Negative Customer Lifecycle Playbooks can typically be broken down into two types: revenue churn and usage churn. We'll walk through examples of how to create Playbooks for each using our "ACE" Framework.

Step 1: Defining Revenue Churn Risk - Accounts or Users who are paying but show declining usage

This stage focuses on paying users who are not engaging. This typically indicates that users are not getting enough value out of the product to engage and might eventually stop paying.

Activation - Has the user not activated yet? Is the user not activated anymore?
Ex: User has not signed in in the last month

Capacity - Is the user not making progress on their contracted usage limit?
Ex: User has not invited anyone in the last month, but still has 10 or more open seats

Engagement: Is the user showing negative usage patterns?
Ex: User is deleting saved dashboards more often than last week

Step 2: Defining Usage Churn Risk - Accounts or Users who are not paying but show declining usage

This stage focuses on free-tier users or prospects who are not engaging in a way that will eventually lead to conversion. These measures can be quite similar to those for Revenue Churn Risk.

Activation - Has the user not activated yet? Is the user not activated anymore?
Ex: User has not created any saved dashboards

Capacity - Is the user not making progress towards the free tier limit?
Ex: User has not invited anyone and has been on the platform for over a week

Engagement: Is the user showing negative usage patterns?
Ex: User has not signed in in the last week