Adoption / UsageLogin or activity frequency, key-feature adoption, content consumption, service usage or milestone completion.
EngagementMeeting participation, email response, education attendance, community activity or stakeholder engagement.
Support & FrictionTicket patterns, unresolved blockers, repeated issues, escalation history or recurring service complaints.
Renewal / BillingUpcoming renewal window, downgrade requests, failed payments, plan changes or cancellation intent where accessible.
Feedback / SentimentSurvey responses, qualitative feedback, success-review notes, complaints and stated value perception.
Customer ContextSegment, plan, ARR/MRR band, use case, lifecycle stage, strategic importance or known stakeholder change.
Agreed response playbook
HealthyMaintain valueContinue adoption, education and scheduled success touchpoints.
WatchInvestigate signalCheck context, contact the customer where appropriate and record the reason.
At riskIntervene & escalateUse a recovery playbook and involve support, product, billing or commercial owners as needed.
RenewalPrepare decisionConsolidate value, open actions, stakeholders and renewal ownership before the deadline.