Customer churn is an important metric for any commercial company (and even some nonprofits) because lost customers are a direct loss of revenue. Also, further exacerbating this loss is the fact that the cost of acquiring a new customer is usually higher than retaining a current customer. When we lose customers in today's world of instant news and social media, a company's reputation can also be compromised. Therefore, to solve this problem, they began to use traditional and advanced analytics. For example customer churn prediction using machine learning https://fayrix.com/blog/customer-churn-prediction-benefits . In my opinion, every company should integrate such machine learning technologies in order to successfully analyze and understand the actions of competitors, increase sales and optimize costs.