If you’re responsible for keeping customers happy and paying, you know “churn” isn’t just a metric—it’s a migraine. This guide is for SaaS teams, customer success managers, and anyone who actually has to do something when a customer seems like they’re about to bail. We’ll walk through using Churnzero segments to spot at-risk customers before they’re gone for good. No fluff—just what you need to know, what’s worth your time, and what to skip.
Why Segments Matter (and What to Ignore)
Let’s get real: most teams have too many dashboards and not enough insight. Churnzero segments are just saved lists—filters that automatically group customers by criteria you choose. They’re not magic, but when set up right, they show you who’s happy, who’s on the fence, and who’s packing their bags.
What works: - Segments update in real time. - You can trigger alerts or tasks when someone shows up in an “at risk” segment. - You can get specific—combine usage, NPS, support tickets, and more.
What doesn’t:
- Fancy segment names don’t matter. If your “At Risk - Tier 2 - Q4” group confuses people, it’s useless.
- Default segments are just a starting point. Customize or you’ll miss what matters for your business.
- Over-segmenting is a mess. If you have 20 “at risk” segments, you’ll ignore all of them.
Step 1: Decide What “At Risk” Actually Means for You
There’s no universal definition. For some, it’s low product usage. For others, it’s a string of angry support tickets. Before you open Churnzero and start clicking around, get clear about what “at risk” looks like for your business.
Questions to ask: - What’s common among customers who left in the last 6–12 months? - Is it low logins, poor NPS, missed QBRs, overdue invoices? - Do certain features need to be used, or is it about time spent?
Pro tip:
Don’t make this a huge project—spend 30 minutes pulling up 5–10 recent churned customers. Look for patterns. That’s your starting point.
Step 2: Identify the Right Data Sources
Churnzero can pull in a lot—product usage, support data, survey results, billing info, and custom fields. But more data isn’t always better. Focus on signals that actually predict churn in your world.
Reliable signals: - Drop in logins or usage (especially after onboarding) - Negative NPS/CSAT scores - Unresolved or repeated support tickets - No engagement with CSM (not replying to emails, missing meetings) - Contract or payment issues
Red herrings to skip: - Demographics that don’t correlate with churn (size, industry, etc.) - Vanity metrics (number of users added, unless it ties to your churn patterns) - “Gut feel” flags unless you can back them up
Step 3: Build Simple, Actionable Segments
Now, actually make the segments. Here’s the honest truth: simpler is better. You want a segment you can glance at once a week and know exactly what to do.
How to set up an “At Risk” segment in Churnzero
- Go to Segments in Churnzero.
- Click “Create New Segment.”
- Choose the base object (usually “Account” or “Contact,” depending on how your org is set up).
- Add filters based on your signals. For example:
- Product Usage:
Last Login Dateis more than 30 days ago - NPS:
Latest NPS Scoreis 6 or below - Support:
Open Support Ticketsis greater than 2 in the last 30 days - Lifecycle:
Renewal Dateis within 90 days - Combine filters with AND/OR logic. Start with AND—keep it tight.
- Name your segment something obvious, like “At Risk – Low Usage & Low NPS.”
Pro tip:
You can start broad, then narrow it down. If everyone in your segment is “cold,” you’re on the right track. If your segment is empty, loosen it up.
Step 4: Set Up Alerts and Workflows
Seeing at-risk customers is good. Doing something about them is better.
- Notifications: Set up alerts so CSMs get a ping when a customer enters the “At Risk” segment.
- Tasks: Automatically assign a follow-up or escalation to the account owner.
- Playbooks: Link segments to playbooks with specific steps—reach out, schedule a call, review usage, etc.
What to avoid:
Don’t over-automate. If your CSMs get 15 alerts a day, they’ll ignore them all. Focus on quality over quantity.
Step 5: Review and Refine Your Segments Regularly
Churn signals change. What worked last year might be noise this year. Make it a habit to check if your segments are catching the right folks.
How to review: - Pull a list of churned accounts every quarter. Did they show up in your “at risk” segment before they left? - Ask CSMs if the alerts are useful or just noise. - Adjust your filters. Maybe low logins matter less than ignored emails, or vice versa.
Pro tip:
Don’t chase “perfect.” Good enough is better than nothing. You can always tweak.
Step 6: Get the Team on Board
Segments only help if people use them. Make sure your team knows: - Where to find the segments - What the criteria are (no surprises) - What to do when someone appears in a segment
Skip:
Big training decks. Just show them the segment, walk through one example, and move on. Nobody needs a 40-minute webinar.
What Works (and What Doesn’t) in the Real World
What works: - Clear, simple segments—no one wants a spreadsheet with 15 columns. - Regular review—set a calendar reminder once a quarter. - Pairing segments with a playbook—take action, don’t just watch the numbers.
What doesn’t: - Overcomplicating. If you need a flowchart to explain your “at risk” segment, it won’t get used. - Relying entirely on automation. Some customers need a human touch. - Assuming one segment fits all. Enterprise and SMB churn for different reasons—consider separate segments if your book is big enough.
Keep It Simple, Iterate Often
Churnzero segments won’t save the day by themselves, but they can give you a fighting chance to spot and save at-risk customers. Don’t get hung up on building the perfect system. Start with a simple segment, see what works, and tweak as you go. The best teams don’t wait for “perfect”—they just start, and improve from there.