<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24' stroke='%23337EA9' fill='none' stroke-linecap='round' stroke-linejoin='round'%3e%3cpath stroke='none' d='M0 0h24v24H0z' fill='none'/%3e%3ccircle cx='12' cy='11' r='3'/%3e%3cpath d='M17.657 16.657 13.414 20.9a2 2 0 0 1-2.827 0l-4.244-4.243a8 8 0 1 1 11.314 0z'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24' stroke='%23337EA9' fill='none' stroke-linecap='round' stroke-linejoin='round'%3e%3cpath stroke='none' d='M0 0h24v24H0z' fill='none'/%3e%3ccircle cx='12' cy='11' r='3'/%3e%3cpath d='M17.657 16.657 13.414 20.9a2 2 0 0 1-2.827 0l-4.244-4.243a8 8 0 1 1 11.314 0z'/%3e%3c/svg%3e" width="40px" /> Navigation bar
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<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-yyzcwqmhxin1dqy27kk61c-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M1.48 18.67h1.91l5 2.88a7.2 7.2 0 0 0 3.61.95'/%3e%3cpolyline class='cls-yyzcwqmhxin1dqy27kk61c-1' points='19.17 19.5 20.61 18.67 22.52 18.67'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M12 22.5a7.26 7.26 0 0 0 3.58-.95l2-1.16-3.7-5.54-2.65.66a3.42 3.42 0 0 1-.79.09A3.23 3.23 0 0 1 9 15.26a1.5 1.5 0 0 1-.84-1.34 1.52 1.52 0 0 1 .91-1.38l5.08-2.17a3.79 3.79 0 0 1 3.57.33l1.93 1.3h2.87'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M1.48 12h2.87l1.92-1.3a3.79 3.79 0 0 1 3.57-.33l2.16.93'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='22.52' y1='10.07' x2='22.52' y2='20.59'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='1.48' y1='10.07' x2='1.48' y2='20.59'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M14.87 2.41h-3.71a1.07 1.07 0 0 0-1.07 1.08 1.07 1.07 0 0 0 .81 1l2.2.55a1.07 1.07 0 0 1 .81 1 1.08 1.08 0 0 1-1.07 1.16H9.13'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='12' y1='0.5' x2='12' y2='2.41'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='12' y1='7.2' x2='12' y2='9.11'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-yyzcwqmhxin1dqy27kk61c-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M1.48 18.67h1.91l5 2.88a7.2 7.2 0 0 0 3.61.95'/%3e%3cpolyline class='cls-yyzcwqmhxin1dqy27kk61c-1' points='19.17 19.5 20.61 18.67 22.52 18.67'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M12 22.5a7.26 7.26 0 0 0 3.58-.95l2-1.16-3.7-5.54-2.65.66a3.42 3.42 0 0 1-.79.09A3.23 3.23 0 0 1 9 15.26a1.5 1.5 0 0 1-.84-1.34 1.52 1.52 0 0 1 .91-1.38l5.08-2.17a3.79 3.79 0 0 1 3.57.33l1.93 1.3h2.87'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M1.48 12h2.87l1.92-1.3a3.79 3.79 0 0 1 3.57-.33l2.16.93'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='22.52' y1='10.07' x2='22.52' y2='20.59'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='1.48' y1='10.07' x2='1.48' y2='20.59'/%3e%3cpath class='cls-yyzcwqmhxin1dqy27kk61c-1' d='M14.87 2.41h-3.71a1.07 1.07 0 0 0-1.07 1.08 1.07 1.07 0 0 0 .81 1l2.2.55a1.07 1.07 0 0 1 .81 1 1.08 1.08 0 0 1-1.07 1.16H9.13'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='12' y1='0.5' x2='12' y2='2.41'/%3e%3cline class='cls-yyzcwqmhxin1dqy27kk61c-1' x1='12' y1='7.2' x2='12' y2='9.11'/%3e%3c/svg%3e" width="40px" /> Summary
Goal
It’s a well-known fact that it’s a lot more expensive to attract new customers, compared to retaining the current ones. That’s why companies are obsessed with keeping their customers, and that’s why this project aims at analyzing customer churn rates using banking customer data.
Process
A crucial step of this project is data understanding and accurate calculation of customer churn rates. First, individual visualizations in worksheets are built, which then are combined into three dashboards, which then are combined into one compelling Tableau story.
