Identifying At-Risk Customers

Who is this guide for? This workflow is for Customer Success Managers and analysts who need to proactively identify customers at risk of churning and take action to save them.

Overview

Customer churn is expensive and often preventable. This workflow shows you how to use Quivly’s health scores, usage data, support metrics, and market signals to identify at-risk customers before it’s too late - and what to do about it. What You’ll Learn:

How to filter for at-risk customers using health scores
Which risk signals to look for in customer data
How to prioritize your outreach (who needs help first)
What actions to take based on risk level
How to monitor progress over time

Time Required: 30-45 minutes for initial review, ongoing daily monitoring

Understanding Risk Levels

Quivly categorizes customer health into 4 buckets. Here’s what each means and how urgently you need to act.

🔴 Critical (0-24)

Meaning: Severe churn risk, multiple red flags across categoriesUrgency: Immediate action required (same day)Typical indicators:

No product usage in 14+ days
Outstanding invoice 30+ days overdue
Multiple unresolved high-priority support tickets
Negative market signals (layoffs, executive departures)
No engagement (calls, emails) in 60+ days

🟠 At Risk (25-49)

Meaning: Significant churn risk, concerning trends in 2-3 categoriesUrgency: Action needed this weekTypical indicators:

Usage declining 30%+ over last 30 days
Upcoming renewal within 30 days with mediocre health
Response times to your outreach increasing
Support ticket volume spiking
Key feature adoption dropping

🟡 Medium (50-74)

Meaning: Stable but showing early warning signsUrgency: Monitor closely, proactive check-in recommendedTypical indicators:

Usage flat or slightly declining
Some support issues but getting resolved
Engagement is adequate but not enthusiastic
No major red flags but trending in wrong direction

🟢 Healthy (75-100)

Meaning: Customer is thriving, engaged, and growingUrgency: Low risk, focus on expansion opportunitiesTypical indicators:

Usage growing or stable at high levels
Strong engagement (regular calls, QBRs)
Low or no support issues
Positive market signals (funding, hiring, growth)
Actively adopting new features

Step 1: Find At-Risk Customers

Let’s identify which customers need your attention right now.

Navigate to Customers Page

Click Customers in the left sidebar
You’ll see your full customer portfolio

Filter by Health Score

To see customers who need immediate attention:

Click the Filter control in the header
Pick the Health Risk Level field, operator is one of, and select Critical and At Risk
The filter applies immediately and shows as a chip above the table

This shows customers with scores 0-49 - your priority action list.

Pro tip: Save this as a custom view called “At-Risk Customers” so you can access it quickly every day without re-applying filters.

Sort by Urgency

Click the Health Score column header
Select Sort Ascending (lowest scores first)

This puts the most critical customers at the top of your list.What you’ll see:

[🔴] Acme Corp - Score: 12 (Critical)
[🔴] Globex Inc - Score: 18 (Critical)
[🟠] Initech LLC - Score: 28 (At Risk)
[🟠] Umbrella Co - Score: 35 (At Risk)
...

Review the List

For each at-risk customer, you’ll see:

Company name and logo
Health score badge (color-coded)
Number of insights (💡 icon with count)
Last activity date
Industry and status

The insights count shows how many AI-generated insights or market signals Quivly has detected. High insight counts often indicate significant changes happening at the account.

Step 2: Investigate Risk Factors

For each at-risk customer, dig into WHY they’re at risk. Open their profile and review these areas.

Revenue Signals
Usage Signals
Support Signals
Engagement Signals
Market Signals

Navigate to: Customer Profile → Revenue tabLook for these red flags:

Signal	What It Means	Urgency
Outstanding balance > 30 days	Payment issues, financial stress, or administrative oversight	🔴 High
Failed payment attempts	Credit card expired, insufficient funds, or deliberate non-payment	🔴 High
Downgraded plan recently	Reducing spend, possibly due to budget cuts or reduced value perception	🟠 Medium
Renewal in < 30 days	Renewal decision imminent, need to ensure they’re ready to renew	🟠 Medium
MRR declining	Canceling seats or downgrading features	🟡 Low

What to check:

Current MRR vs 3 months ago (is it shrinking?)
Invoice status (any past due?)
Subscription details (active seats vs purchased seats)
Renewal date (how soon?)

