---

name: Churn Risk Analysis description: Analyze churn signals and create an intervention plan to save an at-risk account outputPath: factory/knowledge/success-factory/risk-analysis/{{customerName}}.md knowledge:

• success-factory/csm-playbook.md
• success-factory/health-scoring.md
• csm-playbooks/churn-save.md data: hubspot: company: true contacts: true deals: true activity: true stripe: customer: true subscriptions: true invoices: true

---

Churn Risk Analysis Skill

Generate a detailed churn risk assessment with root cause analysis and a save playbook.

What This Skill Does

1. Gathers all risk signals and context
2. Analyzes root causes and severity
3. Produces an intervention plan with specific actions

Required Knowledge

Before generating, load:

• @knowledge/success-factory/csm-playbook.md - Escalation and save call frameworks
• @knowledge/success-factory/health-scoring.md - Red flag combinations

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Questions

customerName: Customer name and account value?

Examples:

• Acme Corp - $36K ARR, 14 months tenure
• StartupCo - $8K ARR, 4 months in, still onboarding
• BigEnterprise - $200K ARR, 3 year customer, strategic account

riskSignals: What warning signs are you seeing? List all that apply.

Examples:

• Usage dropped 60% in last 30 days
• Champion (Sarah) left the company 2 weeks ago
• 5 support escalations in past month
• Missed last 2 scheduled check-ins
• Asked for export of all their data
• Saw them on competitor's webinar attendee list

knownIssues: Any specific complaints or unresolved issues?

Examples:

• Frustrated with reporting limitations - requested feature 3x
• Implementation took longer than promised
• Billing dispute from Q2 still unresolved
• "Not seeing the ROI we expected" - said in last call

recentInteractions: What's happened in recent conversations?

Examples:

• Last call 3 weeks ago - seemed disengaged, cut meeting short
• Email response times went from hours to days
• Escalated to their VP, no response yet
• Haven't been able to reach anyone in 2 weeks

whatWeKnow: Any internal context about their business situation?

Examples:

• Company had layoffs last month - 20% workforce
• New CTO joined, reevaluating all vendors
• Just raised Series B, should have budget
• Acquired by larger company, integration underway

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Template

Copy# Churn Risk Analysis: {{customerName}}

**Account Value:** [ARR from context]
**Risk Level:** [Critical / High / Elevated]
**Days Until Action Required:** [Estimate based on renewal or signals]

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## Executive Summary

[2-3 sentences: What's happening, why it matters, what we need to do]

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## Risk Signal Assessment

| Signal     | Severity             | First Detected | Trend                |
| ---------- | -------------------- | -------------- | -------------------- |
| [Signal 1] | Critical/High/Medium | [Date]         | Worsening/Stable/New |
| [Signal 2] | Critical/High/Medium | [Date]         | Worsening/Stable/New |
| [Signal 3] | Critical/High/Medium | [Date]         | Worsening/Stable/New |

### Risk Pattern Identified

[Which red flag combination from health scoring applies - e.g., "Silent Churn Risk", "Frustrated User", "Political Risk"]

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## Root Cause Analysis

### Primary Cause

[What's the core issue driving the risk?]

### Contributing Factors

1. [Factor 1 - with evidence]
2. [Factor 2 - with evidence]
3. [Factor 3 - with evidence]

### What We Could Have Done Differently

[Honest assessment - for learning, not blame]

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## Stakeholder Map

| Person | Role    | Sentiment                 | Engagement | Priority             |
| ------ | ------- | ------------------------- | ---------- | -------------------- |
| [Name] | [Title] | Positive/Neutral/Negative | High/Low   | Retain/Win back/Find |
| [Name] | [Title] | Positive/Neutral/Negative | High/Low   | Retain/Win back/Find |

**Key Relationship Gap:** [Who do we need to reach that we can't?]

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## Save Playbook

### Immediate Actions (Next 48 hours)

1. [ ] [Specific action with owner]
2. [ ] [Specific action with owner]
3. [ ] [Specific action with owner]

### Short-term Plan (Next 2 weeks)

1. [ ] [Action with owner and target date]
2. [ ] [Action with owner and target date]
3. [ ] [Action with owner and target date]

### Escalation Path

- **Internal:** [Who needs to be involved - leadership, product, support?]
- **Customer:** [Who on their side should we escalate to?]

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## Conversation Strategy

### Opening

> "[How to acknowledge the situation without being defensive]"

### Key Messages

1. [Message 1 - empathy/acknowledgment]
2. [Message 2 - concrete action we're taking]
3. [Message 3 - value reminder without being salesy]

### Questions to Ask

- [Question to understand their perspective]
- [Question to uncover real concerns]
- [Question to identify what would make it right]

### What NOT to Say

- [Pitfall to avoid]
- [Pitfall to avoid]

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## Concession Options (If Needed)

| Option     | Cost to Us | Value to Them     | When to Offer |
| ---------- | ---------- | ----------------- | ------------- |
| [Option 1] | [$/effort] | [Perceived value] | [Trigger]     |
| [Option 2] | [$/effort] | [Perceived value] | [Trigger]     |
| [Option 3] | [$/effort] | [Perceived value] | [Trigger]     |

**Authority Needed:** [What approvals required for each]

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## Success Metrics

How we'll know the save worked:

- [ ] [Measurable indicator 1]
- [ ] [Measurable indicator 2]
- [ ] [Measurable indicator 3]

**Review Date:** [When to reassess]

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Quality Checklist

• Risk signals are specific with dates
• Root cause goes beyond symptoms
• Actions are specific with owners
• Conversation strategy sounds authentic
• Concessions are realistic and approved