ChurnScore factors are the foundation for ChurnScores. You get to define what makes a customer healthy by using any of the following elements.
Account Attributes describe the nature of an account. While these fields will be organization specific, there are some fields that may greatly contribute to customer health. For example, you may have a Customer Sentiment or Customer Fit attribute assigned to all of your accounts.
These are the actions that your customers are taking in your system. This factor is a common choice to include in ChurnScores, as usage of your product is indicative of a customers likelihood to renew.
When using Application Events as a ChurnScore factor, you will have a few different options for how it should be calculated. To understand exactly how all of these work, let's use the example of "Export" as our Event. An "Export" Event is fired to ChurnZero each time a user triggers an export from the system; the total number of records exported is included on each Event, in the Quantity field. So, for example, triggering an export of 1,500 records would result in a single "Export" Event with a Quantity of 1,500.
- Event Instances - Number of instances of "Export" Event being triggered in a date range.
- Ex: If - across the entire account - there were 5 exports in the last 30 days, this would result in a value of 5 for this factor type.
- Event Instances - Per User - Number of "Export" Events in a date range divided by the number of users that could have done an export (i.e. the account's License Count).
- Ex: If there were 5 exports in the last 30 days and the account had 5 user licenses, this would result in a value of 1 for this factor type.
- Event Quantities - Sum - Total number of records exported across all "Export" Events in a date range.
- Ex: If there were 2 exports of 1,500 records each, this would result in a value of 3,000 for this factor type.
- Event Quantities- Most Recent - The number of records exported during the account's most recent "Export" Event in the date range.
- Ex: If there was an export of 400 records, followed by a second export of 600 records, this would result in a value of 600 for this factor type.
If you have a team of 5, and they all sent out an email blast to 10 people, the number of event instances would be 5, while the Event Quantity would be 10 each (or 50 total)
Custom Table- Number of Records
Using Custom Tables allow you to calculate a ChurnScore based off of the number of records an Account has. For example, you may want to include the number of Zendesk tickets an account has created as a ChurnScore Factor. Custom tables are unique to every organizations, so think creatively about how you may be able to leverage these in your ChurnScores!
The pace at which customers can progress through their Journeys can be an important factor when it comes to Success. For example, a customer stuck in a particular stage in onboarding can throw up red flags when it comes to renewal. Monitor customer health by their status in a journey (On Track, Behind, or Stuck).
Messages can measure engagement with a customer. Whether that message is sent manually, as part of a play, or with any of our mail integrations, it is useful to include these customer interactions as part of your ChurnScore. This can be measured in one of two ways:
Number of Messages Sent- This is just an aggregate of all messages sent to an account
Most Recent Message Sent- Days from Today- this will calculate the score based off of the last time a message was sent (i.e the last time this account received a message was 15 days ago)
Segments is a good option for any information not available to be added as a ChurnScore factor. For example, you might have a highly specific Segment created that indicates that a customer is in danger of churning.
Standard Usage Metrics
Standard Usage Metrics are statistics around your customers' usage of your product.
- License Utilization- # of Active Contacts/# of Licenses (Contacts that have any usage over the past 30 days are considered an Active Contacts)
- Time Spent In App- How long an account has been in the app
- Active Days- The amount of Days an account has been in the app
- Active Contacts- The number of active contacts in an account
- Tenure (Days)-How long an account has been a customer
Adding Tasks/Activities to your ChurnScore allow you to take into account your interactions with your customers as a potential Churn factor.
Number of Activities Logged- This is just an aggregate of all tasks assigned to an account
Most Recent Activities Logged- Days from Today- this will calculate the score based off of the last time a task was logged (i.e the last time this account had a task logged was 15 days ago)