Critical flag: If a customer has an outstanding balance AND declining usage, this is a strong churn signal. They may already be planning to leave.

Navigate to: Customer Profile → Usage tabLook for these red flags:

Signal	What It Means	Urgency
No activity in 14+ days	Customer has stopped using your product entirely	🔴 High
Usage down 50%+ from peak	Significant drop in engagement, possible alternative found	🔴 High
Declining trend over 30 days	Consistent decrease in activity	🟠 Medium
Low feature adoption	Not discovering value in core features	🟡 Low
One power user only	Heavy reliance on single user (risk if they leave)	🟡 Low

What to check:

Usage trend chart (upward, stable, or declining?)
Active users count (how many people actually using it?)
Feature adoption (are they using core features?)
Last activity timestamp (when did someone last log in?)

Example usage patterns to watch:

🔴 Critical Pattern:
- 30 days ago: 250 daily events
- 15 days ago: 120 daily events
- Today: 5 daily events
→ Sharp decline, investigate immediately

🟠 At Risk Pattern:
- Consistent decline: 200 → 180 → 160 → 140 events
→ Gradual disengagement, reach out proactively

🟢 Healthy Pattern:
- Stable or growing: 180 → 195 → 210 → 220 events
→ Customer is engaged, no immediate concern

Check if usage is down due to seasonality (holidays, weekends) or a genuine disengagement trend. Look at year-over-year data if available.

Navigate to: Customer Profile → Support tabLook for these red flags:

Signal	What It Means	Urgency
High-priority ticket open > 7 days	Critical issue unresolved, customer is frustrated	🔴 High
Ticket volume spiking	Product issues or poor onboarding	🟠 Medium
Long resolution times	Customer perceives slow or inadequate support	🟠 Medium
Escalated tickets	Customer demanding leadership attention	🟠 Medium
Repeat issues	Same problem keeps happening (quality issue)	🟡 Low

What to check:

Open ticket count (how many unresolved issues?)
Average resolution time (are we responding quickly?)
Ticket sentiment (are customers frustrated in their messages?)
Common issue categories (is there a pattern?)

Critical flag: If a customer has multiple unresolved tickets AND has stopped engaging with your team (not responding to support), they may have already mentally churned.

Navigate to: Customer Profile → Calls tabLook for these red flags:

Signal	What It Means	Urgency
No calls in 90+ days	Relationship is cold, no ongoing dialogue	🟠 Medium
Customer canceling scheduled calls	Avoiding engagement, possible decision to leave already made	🔴 High
Short, transactional calls only	No strategic discussions, just support issues	🟡 Low
Negative sentiment in transcripts	Frustration detected in call recordings	🟠 Medium

What to check:

Last call date (how long since we talked?)
Call frequency trend (increasing or decreasing?)
Call summaries (are they positive or negative?)
Next scheduled call (do we have one on the calendar?)

Review call transcripts for keywords like “expensive,” “not worth it,” “considering alternatives,” “budget cuts,” or “frustrated.” These are early warning signs.

Navigate to: Customer Profile → Market Signals tabLook for these red flags:

Signal	What It Means	Urgency
Layoffs announced	Budget cuts, possible software spend reduction	🟠 Medium
Executive departures	Leadership changes, your champion may be gone	🟠 Medium
Funding difficulties	Financial stress, may cut non-essential tools	🟠 Medium
Acquisition or merger	Uncertainty, possible platform consolidation	🟡 Low
Negative press	Company in crisis mode, not focused on your product	🟡 Low

Positive signals to watch:

Signal	What It Means	Opportunity
New funding round	More budget, possible expansion opportunity	💰 Upsell
Hiring spree	Company growing, need more seats	💰 Expansion
Product launch	Increased activity, possible new use cases	💰 Cross-sell

What to check:

Recent signals in last 30 days
Relevance score (is this signal actually about their business?)
Signal sentiment (positive or negative?)

Market signals are external data Quivly collects from news, funding databases, and social media. They help you understand what’s happening at the customer’s business beyond what they tell you.

Step 3: Prioritize Your Outreach

You can’t save everyone at once. Prioritize based on urgency, ARR, and likelihood of success.

