Churn models assess the likelihood of a customer ceasing to use a given product and predict how long it will remain active. The method analyzes the time until an "event" occurs and takes into account dynamic factors such as transactional behavior, balances, channel usage, response to offers, and competitive pressure. Thus, the bank receives not only the risk of churn, but also a forecast of the duration of the customer relationship for a specific product/service.

Key benefits:

• Early detection of customers with a high risk of churn and timely retention measures
• Forecasting the duration of product use, which improves revenue and capital planning
• Precisely targeted retention campaigns, directed only at customers for whom the intervention has a real effect