers. This is also directly related to one of the highest churn reasons.
• Improve customer service across the board. The representatives who interact with the customers appear to have room from improvement when providing a high-quality experience, regardless of the telecom service.