Insights
Below segments churn at much higher rates compared to others
1 Customers aged between 45-60
2 Customers who have complained at least once
3 German customers
4 Customers with 3 or more products
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<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-9mxza2p5jhhk0ex03a06o8-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M15.83 3.38H11a1.91 1.91 0 0 0-1.88 1.91A1.92 1.92 0 0 0 11 7.21h2a1.91 1.91 0 0 1 1.91 1.91A1.91 1.91 0 0 1 13 11H8.17'/%3e%3cline class='cls-9mxza2p5jhhk0ex03a06o8-1' x1='12' y1='0.5' x2='12' y2='3.38'/%3e%3cline class='cls-9mxza2p5jhhk0ex03a06o8-1' x1='12' y1='11.04' x2='12' y2='13.92'/%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M11 21.58h-1l-3.75-3.83H4.33a2.88 2.88 0 0 0-2.87 2.87v2.88'/%3e%3ccircle class='cls-9mxza2p5jhhk0ex03a06o8-1' cx='4.33' cy='13.92' r='1.92'/%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M13 21.58h1l3.83-3.83h1.92a2.88 2.88 0 0 1 2.87 2.87v2.88'/%3e%3ccircle class='cls-9mxza2p5jhhk0ex03a06o8-1' cx='19.67' cy='13.92' r='1.92'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-9mxza2p5jhhk0ex03a06o8-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M15.83 3.38H11a1.91 1.91 0 0 0-1.88 1.91A1.92 1.92 0 0 0 11 7.21h2a1.91 1.91 0 0 1 1.91 1.91A1.91 1.91 0 0 1 13 11H8.17'/%3e%3cline class='cls-9mxza2p5jhhk0ex03a06o8-1' x1='12' y1='0.5' x2='12' y2='3.38'/%3e%3cline class='cls-9mxza2p5jhhk0ex03a06o8-1' x1='12' y1='11.04' x2='12' y2='13.92'/%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M11 21.58h-1l-3.75-3.83H4.33a2.88 2.88 0 0 0-2.87 2.87v2.88'/%3e%3ccircle class='cls-9mxza2p5jhhk0ex03a06o8-1' cx='4.33' cy='13.92' r='1.92'/%3e%3cpath class='cls-9mxza2p5jhhk0ex03a06o8-1' d='M13 21.58h1l3.83-3.83h1.92a2.88 2.88 0 0 1 2.87 2.87v2.88'/%3e%3ccircle class='cls-9mxza2p5jhhk0ex03a06o8-1' cx='19.67' cy='13.92' r='1.92'/%3e%3c/svg%3e" width="40px" /> Customers between 45-60 churn at much higher rates compared to other age groups
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<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-bof8gbphaudbo8tt6918tv-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpolyline class='cls-bof8gbphaudbo8tt6918tv-1' points='16.77 9.14 22.5 9.14 22.5 18.68 5.32 18.68 5.32 9.14 7.23 9.14'/%3e%3cpolyline class='cls-bof8gbphaudbo8tt6918tv-1' points='18.68 18.68 18.68 22.5 1.5 22.5 1.5 12.96 5.32 12.96'/%3e%3ccircle class='cls-bof8gbphaudbo8tt6918tv-1' cx='13.91' cy='13.91' r='1.91'/%3e%3cline class='cls-bof8gbphaudbo8tt6918tv-1' x1='7.23' y1='13.91' x2='9.14' y2='13.91'/%3e%3cline class='cls-bof8gbphaudbo8tt6918tv-1' x1='18.68' y1='13.91' x2='20.59' y2='13.91'/%3e%3crect class='cls-bof8gbphaudbo8tt6918tv-1' x='9.14' y='5.32' width='5.73' height='3.82'/%3e%3cpath class='cls-bof8gbphaudbo8tt6918tv-1' d='M12 1.5a1.91 1.91 0 0 1 1.91 1.91v1.91h-3.82V3.41A1.91 1.91 0 0 1 12 1.5Z'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-bof8gbphaudbo8tt6918tv-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpolyline class='cls-bof8gbphaudbo8tt6918tv-1' points='16.77 9.14 22.5 9.14 22.5 18.68 5.32 18.68 5.32 9.14 7.23 9.14'/%3e%3cpolyline class='cls-bof8gbphaudbo8tt6918tv-1' points='18.68 18.68 18.68 22.5 1.5 22.5 1.5 12.96 5.32 12.96'/%3e%3ccircle class='cls-bof8gbphaudbo8tt6918tv-1' cx='13.91' cy='13.91' r='1.91'/%3e%3cline class='cls-bof8gbphaudbo8tt6918tv-1' x1='7.23' y1='13.91' x2='9.14' y2='13.91'/%3e%3cline class='cls-bof8gbphaudbo8tt6918tv-1' x1='18.68' y1='13.91' x2='20.59' y2='13.91'/%3e%3crect class='cls-bof8gbphaudbo8tt6918tv-1' x='9.14' y='5.32' width='5.73' height='3.82'/%3e%3cpath class='cls-bof8gbphaudbo8tt6918tv-1' d='M12 1.5a1.91 1.91 0 0 1 1.91 1.91v1.91h-3.82V3.41A1.91 1.91 0 0 1 12 1.5Z'/%3e%3c/svg%3e" width="40px" /> Customers who have complained at least once have pretty much all left the bank
On the other hand, customers who have not complained have pretty much all stayed with the bank. In fact, all active customers who have not complained are all still using the bank’s products and services.
