Project Overview
Challenge
Piggy Bank sought to enhance customer loyalty and reduce churn rates by identifying and targeting customers at a high risk of exiting the bank.
Objectives
- Develop a customer retention strategy.
- Build a decision tree to identify at-risk customers.
Methodology
Using Excel, the data was cleaned, transformed, and analyzed. A decision tree was created to categorize customers based on risk factors.
Key Insights
The analysis revealed that non-active members, particularly females from Germany over 45 years old with fewer than two products and balances above $90,000, were most likely to leave.
Recommendations
- Initiate targeted marketing campaigns towards the identified high-risk customer segments.
- Offer incentives specifically designed to enhance loyalty among these customers.
Conclusion
The case study demonstrates Piggy Bank's proactive approach to customer retention through data-driven analysis and personalized marketing strategies.