Prioritization Framework

Use this matrix to decide who to contact first:

Priority Tier	Criteria	Action Timeline
P0 - Urgent	Score 0-24 AND (high ARR OR renewal < 30 days OR outstanding balance)	Contact today
P1 - High	Score 25-49 AND high ARR	Contact this week
P2 - Medium	Score 25-49 AND medium ARR	Contact within 2 weeks
P3 - Watch	Score 50-74 with declining trend	Monitor, proactive check-in this month

Work from your saved view

Save the filtered list as a view (e.g. “At-Risk Customers”) and add the columns you need to prioritize — health score, MRR, days to renewal, last call. You can also ask Ask Quivly to rank your at-risk accounts.

Assign Priorities

For each customer, assign a priority tier:Example:

Customer         | Score | ARR    | Renewal  | Priority | Reason
---------------------------------------------------------------------
Acme Corp        | 12    | $50K   | 15 days  | P0       | High ARR + imminent renewal + critical score
Globex Inc       | 18    | $120K  | 90 days  | P0       | Very high ARR + critical score
Initech LLC      | 32    | $8K    | 45 days  | P2       | Low ARR but needs check-in before renewal
Umbrella Co      | 38    | $75K   | 180 days | P1       | High ARR + high risk score

Identify Your Champions

For each at-risk customer, identify who to contact:

Open the customer’s Overview tab — contacts appear there and in the account sidebar
Look for:
- Original buyer (who signed the contract?)
- Active users (who actually uses the product?)
- Executive sponsor (who has budget authority?)
Check LinkedIn for recent job changes (did your champion leave?)

If your primary contact left the company (check LinkedIn), this is a major churn risk. You need to rebuild the relationship with their replacement ASAP.

Step 4: Take Action

Now that you know who’s at risk and why, here’s what to do about it.

Critical Customers (0-24)
At Risk Customers (25-49)
Medium Risk Customers (50-74)

Immediate actions for score 0-24:

Schedule an Urgent Call

Send email and Slack message (if applicable) today
Subject: “Quick check-in - [Your Product] at [Company]”
Tone: Helpful and concerned, not salesy
Goal: Understand what’s happening and how you can help

Email template:

Hi [Name],

I noticed [Company]'s usage of [Product] has declined recently,
and I wanted to reach out to see if there's anything we can do
to help.

Is everything okay? Are there any challenges or blockers we
should address?

I'd love to schedule a quick 15-minute call this week to make
sure you're getting value from [Product].

When works for you?

[Your Name]

Loop in Your Manager

Alert your manager or account executive
Share the customer profile and health score breakdown
Discuss whether to offer concessions (discounts, extended trial, etc.)
Get approval for any special interventions

Review Their Success Plan

What were their original goals when they signed up?
Are those goals still relevant?
Have they achieved any wins using your product?
What’s blocking them from success?

Create a Recovery Plan

If they’re willing to engage:

Identify the core problem (lack of training, technical issues, poor fit, etc.)
Set specific, measurable goals for the next 30 days
Schedule weekly check-ins to monitor progress
Assign a dedicated point of contact (you or a solutions engineer)

Example recovery plan:

Goal: Increase daily active users from 2 to 10 by Feb 15

Week 1: Product training session with team leads (Jan 18)
Week 2: Follow-up on training, address technical blockers (Jan 25)
Week 3: Review usage data, celebrate wins (Feb 1)
Week 4: Business review, discuss renewal (Feb 8)

If they’re unresponsive:

Escalate to executive sponsor at their company
Try different communication channels (phone, LinkedIn, etc.)
Document all outreach attempts in your CRM
Prepare for possible churn (forecast impact, plan backfill)

Proactive actions for score 25-49:

Send a Check-In Email

Don’t wait - be proactive:

Subject: Let's make sure you're getting the most from [Product]

Hi [Name],

I wanted to check in on how things are going with [Product].
I noticed [specific observation - e.g., "usage has been a bit
quieter than usual" or "you have a few open support tickets"].

I'd love to schedule a brief call to:
- Make sure you're getting value from [Product]
- Address any challenges or questions
- Share some best practices from similar customers

Would you have 20 minutes sometime this week?

[Your Name]

Reference a specific data point (“I noticed…”) to show you’re paying attention and this isn’t a generic email blast.

