You would prefer to keep customers long-term as the cost of acquiring a new customer is much higher than the cost of retaining one. Detecting which customers are possibly looking to stop buying from you can help you to act before it is to late. Therefore, implementing a churn prediction tool is very helpful to be used in customer interactions as call centers or alerting mechanisms.
Looks at customer behavior on website, purchases, recency, frequency, monetary value to give each customer a score on a likelihood to churn