At-Risk Account Count
Number of accounts flagged as at risk of churn based on health score or engagement signals
What is At-Risk Account Count?
At-risk account count is the number of customer accounts whose health score is below a defined threshold at a point in time. It shows how many customers are in danger of leaving or shrinking.
Knowing which accounts are at risk lets customer teams act before it is too late.
How this KPI is measured
- Function
- Customer Success & Service
- Sub-function
- Churn & Risk
- Industry
- All Industries
- Type
- Leading
- Impact
- Risk
- Unit
- #
- Measurement frequency
- Weekly / Monthly
- Formula
- Count of accounts with health score below defined threshold at point in time
How to calculate it
Count the accounts with a health score below the chosen threshold.
For example, if 45 of 400 accounts score below 60, the at-risk count is 45.
Set the threshold using history, so that it captures the accounts that actually went on to churn, and also look at the revenue represented by at-risk accounts.
Where it is used
Prioritising customer success effort
Focus on accounts that need help.
Forecasting churn
Estimate revenue at risk.
Managing escalation
Involve leaders early.
How to improve it
Tips and common mistakes
- Weight by revenue as well as by count.
- A health score is only useful if it predicts outcomes. Check it.
- Talk to the customer, not just the data.
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