Customer Demographics & Usage
Total Customers
20.70% of customers have left the bank. 79.30% remain.
Countries & Gender
Germany has 29.30% of customers leaving compared to France’s 16.04%, even though more people from France left.
26.50% of all female customers left, compared to 15.75% of all male customers.
Age Groups
Customers that left were, on average, older than those that stayed. 10% of customers under age 40 left, but 36.36% of those over 40 left the bank.
59.43% of the entire customer base are under 40 years old, even though that is a small age range.
Out of all these characteristics, I would consider age a factor in leaving. It makes up the largest percentage and is also part of the country and gender demographics.
Account Balances, Activity Status & Number of Products
Activity status and balances were factors in exiting the bank. 25.52% of customers with balances over $100K left, compared to the 15.99% of those that left with balances less than $100K. 58.33% of customers over the age of 40 that left had balances over $100K.
29.56% of all inactive customers left, compared to the 12.22% of active customers that left the bank. This makes up 68.06% of those that left over age 40.
The number of products a customer had was also a reason for leaving the bank.
27.87% of customers that left had only one product. This is much larger than the 12.98% of those that left with two or more products.
Across our demographics, majority of those that left also only had one product.
The top factors that indicate a customers leaving the bank are age, number of products, activity status, and balances.
Decision Tree: Will a Customer Leave the Bank?
Pig E. Bank’s products and services may appeal more to younger customers, or advertising may not be reaching an older customer base.
In my experience, older customers tend to prefer in-person interactions at branches, safer investments options, and may need retirement advisors or long-term care planning.