Offer Value-Added Resources

Provide immediate value without requiring a call:

Product training: Invite them to an upcoming webinar or office hours session
Best practices guide: Share a resource specific to their industry or use case
Success story: Send a case study from a similar customer
New features: Highlight features they haven’t adopted yet that could help

Example:

"I noticed your team isn't using [Feature X] yet. We recently helped
[Similar Company] achieve [Outcome] by adopting this feature. Would
you like a quick walkthrough?"

Review Usage Data Together

If they agree to a call:

Screen-share their Usage tab in Quivly (or equivalent in your product)
Walk through usage trends: “Here’s what we’re seeing…”
Ask open-ended questions: “What changed around [date when usage dropped]?”
Identify gaps: “Have you tried [underutilized feature]?”
Set goals: “Let’s aim to increase [metric] by [amount] over the next month”

Schedule a Business Review

If renewal is within 90 days:Book a formal business review (QBR) to:

Review goals vs achievements
Demonstrate ROI and value delivered
Discuss upcoming features on roadmap
Address any concerns before renewal decision

Monitoring actions for score 50-74:

Set Up Monitoring Alerts

Configure Slack or email notifications for this customer if:

Health score drops below 50
Usage declines by 20% or more
New high-priority support ticket is opened
Negative market signal is detected

Go to Settings → Notifications to configure custom alerts for specific customers or customer segments.

Proactive Check-In (Monthly)

Schedule a brief, friendly check-in:

Subject: Quick check-in - how's it going with [Product]?

Hi [Name],

Just wanted to touch base and see how things are going with
[Product]. Any questions or feedback?

Also, we just released [New Feature] - thought you might find
it useful for [their use case].

Let me know if you'd like a quick demo!

[Your Name]

Keep it light and helpful, not salesy. The goal is to maintain the relationship and show you’re available if they need support.

Share Relevant Content

Stay top-of-mind by sharing value:

Blog posts about their industry or use case
Webinar invitations for topics relevant to their business
Product updates that might benefit them
Customer stories from similar companies

Step 5: Monitor Progress

Track whether your interventions are working.

Check Health Score Trends Weekly

Return to Customers page
Filter for customers you’ve recently engaged
Click on each customer and go to Health Score tab
Review the trend chart:
- Upward trend (↗): Your intervention is working!
- Stable (→): Keep monitoring, no change yet
- Downward trend (↘): Escalate, more intervention needed

Set a recurring calendar reminder every Monday to review health score changes for your at-risk customers.

Track Usage Recovery

For customers where low usage was the issue:

Go to Customer Profile → Usage tab
Compare current week to previous 4 weeks
Look for signs of recovery:
- Daily active users increasing
- Event volume trending upward
- New features being adopted

Document Outcomes in Your CRM

Record all outreach and results in your CRM:

Activity log: Emails sent, calls held, outcomes
Next steps: What you committed to do, when to follow up
Customer feedback: What they told you about their experience
Status updates: Progress toward recovery goals

If using Salesforce or HubSpot, log activities there so your entire team (sales, support, product) can see the engagement history.

Review Success and Churn Rates Monthly

At the end of each month, analyze:

How many at-risk customers did you identify?
How many did you successfully save? (health score improved or renewed)
How many churned anyway? (despite your efforts)
What worked? (which tactics were most effective)
What didn’t work? (which interventions failed)

Use these insights to refine your approach over time.

Advanced Techniques

Segmenting Risk by Cause

Not all churn risk is the same. Segment your at-risk customers by root cause:Segments:

Value risk: Not seeing ROI, usage declining
- Fix: Product training, feature adoption campaigns, QBR to demonstrate value
Financial risk: Budget cuts, failed payments
- Fix: Flexible payment terms, downsell to smaller plan, demonstrate cost savings
Relationship risk: Poor support, disengaged CSM
- Fix: Dedicated support, executive sponsor engagement, apology + recovery plan
Product fit risk: Wrong use case, technical limitations
- Fix: Honest conversation, potential graceful exit, referral to better-fit solution

Focus your interventions based on the root cause, not just the score.

