It is now widely accepted that firms should direct more effort into retaining existing customers than to attracting new ones, since the cost for getting a new customer is usually high. To achieve this, customers likely to defect need to be identified so that they can be approached with tailored incentives or other bespoke retention offers. Such strategies call for predictive models, capable of identifying customers with higher probabilities of defecting in the relatively near future. In addition, not all users have the same added value to the business. That's why it's just as interesting to set up customer segmentation strategies, to better understand customers' needs and provide them with offers that suit them.