Customer Health ScorevsChurn Rate

A Customer Health Score is a composite metric (typically 0-100) that predicts whether a customer will renew, expand, or churn. It combines product usage data (login frequency, feature adoption), engagement signals (support tickets, NPS responses), and business outcomes (ROI achieved, time-to-value). Gainsight data shows that accounts scoring above 80 renew at 96%, while accounts below 40 churn at 55%. Proactively reaching out to at-risk accounts can save 20-30% of them.

Churn rate measures the percentage of customers who cancel or stop paying during a given time period. It is the silent killer of SaaS businesses — even a small monthly churn compounds into massive annual losses. A 5% monthly churn sounds manageable, but compounded over 12 months, you lose 46% of your customer base. To maintain the same revenue, you need to acquire enough new customers to replace nearly HALF your base every year. This is why the best SaaS companies obsess over churn — Slack's monthly churn below 1% means they retain 89% of customers annually, creating a compounding revenue machine.

The trap is building a health score based on vanity metrics like 'total logins' instead of value-delivered metrics like 'completed workflows.' A customer logging in daily to export data to a spreadsheet (because your reporting is broken) looks 'healthy' by login frequency but is actively seeking alternatives. Similarly, weighting NPS too heavily ignores that a promoter (NPS 9) with declining usage is more at-risk than a passive (NPS 7) with increasing usage.

The trap is tracking only 'logo churn' (customers lost) and ignoring 'revenue churn' (revenue lost from downgrades). You could have 3% logo churn but 8% revenue churn if your largest customers are downgrading. Revenue churn is more dangerous because it hits your top line harder. The second trap: calculating churn from the wrong denominator. Always use start-of-period customers, not end-of-period or average. Using end-of-period inflates your denominator and makes churn look artificially low.

Build a weighted health score with 3 categories: (1) Product Engagement (40% weight): DAU/MAU ratio, core feature usage, breadth of feature adoption. (2) Relationship Signals (30%): NPS/CSAT trend, support ticket sentiment, executive sponsor engagement. (3) Business Outcomes (30%): ROI achieved vs promised, time-to-value, expansion usage. Score each 0-100, weight and combine. Set alerts: Green (70+), Yellow (40-69), Red (0-39). Review all Red accounts weekly with a playbook for intervention.

Calculate two churn metrics monthly: Logo Churn = Customers Lost ÷ Start-of-Month Customers × 100. Revenue Churn = MRR Lost (cancellations + downgrades) ÷ Start-of-Month MRR × 100. Implement an exit survey on your cancellation page to identify the #1 reason people leave — the top reason is usually fixable. Target: under 5% monthly for SMB SaaS, under 2% for mid-market, under 1% for enterprise.