Churn Prevention Scorecard

Risk Scoring Model

Score each account monthly across these five dimensions. Each dimension is scored 1-5, where 1 indicates high risk and 5 indicates healthy.

Dimension	Weight	What to Measure
Product Usage	25%	Login frequency, feature adoption, active users vs. licensed seats
Engagement	20%	Response time to CSM outreach, meeting attendance, support ticket sentiment
Health Indicators	20%	NPS/CSAT score, support ticket volume trend, escalation history
Business Fit	15%	Are they still in your ICP? Has their team or strategy changed?
Contract Signals	20%	Days until renewal, payment history, expansion conversations

Detailed Scoring Criteria

Product Usage (25%)

Score	Criteria
5	80%+ seat utilization, weekly active usage, multiple features adopted
4	60-79% seat utilization, regular usage patterns
3	40-59% seat utilization, usage is inconsistent
2	20-39% seat utilization, usage declining month-over-month
1	Below 20% seat utilization, or no logins in 30+ days

Engagement (20%)

Score	Criteria
5	Responds within 24 hours, attends all scheduled meetings
4	Responds within 48 hours, attends most meetings
3	Occasional delays in response, sometimes reschedules
2	Frequently unresponsive, cancels meetings
1	No response in 14+ days, champion has gone dark

Action Playbook by Risk Level

• Score 4.0-5.0 (Healthy): Continue standard cadence. Look for expansion opportunities.
• Score 3.0-3.9 (Monitor): Increase touchpoint frequency to biweekly. Schedule a value review session. Share relevant new features or use cases.
• Score 2.0-2.9 (At Risk): Escalate internally. Schedule an executive sponsor check-in. Build a 30-day recovery plan with specific milestones.
• Score below 2.0 (Critical): Immediate escalation to CS leadership. Arrange an executive-to-executive call. Offer concessions or professional services if appropriate.

Monthly Review Process

1. Pull usage and engagement data from your product analytics and CRM.
2. Score each account across all five dimensions.
3. Sort accounts by weighted total score, lowest first.
4. Review all accounts scoring below 3.0 in the weekly CS team meeting.
5. Assign recovery owners and document action plans for at-risk accounts.
6. Track recovery outcomes month-over-month to measure intervention effectiveness.