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INTRODUCTION

MY STAKEHOLDERS ARE DIRECTORS, INVESTORS AND BANK MANAGER AND EMPLOYEES WHO DEALING WITH CUSTOMERS RETENTION POLICIES.

MY MANAGER WAS VERY UPSET FROM LAST FEW MONTHS BECAUSE MOST OF THE PEOPLE LEAVING THEIR CREDIT CARD SERVICES.

I WOULD ANALYZE THE 10,000 CUSTOMERS OF THAT PARTICULAR BANK OF LAST 12 MONTHS. I DO THIS ANALYSIS TO FIND OUT THE MAIN REASON OF CHURN AND TRY TO SUGGEST SOME RECOMMENDATIONS WHICH WILL HELPFUL IN MAKING FUTURE POLICIES OF CUSTOMERS RETENTION.

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PROBLEM STATEMENT�16% CHURN RATE

Customers Retention is one of the biggest concern of companies to sustain their business and profits in the market and reduce their time and cost for Obtaining new customers.

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Business Problems�

Basic

Information

Demographics

Financial Information

Churn Reasons

Total number of customers.
Total number of Churn and retain customers.
Churn rate.

Total gender count.
Total number of churn gender wise.
What is the marital status of customers.
What is the education level of customers.

What is the income category of churn customers.
What is the card category of churn customers.
Which card category have more churn.

What is the income and card category of churn females.
How many dependent counts they have.
What is the average utilization of churn females.

What is maximum credit limit at each income level.
What is education level and marital status of churn females.
How many dependent counts they have.
How many females remain inactive in las 12 months

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DATA ANALYSIS

PROCESS�

Analysis

process

Understand Data

Define problems and objectives

Cleaning & Processing

Insights and recommendations

Visualization

Analyzing

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DATA OVERVIEW

GENDER RATIO

Female 53%

Male 47%

INCOME CATEGORY

Less than $40K 3561

$40K - $60K 1790

$60K - $80K 1402

$80K - $120K 1537

Unknown 1112

$120K + 727

CARD CATEGORY

Blue 9436

Silver 555

Gold 116

Platinum 20

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DATA�ANALYSIS AND�VISUALIZATION

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GENDER� AND� CHURN RATE

Female churn ratio is much higher than males i.e. 9% of female and 7% of males tend to leave the credit card .

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TOTAL CHURN� ON EACH� INCOME LEVEL

Those customers whose income level is Less than $40k tend to leave the credit card more.

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CARD CATEGORY AND CHURN RATE

Mostly customers who tend to leave have Blue credit card.

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A LARGE NUMBER OF CUSTOMERS BELONGS TO LESS THAN $40K INCOME GROUP AND HAVE BLUE CREDIT CARD AND RATIO OF FEMALE IS HIGH.

SO FOR FATHER ANALYSIS WE HAVE SPLIT DATA INTO FEMALE AND INCOME CATEGORY BECAUSE OF GETTING CHURN REASON.

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CHURN FEMALE AND INCOME LEVEL

Female who tend to leave more is belongs to Less than $40k income level.

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CHURN FEMALE AND CARD CATEGORY

Most of the female customers who wanted to leave the credit card having Blue credit card.

Card Category	No. of Customers
Blue	890
Silver	28
Gold	8
Platinum	4

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MARITAL STATUS� AND� CHURN

Most of the females who churned was married, some was single and little bit was divorced.

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DEPENDENT COUNTS AND CHURN

Females who tend to leave the card facility have mostly 3 dependent counts.

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AVERAGE UTILIZATION RATIO� AND� CREDIT LIMIT�MOST OF THE CHURN CUSTOMERS BELONGS TO LESS THAN $40K INCOME GROUP AND HAVE MUCH LOW CREDIT LIMIT AND UTILIZATION RATIO.

Income Category	Credit Limit	Avg-utilization-ratio
Less than $40k	15987	10%
$40k - $60k	23981	11%
$60k – $80k	0	0
$80k - $120k	0	0
$120k +	0	0
Unknown	34516	10%

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INACTIVITY AND CHURN��THOSE CUSTOMERS WHO TEND TO LEAVE THE CARD REMAIN 3 MONTHS IN ACTIVE .ITS MEAN THOSE WHOSE ACTIVE ALL THE TIME ARE RETAIN CUSTOMERS.

Inactive months	No. of customers
3	299
2	187
4	35
1	34
5	11
6	9
0	7

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EDUCATIONAL LEVEL AND� CHURN

Those female who tend to leave are mostly graduates and having job.

Some are from high school.

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MALE CUSTOMERS AND CHURN

WHEN I WANT TO ANALYZE MALE CHURNED CUSTOMERS I WOULD LIKE TO SPLIT DATA INTO MALE AND GET FOLLOWING INSIGHTS:

MOSTLY MALE CUSTOMERS ARE ALSO BELONGS TO LESS THEN $40K INCOME GROUP.
THEY HAVING BLUE CARD.
THEY ARE MARRIED AND MOSTLY ARE GRADUATES.

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INSIGHTS & CONCLUSION�

We clearly see that mostly female leave having BLUE credit card .

CHURN FEMALE mostly belong to less than $40k income group.

Mostly female are married and mostly have 3 dependents counts, some are single and little bit are divorced.

Mostly churned customers remain 3 months inactive.

Their credit limit and average utilization ratio is low.

They mostly are graduates its means these female are job holders and have dependents and home expense as well. So its been difficult for them to payback .

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RECOMMENDATIONS

The bank should provide attractive credit limit and easy payback packages to the blue and silver card holders, so that their purchasing power may increases and in this way they can retain customers of low income groups.
The bank should add different offers regarding shopping, food etc in benefits of credit card to attract more females and to remain them active.

Mostly females have dependent counts so the bank should provide them easily billing policies so that they make transaction of billing and schooling from credit card very conveniently and get information about their transactions without any fee.
They bank should provide some benefits of gold and platinum card to the blue and silver card customers because majority of customers have these two cards

The bank should provide more rewards to the customers such as cash back or miles points .
The bank should provide more credit score options for card holders because a good credit score can help them in better interest rates for things like cars, loans, houses and property etc.

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