Churn Risk Scoring #
The Churn Predictor calculates a churn risk score from 0 to 100 for every customer. A high score means a customer is likely to cancel or not renew.
Risk Score Scale #
| Score | Risk Level | Recommended Action |
|---|---|---|
| 0 to 29 | Low | No action needed |
| 30 to 49 | Moderate | Monitor for trend |
| 50 to 69 | Elevated | Consider proactive outreach |
| 70 to 100 | High | Prioritize retention actions |
The Five Scoring Factors #
The churn score is calculated from five weighted factors, each scored 0 to 100:
| Factor | Weight | What is Measured |
|---|---|---|
| Payment failures | 30% | Failed or cancelled payments in the last 90 days |
| Declining usage | 25% | Event count in last 30 days vs prior 30 days |
| Time since last activity | 20% | Days since last recorded event (0 days = 0, 50+ days = 100) |
| Support tickets | 15% | Support-related events in the last 90 days |
| License utilization | 10% | Downward trend in activation usage in the last 30 days |
Formula: Churn Score = 0.30 x Payment + 0.25 x Declining Usage + 0.20 x Inactivity + 0.15 x Support + 0.10 x Utilization
Viewing Churn Scores #
The Predictive Analytics page shows a table of all customers sorted by churn score (highest first). For each customer you see:
– Churn score (with color coding)
– Score breakdown by factor
– Date score was last calculated
– Link to DDLS customer record
High-Risk Customer Alerts #
Customers with a score above 70 are flagged as High Risk. DMSI Analytics can automatically send retention alert emails to you when new high-risk customers are identified. Configure this in Analytics > Settings > Predictive.