It is the identification of customers who are at the risk of churning (leave the company).

At risk customers, most of time, give signals and it is the ability to reach customers before they leave. The identification of at risk customers allows the company to ‘rescue” the specific customer or put in plans / steps to save such customer. because it cost at least 5 times more to replace a customer.  (It costs 5 times more to acquire a new customer.)