With customer retention becoming one of the key drivers for running a successful business, companies are focusing attention on retaining their loyal, high-value customers. Churn prediction models help companies predict defection at an individual customer level ahead of time. Retention marketing programs use this information to run preemptive marketing or service programs to the subset of the customer base identified as high risk and thus mitigate the risk of customer defection.

Analytical methods developed by Fifth C for its predictive models rely on asking select key questions of every single customer that may impact their churn behavior and developing proprietary algorithms to answer these questions effectively from their transaction data. The models output an assessment of risk for churn in the immediate future as well as potential risk factors that contribute significantly to this risk. This allows prioritization of customers for attrition management programs as well as development of relevant marketing or service programs for treatment.