Customer-level attrition is notoriously difficult to track and measure correctly. Easier-to-use measures like account or balance attrition can often be misleading with disastrous consequences for companies if they either under- or over-estimate the true extent of the rate at which actual customers are leaving. PNT’s Retention Dynamics provides accurate, powerful insights into all levels of attrition metrics, focusing on developing a true and actionable picture of customer attrition so it can be correctly targeted for marketing actions. Based on this accurate picture, a company (bank, financial institution, etc.) can now target precisely those customers at risk with the right messages and offers to control attrition.