Quickly learn which of your customers will leave your business first.

Blog post by Milan Mirkovic

Having the ability to take a look into a crystal ball and see the future is probably something that most business owners would rank high on their wish-list. It would enable them to – among other things – see which customers are likely to leave them, and which are the most loyal ones. A rule of thumb says that it costs five times as much to get a new customer as it does to keep the current customers.

In cooperation with my colleagues at Kapacity, I have developed Kapacity Buzzard – a predictive framework based on Microsoft and open-source technologies for identifying potential churners. Buzzard can quickly and with great statistical certainty tell you which of your customers are at risk of leaving you – thus enabling you to have a crystal ball of your own.

And how can you use that information? The insight into your customers’ behavior enables you to act before your customers even know that they want to leave you. It creates great value for your business to have this knowledge as it allows for targeted action and picking some of the low-hanging fruits. You can act proactively and give the customer the right offer based on their specific behavior, so the customer is more likely to stay.

Understand your customer base even better

In addition, with Kapacity Buzzard, you will learn to understand your customer base even better. You will be given the opportunity to identify customers in the risk group to leave you, while also understanding what characteristics your most loyal customers have. That information you can use to target your marketing efforts. You can use the information to identify those who look like them and systematically try to prevent them from ending up in the risk group. Ultimately, this knowledge will make your business more efficient and allow you to reduce costs and increase earnings.

By further analyzing customers in different risk groups you can start developing a better understanding of the factors that drive their decisions to leave, and use that knowledge to invest in efforts to change their minds. Our expertise, data insight and broad experience combined with your own in-depth understanding of business processes is the key to unlocking actionable insights and putting them to good use.

How can we predict who will leave you?

We predict it based on data from your business. All that data is put into Kapacity Buzzard, which makes it possible to tell you which customers are most likely to leave you based on your own data. The result can be looked at in two ways. From a statistical perspective – so how good is the model at predicting who wants to leave the company – or from a business perspective – that is how much money can be saved by spotting potential churners and persuading them to stay in the business.

You have probably heard about algorithms – Buzzard is based on advanced algorithms that continuously learn from your data’s history. That is, the longer you use Buzzard, the better the algorithm and predictions becomes.

If you think this sounds interesting and would like to have a crystal ball of your own – get in touch with me or one of my colleagues in Kapacity!

Contact us about Buzzard

About the author

Milan Mirkovic is a Data Scientist at Kapacity A/S. Milan has over 7 years of experience working with open-source tools and technologies in the Data Mining domain. He has been actively involved in numerous academic research projects during the past decade within this field. Lately, he’s been focused on delivering advanced analytics solutions based on Microsoft technologies stack, augmented by custom R and Python code.