A client rarely cancels a service without prior signals. Predictive analytics looks for these signals in the data earlier than a person would notice them from individual conversations.

What data is used for the prediction

1. Changes in usage frequency (for digital services)
2. Longer response times to emails or calls
3. Late payments, compared with past behavior

Any one of these signals alone might mean nothing serious, but their combination, caught early, lets the team act — a call, a special offer — while the client can still be retained, rather than once they’ve already decided.

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