A Predictive Analysis of Customer Churn

Sammanfattning: Churn refers to the discontinuation of a contract; consequently, customer churn occurs when existing customers stop being customers. Predicting customer churn is a challenging task in customer retention, but with the advancements made in the field of artificial intelligence and machine learning, the feasibility to predict customer churn has increased. Prior studies have demonstrated that machine learning can be utilized to forecast customer churn. The aim of this thesis was to develop and implement a machine learning model to predict customer churn and identify the customer features that have a significant impact on churn. This Study has been conducted in cooperation with the Swedish insurance company Bliwa, who expressed interest in gaining an increased understanding of why customers choose to leave.  Three models, Logistic Regression, Random Forest, and Gradient Boosting, were used and evaluated. Bayesian optimization was used to optimize the models. After obtaining an indication of their predictive performance during evaluation using Cross-Validation, it was concluded that LightGBM provided the best result in terms of PR-AUC, making it the most effective approach for the problem at hand. Subsequently, a SHAP-analysis was carried out to gain insights into which customer features that have an impact on whether or not a customer churn. The outcome of the SHAP-analysis revealed specific customer features that had a significant influence on churn. This knowledge can be utilized to proactively implement measures aimed at reducing the probability of churn.