Free Churn Diagnostic for B2B SaaS

Question 01 / 08

How would you describe your current churn situation?

Be as honest as you can — this shapes your entire diagnostic result.

We're bleeding customers

Churn is visibly hurting the business. It's a live crisis.

We have a churn problem but it's manageable

We're losing customers regularly but it hasn't hit emergency levels yet.

Our churn is stable — but we don't really know why

Numbers look okay but we lack visibility into what's driving retention.

We have strong retention and want to scale it with AI

Retention is solid. The next challenge is efficiency and scale.

Question 02 / 08

Do you know the primary reasons customers are churning?

Not what you think — what the data actually tells you.

No — we have guesses but no data

We don't have a formal exit interview or churn analysis process.

Partially — we collect some feedback but it's inconsistent

Some churn data exists but it's not structured or actioned.

Yes — we have a documented churn root cause framework

We track churn reasons, categorise them, and use the data to prioritise fixes.

Question 03 / 08

Does your team have a documented retention playbook?

A specific set of plays your CSMs run when accounts show risk signals.

No — it's all in people's heads

Each CSM handles at-risk accounts differently based on instinct.

We have some informal process but nothing documented

There's a loose approach but no playbook the team consistently follows.

Yes — we have a documented, consistently used playbook

Defined risk triggers, escalation paths, and retention plays the team follows.

Question 04 / 08

How do you identify customers who are at risk of churning?

What your early warning system looks like — if you have one.

We find out when they cancel or go quiet

No proactive early warning — we react when it's often too late.

We use basic signals (low login, support tickets, renewal dates)

Some manual monitoring but no automated health scoring.

We have a health score model that tracks risk proactively

Automated signals trigger CSM actions before customers reach crisis point.

We use AI/ML-based predictive churn models

Sophisticated predictive tooling that flags risk well in advance.

Question 05 / 08

What CX metrics does your leadership team review regularly?

Not what you track — what actually gets discussed and acted on.

Mostly activity metrics (tickets, calls, NPS)

Volume and satisfaction scores dominate. Revenue retention is secondary.

A mix — some operational, some revenue metrics (NRR, GRR)

We look at retention revenue but it's not the primary lens.

NRR, GRR, expansion and churn are our primary metrics

CX is measured in revenue terms. The team knows their NRR number.

Question 06 / 08

How is AI currently used in your customer experience operation?

Be honest about where you actually are — not where you aspire to be.

We're not using AI at all in CX

AI hasn't entered our CX stack yet. It's on the roadmap but not active.

We're experimenting — a chatbot or one AI tool

First steps taken but no coordinated AI strategy across CX.

AI is used in parts of our operation but not systematically

Multiple AI tools but no unified framework. Results are inconsistent.

AI is embedded across our CX workflows with clear ROI tracking

Systematic AI implementation. We measure AI's impact on outcomes.

Question 07 / 08

How would you describe your team's capacity to improve CX right now?

This helps us understand whether you need tools or hands-on support.

We're overwhelmed — no bandwidth for strategic projects

The team is firefighting. No time for structured improvement work.

Limited bandwidth — we need a clear, fast-to-implement system

We can carve out time if the system is ready-to-use, not a project to build.

We have dedicated capacity for CX improvement this quarter

CX transformation is a business priority and we have resource allocated.

Question 08 / 08

What's your primary CX goal for the next 12 months?

This points you toward the right product or service.

Stop the churn — we need to stabilise retention urgently

Priority is fixing the foundation before anything else.

Implement AI to scale our CX without scaling headcount

Efficiency and scale are the mandate. AI is the vehicle.

Both — fix retention and embed AI across the operation

Full transformation. Retention foundation and AI scale.

Drive NRR growth through expansion and upsell

Retention is solid — we want to drive growth from existing customers.

The CX Churn Diagnostic