What is the objective of Customer Retention?

The client maintenance definition in marketing is the way toward connecting with existing clients to keep purchasing items or products or services from organizations.

Customer retention is the collection of activities a business uses to extend the number of repeat customers and extend the profitability of every existing customer.

Organizations need to guarantee the clients organizations so hard to acquire, remain with them, have an extraordinary client experience, and get an incentive from their products. It likewise encourages organizations or associations to build excellent relationships with their customers.

Why do we need Customer Retention?

For the typical person in business, an enormous aspect of their responsibilities is securing new customers. A lot of time and vitality is committing to this interest. It makes sense to want more clients and customers than you already have, right?

It is essential to understand why finance should retain customers. In a universe of instant information and admittance to anything, abilities to focus and tolerance appear to be continually reducing. Organizations need to keep business new and exciting for their clients, and they need to concentrate on looking into client maintenance or retention. By using customer retention strategies, companies can see what customers like, don’t want, and anything different they’d like to see.

why you should care about existing customers.here few examples


One of the significant advantages of customer retention is the effect that current clients can have on organization revenue. Suppose a client has utilized business services or benefits previously and had the best client experience. In that case, they are unquestionably bound to return to a similar organization or business in the future. Repeat purchases = repeat profits.


Steadfast or loyal clients are one of the best approaches to find new business. Referrals from loved ones have a substantial impact on someone’s emotional cycle. Nowadays, individuals will take to web-based media to discuss their experiences, both positive and negative.


Business customers are humans, too, and all humans want to be treated with respect. The relationship between company and customer will define how the company moves forward. It’s up to business owners to make sure that is a constructive direction.

Satisfied clients will give significant input about the service they’ve received from the organization. Much like informal exchange among loved ones, excellent online reviews about specific organizations show the significance of customer loyalty and retention. If a customer leaves reviews on a company site or tweeting their thoughts, don’t forget to thank them for their feedback.


The significance of customer retention can be found in the execution of services among you and your competitors. Why? On the off chance that you don’t, they’ll go directly to your competitors, and winning them back turns into a lot more challenge. Whatever market you’re in, it’s a serious world, and you have to do what you can to get ahead.

  • Enhance brand reputation

Organizations with the best customer service and retention techniques likewise have solid brand reputations. It makes sense. These organizations transform their clients into brand evangelizers essentially by treating them right the first time. An ideal approach to improve your brand reputation is by concentrating on client customer retention, straightforward.

The importance of customer retention can have a major impact on the whole business performance.

How does an AI-based solution work in Customer Retention?

Today, financial organizations are interested in adopting the idea of turning to artificial intelligence for help in the sales process. Depending on the business, it tends to be somewhere in the range of five to multiple times more costly to procure another client than holding a current one. By expanding client retention by just 5% can build benefits by 25 to 92 %. Companies hoping to improve the handling of customer churn and retention ought to be hoping to use AI intensity.

  • Segmentation is a significant test for marketers. Each client is one of a kind, and every one collaborates with companies products and services in an unexpected way. Understanding what drives purchaser or customer behaviour, and building the following best activity dependent on last and historic behaviour is a perspective where having an AI or machine learning solution helps colossally.
  • AI-Based solutions can assist organizations with empowering clients at each phase of the client lifecycle to make an ideal move or desired.

Complete process

Data extraction

Data is extracted from the different databases of any particular finance industry to build customer retention models or systems. Finance industry or organization stores various kinds of information in their databases about their customers. We have to extract that past data from one or more databases and then combine them to create a dataset.

Data annotation

For this problem statement, we are creating a dataset from different databases of the finance industry. That dataset may contain

  • Customer’s personal information such as age, gender, qualification of education, etc.,
  • Business services include which services and how customers use that, .etc.

The gathered dataset size is enormous, and the number of features (dimensions ) is also high. So we have to reduce these dimensions or features by selecting only essential features from all our model features.

Data processing

Whatever data is collected from the financial industry databases that need to apply a few techniques to get a better quality dataset. Because real word data have missing values of different features, we have to fill missing values with good values according to the feature type. For example, if customers ignore information when they fill any form related to the industry that ignores information will be stored as empty or null values.

To fill or remove all these noises in the dataset, we need to apply preprocessing techniques. This phase is not only solving issues related to missing values. But we may also use different techniques like changing one feature to another. If we consider gender features, we convert that to numbers such as 1 for females, 0 for males, etc. Like this, we should analyze data, and according to that, we have to apply methods. After completing this data preprocessing step, our previous dataset should become a more quality and quantity dataset. This quality dataset reflects model performance.

Model development

We can implement a customer retention model using churn prediction.  A prediction churn model is a classification tool. A model that looks at the different customers’ features and learns which features are essential to determine if a customer will churn. In this stage, we are taking input data as a preprocessed dataset because the preprocessed dataset doesn’t contain more noise. so our model will learn correct patterns from the dataset.

We can build a churn prediction model using different machine learning algorithms such as Support vector machine (SVM), Logistic Regression, Random Forest, Artificial Neural Networks, Naive Bayes Algorithm, etc. For example

Logistic regression

When working with our data that collects a binary separation, we need to characterize our observations as the client “will churn” or “won’t churn” from the organization. A logistic regression model will attempt to find the probability of customer churn.

The logistic regression basically augments linear regression; just the anticipated result esteem is between [0, 1]. The model will recognize connections between our objective element, Churn, and our other features to apply probabilistic counts for figuring out which class the client should belong to.

Support Vector Machine (SVM):-

The Support Vector Machine algorithm makes an n-dimensional space (where n is the number of features). Every client is a point in that space. In request to arrange the focuses into one of two groups, the client churn or not. It attempts to discover a hyperplane, with as enormous an edge as possible that separates the two groups.

Inference and deployment of the model

This is the final step of the customer retention problem statement. The selected model/models need to be put into production. For production purposes, organizations need to visualize the results of trained models clearly. We can deploy trained models using different techniques such as rest API and docker images to look like a website. By using this, finance companies can see new customers or existing customers will churn or not, and many other things that help organizations understand why customers lose their interest in a particular product or service of the organization. If a deployed product doesn’t work correctly, we have to look at all the above steps and find where we have to apply more techniques and develop.

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