Predictive Churn Modeling

Look for leading indicators 60-90 days before renewal:Early warning signs:

Usage declining 3 months before renewal (not just 1 month)
Engagement dropping off after onboarding completes
Support ticket volume spiking in month 2-3 of contract
Champion job changes detected via LinkedIn

Use Quivly’s health score history to identify patterns:

What health score at 90 days before renewal predicts churn?
Which categories matter most? (e.g., is usage more predictive than support?)

Review score history against churned accounts to find your “churn threshold” - the score below which customers almost always churn. Ask Quivly can run this analysis across your portfolio.

Using Market Signals Proactively

Market signals can help you predict risk before it shows in usage data:Positive signals → Upsell opportunity:

Funding announced → “Congrats! As you scale, here’s how we can help…”
Hiring spree → “I see you’re growing the team - need more seats?”

Negative signals → Proactive support:

Layoffs announced → “I saw the news - let me know how we can support you during this transition”
Executive departure → “I noticed [Champion] left - who should I connect with on your team?”

Set up alerts for specific signal types in Settings → Notifications.

Automated Playbooks

Create automated workflows for common risk scenarios:Example playbook: “30-Day No Usage”

Trigger: Customer has 0 usage for 30 consecutive days
Action 1: Send automated “We miss you” email with helpful resources
Action 2 (if no response after 7 days): Assign to CSM for manual outreach
Action 3 (if no response after 14 days): Escalate to manager for executive outreach

Check if your CRM (Salesforce, HubSpot) or customer success platform supports these workflows.

Measuring Success

Track these metrics to measure the effectiveness of your at-risk customer program:

Metric	Definition	Target
At-Risk Identification Rate	% of churned customers who were flagged as at-risk 30+ days before churn	> 80%
Intervention Rate	% of at-risk customers you proactively contacted	> 90%
Save Rate	% of critical/high-risk customers who renewed or improved health score	> 50%
Time to Outreach	Days between customer flagged as at-risk and first outreach	< 3 days
Health Score Recovery	% of at-risk customers whose score improved by 10+ points after intervention	> 40%

Common Mistakes to Avoid

1. Waiting Too Long Don’t wait until the renewal conversation to realize a customer is at risk. By then, they’ve already mentally decided to leave. Act when health scores first drop below 50.

2. Focusing Only on High ARR Small customers churn too, and they add up. Don’t ignore low-ARR at-risk customers - use automated playbooks for them if you can’t manually reach out to everyone.

3. Generic Outreach “Just checking in!” emails don’t work. Reference specific data (usage decline, support tickets, market signals) to show you’re paying attention.

4. Ignoring the Data If health scores say a customer is critical but your gut says they’re fine, trust the data. Investigate - you might discover issues they haven’t told you about.

5. Not Following Up One call doesn’t save a customer. Create a recovery plan with specific milestones and follow up consistently until health improves.

Next Steps

Configure Health Scores

Fine-tune health score thresholds to better identify at-risk customers in your business

Revenue Management Workflow

Track renewals and expansions to maximize customer lifetime value

Customer 360 Review

Prepare comprehensive business reviews with data-driven insights

Product Adoption Workflow

Drive feature usage to reduce churn risk

Quick Reference Checklist

Use this checklist for your daily at-risk customer review:

Need help?

Email support: support@quivly.ai
Share feedback on this workflow: support@quivly.ai

​Overview

​Understanding Risk Levels

🔴 Critical (0-24)

🟠 At Risk (25-49)

🟡 Medium (50-74)

🟢 Healthy (75-100)

​Step 1: Find At-Risk Customers

​Step 2: Investigate Risk Factors

​Step 3: Prioritize Your Outreach

​Prioritization Framework

​Step 4: Take Action

​Step 5: Monitor Progress

​Advanced Techniques

​Measuring Success

​Common Mistakes to Avoid

​Next Steps

Configure Health Scores

Revenue Management Workflow

Customer 360 Review

Product Adoption Workflow

​Quick Reference Checklist

Overview

Understanding Risk Levels

Step 1: Find At-Risk Customers

Step 2: Investigate Risk Factors

Step 3: Prioritize Your Outreach

Prioritization Framework

Step 4: Take Action

Step 5: Monitor Progress

Advanced Techniques

Measuring Success

Common Mistakes to Avoid

Next Steps

Quick Reference Checklist