Clearly, keeping your good customers is of utmost importance to your firm's returns. Customer loyalty must continually be earned and re-earned. Retention spending tends to generate a greater return, because retained customers become more profitable over time due to increased purchases, reduced operating costs, referrals, price premiums, and reduced acquisition costs. Even small improvements in customer retention can produce dramatic improvements in your bottom line. Tools exist that will allow you to predict who is likely to demonstrate low loyalty and defect.
Predictive models are helpful and are a good start to solving the problem.
But, once you know WHO is likely to defect, the question of WHAT TO DO remains. Optimization science from Trajecta balanced with your domain expertise and judgment will uncover the elusive answers. Optimization leverages predictive models to make the best possible decisions. You might have gigabytes or terabytes of data on customer switching patterns. However, deriving usable and actionable information from that data is an entirely different mission.