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Churn Risk Index (CRI)
Tracks behavioral and emotional warning signals from customers who are disengaging, downgrading, or expressing negativity. It measures attrition and risk indicators across all stages from engagement decay to payment failure, highlighting exactly when customers withdraw to enable proactive intervention.
Required Editions
| View supported editions |
CRI Use Cases
- To prioritize retention efforts for accounts showing high rates of marketing unsubscriptions or complaints.
- To monitor the pace of attrition by tracking how quickly negative sentiment is escalating within key accounts.
- To find accounts where revenue is at risk coincides with emotional disengagement, signaling imminent churn.
CRI KPIs
| KPIs | KPI Purpose |
|---|---|
| Churn Risk Index (CRI) by Cloud | Isolates attrition risk by department to reveal exactly which business unit such as marketing, sales, or service is driving disengagement. It prevents broad retention efforts from missing the specific root cause, ensuring interventions address the actual source of friction. |
| Negative Sentiment Percentage | Acts as an early warning system by detecting rising frustration in communications before formal complaints occur. It allows teams to de-escalate emotional friction points proactively, preserving relationship health before it deteriorates. |
| Revenue at Risk (RAR) | Quantifies the financial value in jeopardy to prioritize retention efforts based on bottom-line impact rather than just account volume. It focuses executive attention on saving high-value accounts that are exhibiting distress signals before revenue is permanently lost. |
| Total Complaints Raised | Accumulates distinct negative feedback events to serve as a definitive red flag for immediate churn risk. It cuts through the noise to highlight customers who have explicitly expressed dissatisfaction, requiring urgent executive attention to resolve. |
| Total Mobile Message Unsubscribes | Tracks active disengagement from communication channels as a leading indicator of waning interest or annoyance. A spike here signals that customers are closing the door on engagement, often serving as a precursor to full relationship termination. |
| Account Watchlist | Shows accounts displaying immediate indicators of attrition, such as rising complaints, negative sentiment, or marketing unsubscribes. It focuses on saving accounts that are actively disengaging and moving toward termination. |
