Churn or At-Risk Scoring
Customer churn represents the likelihood that an existing customer will leave the brand, end a subscription or cease to make future purchases. The Churn score indicates the risk of losing an existing customer.
The Churn score is an effective method of identifying customers at risk by using a combination of purchase recency, purchase span and transaction trending for each customer, the Church score estimates the likelihood that a customer will discontinue engaging with the brand or products. In other words, churn captures the extent to which a company risks losing a customer or predicting a potential cessation of future purchases by a specific customer.