By the time they churn, it’s often too late.
This template helps you catch disengagement patterns before they turn into cancellations — so you can act when it still matters.
Definition: Retention risk signals are emotional and behavioral indicators in conversation that suggest rising dissatisfaction or fading engagement — extracted before formal churn happens.
| Benefit | Description | Impact |
|---|---|---|
| Early Churn Signals | Know who’s likely to leave before they actually do | Improve renewal forecasting |
| CS Proactivity | Trigger interventions based on language, not dashboards | Reduce at-risk accounts |
| Segment-Level Insight | Spot who’s disengaging by industry, role, or cohort | Personalize re-engagement |
| Retention Efficiency | Focus time and resources on those most at risk | Reduce churn at lower cost |
Customer Success Managers — Triage and prioritize at-risk accounts
Renewal Teams — Prep strategy before QBRs or upsells
Product Managers — Spot root causes of dissatisfaction
CX Strategy — Build predictive churn playbooks
No, but it’s complementary. This picks up language signal from conversations directly.
Yes — works great for trial drop-off or inactive user interviews.
Yes. You’ll get signal type + quote + common playbook responses.
“The churn signal output is gold. It gave our CS team time to step in — not just react once the customer was already gone.”
— Juliane von Kameke, Research Leader