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<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-dug2j2lsvla7zjdxfxx7zp-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpolygon class='cls-dug2j2lsvla7zjdxfxx7zp-1' points='14.86 2.46 9.14 6.27 1.5 6.27 1.5 21.55 9.14 21.55 14.86 17.73 22.5 17.73 22.5 2.46 14.86 2.46'/%3e%3cline class='cls-dug2j2lsvla7zjdxfxx7zp-1' x1='9.14' y1='6.27' x2='9.14' y2='21.55'/%3e%3cline class='cls-dug2j2lsvla7zjdxfxx7zp-1' x1='14.86' y1='2.45' x2='14.86' y2='17.73'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-dug2j2lsvla7zjdxfxx7zp-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpolygon class='cls-dug2j2lsvla7zjdxfxx7zp-1' points='14.86 2.46 9.14 6.27 1.5 6.27 1.5 21.55 9.14 21.55 14.86 17.73 22.5 17.73 22.5 2.46 14.86 2.46'/%3e%3cline class='cls-dug2j2lsvla7zjdxfxx7zp-1' x1='9.14' y1='6.27' x2='9.14' y2='21.55'/%3e%3cline class='cls-dug2j2lsvla7zjdxfxx7zp-1' x1='14.86' y1='2.45' x2='14.86' y2='17.73'/%3e%3c/svg%3e" width="40px" /> German customers’ churn rates are twice as high as that of French and Spanish customers
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<aside> <img src="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-5b8xbo37ijwe4l1qrdebs-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-5b8xbo37ijwe4l1qrdebs-1' d='M16.77 18.68h3.82a1.92 1.92 0 0 0 1.91-1.91V4.36a1.92 1.92 0 0 0-1.91-1.91H3.41A1.92 1.92 0 0 0 1.5 4.36v12.41a1.92 1.92 0 0 0 1.91 1.91h3.82'/%3e%3crect class='cls-5b8xbo37ijwe4l1qrdebs-1' x='1.5' y='6.27' width='21' height='3.82'/%3e%3crect class='cls-5b8xbo37ijwe4l1qrdebs-1' x='9.14' y='17.73' width='5.73' height='3.82'/%3e%3cpath class='cls-5b8xbo37ijwe4l1qrdebs-1' d='M12 13.91a1.91 1.91 0 0 1 1.91 1.91v1.91h-3.82v-1.91A1.91 1.91 0 0 1 12 13.91Z'/%3e%3c/svg%3e" alt="data:image/svg+xml,%3csvg stroke-width='1.5' id='Layer_1' data-name='Layer 1' xmlns='http://www.w3.org/2000/svg' viewBox='0 0 24 24'%3e%3cdefs%3e%3cstyle%3e.cls-5b8xbo37ijwe4l1qrdebs-1%7bfill:none%3bstroke:%23337EA9%3bstroke-miterlimit:10%3b%3b%7d%3c/style%3e%3c/defs%3e%3cpath class='cls-5b8xbo37ijwe4l1qrdebs-1' d='M16.77 18.68h3.82a1.92 1.92 0 0 0 1.91-1.91V4.36a1.92 1.92 0 0 0-1.91-1.91H3.41A1.92 1.92 0 0 0 1.5 4.36v12.41a1.92 1.92 0 0 0 1.91 1.91h3.82'/%3e%3crect class='cls-5b8xbo37ijwe4l1qrdebs-1' x='1.5' y='6.27' width='21' height='3.82'/%3e%3crect class='cls-5b8xbo37ijwe4l1qrdebs-1' x='9.14' y='17.73' width='5.73' height='3.82'/%3e%3cpath class='cls-5b8xbo37ijwe4l1qrdebs-1' d='M12 13.91a1.91 1.91 0 0 1 1.91 1.91v1.91h-3.82v-1.91A1.91 1.91 0 0 1 12 13.91Z'/%3e%3c/svg%3e" width="40px" /> Customers with 3 or more products leave the bank at a significantly higher rate than customers with fewer products
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