Growth in digital financial services (DFS) access is a success story in Sub-Saharan Africa, contributing to the financial inclusion of underserved populations. Yet, rapid take-up often results in a significant number of customers who sign up for accounts and quickly become dormant or never used at DFS all. This field note shows how IFC draws upon findings from surveys, segmentation analysis, and predictive modeling to uncover reasons for inactivity and to identify at-risk customers before they churn. By providing early warning signs, insights from data analytics enable service providers to respond with product improvements and targeted marketing campaigns to proactively address churn.
Originally published on the Partnership for Financial Inclusion’s website.