Our data scientists have combed through mountains of unstructured customer usage data to crack the code on proactively identifying accounts that are a churn risk. After analyzing thousands of signal combinations, we found that four key indicators—Budget Issues, Unhappiness, Value Issues, and Urgency—are the ultimate predictors of revenue risk.
Nearly every B2B tech and services company sees the same pattern: when these signals align, it’s time for action.
Hold on, what is unstructured usage data? It’s the raw, untamed data that tells you what customers are *really* doing and saying—not just what they’re willing to admit in a survey or conveyed by numbers of daily average logins (also critical but lacking context). Here are the harbingers of risk; when combined, they are what the team needs to act on right now. 🧯
1️⃣ Budget Issue: This signals a customer struggling to justify the cost, possibly due to tighter budgets or a perceived lack of value.
2️⃣ Unhappy: Customer dissatisfaction can stem from unmet expectations, unresolved issues, or lack of engagement.
3️⃣ Value Issue: If a customer doesn’t see the ROI, they’ll start questioning the worth of your service.
4️⃣ Urgent: An urgent flag indicates an immediate problem that requires rapid action. They are expressing a need to engage with a teammate now.
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