The Industry Gap In Customer Churn Analysis

To retain customers, data and analytics leaders need to employ customer churn and attrition analysis, which predicts which current customers are likely to defect based on similarity to prior defectors. Measuring churn is especially challenging in industries like retail and wholesale where there is no clearly defined moment when a customer is no longer a customer — “silent” churn. Only 39% of data and analytics decision-makers in retail and wholesale are using customer churn and attrition analysis compared to 50% in utilities and telecommunications. To close that gap, data and analytics leaders in retail and wholesale must define and consistently measure this silent churn.