How can a CSM assess the risk of customer churn?

Assessing the risk of customer churn is a critical responsibility for a Customer Success Manager (CSM), and evaluating customer engagement metrics along with support tickets offers a comprehensive view of customer health.

Engagement metrics provide insight into how actively customers are using the product or service, which can indicate satisfaction levels. Low engagement may signal a risk of churn because it suggests that customers might not find value in the offering. Simultaneously, analyzing support tickets allows the CSM to identify trends in customer issues. A high volume of unresolved support tickets or repetitive complaints can be a clear indicator that a customer is likely to be dissatisfied, thereby increasing their risk of leaving.

While social media activity can offer some insights into customer sentiment, it doesn't provide the actionable data that direct engagement and support interactions do. Relying solely on annual surveys may miss ongoing issues or recent changes in customer sentiment, as the timeframe is too infrequent to capture the dynamic nature of customer relationships. Finally, setting up random calls with customers might help gather anecdotal information, but it lacks the structured data analysis that engagement metrics and support tickets provide.

By focusing on engagement metrics and support ticket analysis, a CSM can proactively address potential issues, enhance customer satisfaction, and ultimately reduce churn risk.