Customer Engagement and Product Utilization Analytics for Retention Strategy

Customer churn remains one of the most significant challenges facing retail banks. Traditional retention strategies often focus on demographic and financial indicators such as age, income, and account balances. However, these metrics alone fail to explain why financially valuable customers frequently discontinue their banking relationships. This study investigates the impact of customer engagement and product utilization on retention using a European retail banking customer dataset. Through exploratory data analysis, engagement profiling, and retention strength assessment, the study identifies behavioral indicators that influence churn. Findings indicate that customer activity levels and product adoption have stronger relationships with retention than financial balances alone. The results provide actionable recommendations for engagement-driven retention strategies and product optimization initiatives.