Telecom companies were losing their highest-value customers silently — no system existed to identify who was about to leave or why. Retention teams were reactive, not proactive.
The most profitable customers are the highest-risk. Month-to-month contract holders churn at 42.7% — versus just 2.8% for 2-year plans. Churned customers paid 21% higher monthly charges. Revenue and risk moved together.
A full ML prediction pipeline (7,032 records) producing a churn-risk list exportable directly to a CRM or retention team — plus a 3-page Power BI dashboard with contract-type and tenure filters for ongoing monitoring.
- High recall matters more than accuracy for churn — missing a churner costs more than a false alarm
- Business framing beats statistical framing when presenting to stakeholders
- Feature engineering (tenure buckets, charge ratios) improved model signal more than tuning