Individual
Assessment/Quiz
Free
Is My Account at Risk? Churn Signal Quiz
Answer 12 quick questions about usage, sentiment, and stakeholder engagement to get an instant churn-risk read on any account — plus what to do next based on your score.
What's inside
- 12 diagnostic questions across usage, sentiment, and stakeholder engagement
- A simple 0/1/2 scoring key you can run in under 5 minutes per account
- Four risk bands — Healthy, Watch, At-Risk, Critical — each with a specific next action
- Pattern-reading guidance for when one section scores high and others don't
- Section-specific fixes: adoption problem vs. trust problem vs. relationship risk
- A built-in escalation trigger for when to loop in a manager or exec sponsor
How this works
Answer all 12 questions about one specific account (not your whole book). Score each honestly — this is a diagnostic, not a performance review. Add up your points and read your risk band at the end.
Scoring key
- Yes / Clearly true = 2 points
- Somewhat / Unsure = 1 point
- No / Clearly false = 0 points
Section A — Usage (the account's actual behavior)
- Has core product usage (logins, active seats, key workflows) declined over the last 90 days?
- Are fewer than half of the licensed/provisioned seats active in a typical week?
- Has usage of the single feature that drove the original purchase decision dropped or flatlined?
- Have support tickets shifted in tone from "how do I do X" to "this isn't working for our team" or "we're not getting value"?
Section B — Sentiment (how they talk about you)
- Has your last NPS, CSAT, or relationship-health score dropped versus the prior period, or gone unanswered?
- Was your last scheduled QBR or check-in rescheduled, shortened to under 15 minutes, or skipped outright?
- Has the tone in emails/calls shifted from partnership language ("we," "our roadmap") to transactional/vendor language ("your product," "the invoice")?
- Have you heard "let me check with the team" or "we'll circle back" more than once recently without an actual follow-up?
Section C — Stakeholder engagement (who's actually in the room)
- Has your economic buyer or main champion changed roles, been promoted out, or left the company in the last 6 months?
- Is there currently only one engaged stakeholder in the account (single-threaded relationship)?
- Has a new stakeholder joined the account with no prior relationship to your team or context on the original purchase?
- Has the account gone quiet — no replies, no meeting acceptances — for 3 or more consecutive weeks?
Your score: ______ / 24
| Score | Band | What it means | What to do this week |
|---|---|---|---|
| 0–4 | Healthy | Strong usage, sentiment, and engagement. | Keep the cadence. Look for expansion signals instead. |
| 5–10 | Watch | Early signals in one dimension. | Pick the section that scored highest and address it directly within 2 weeks. |
| 11–16 | At-Risk | Multiple dimensions flashing. | Trigger a formal save plan: exec sponsor call, usage diagnostic, and a written recovery plan within 5 business days. |
| 17–24 | Critical | Compounding risk across usage, sentiment, and stakeholders. | Escalate to your manager/CS leader today. This account needs an executive-to-executive conversation, not a routine check-in. |
Reading the pattern, not just the number
- High Section A, low B/C → Adoption problem. Fix with training/rollout, not a relationship save.
- High Section B, low A/C → Trust/experience problem. A support or delivery issue is bleeding into sentiment — investigate recent tickets/incidents.
- High Section C, low A/B → Relationship risk despite healthy product fit. Multi-thread immediately before the single contact leaves or goes quiet permanently.
- High across all three → This is a genuine churn risk. Treat it with the same urgency as a stalled must-win deal.
How to use it
Run this on any account where something feels "off" — it takes under 5 minutes — and use the risk band to decide whether you handle it solo, loop in your manager, or escalate to an executive sponsor call.