Tochka Bank: find churn reasons and reduce churn

Tochka is a digital bank for entrepreneurs that operates as a multi-bank platform with branches in other banks. Tochka's clients can use its banking products regardless of which partner bank they keep their money in.

In Tochka we tried to develop and test an experiment to eliminate one of the reasons of customers' churn and reduce that churn. We segmented the base, generated several hypotheses about retention and product offers as solutions of the problem, evaluated costs, and launched one of the promotions to test the experiment.

The experiment showed a slight positive change, but it was difficult to interpret the success rate unequivocally, because the changes on the short run were within the statistical error, and on the long run the project did not have time to make estimates


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