RetentionExpertHigh Impact

At-Risk Customer Surveys

Protect revenue and prevent churn

Sales Stage

Post-Sales

Difficulty

Expert

Impact

High

Channels

Overview

Send out a quarterly Net Promoter Score survey to identify customers at risk of churn allows you to pinpoint renewal problems before they happen. Email surveys to clients ahead of their renewal cycle to discover any potential issues. If possible, include a gift to encourage participation. Assess their responses and take appropriate corrective actions to save any at-risk accounts.

Key Features

CRM SyncCopilotABM Audiences

Data Types

Contact DataCompany Data

Triggers

Identify customers with low product usage or poor adoption who meet the criteria for At-Risk Survey

Actions

Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When customers are identified as at-risk of churn for any company, then:

Discover up to [number] ZoomInfo contacts that meet select criteria
Export to select system as record type
Enroll in NPS Survey campaign
Assign to select Customer Success Manager

Standard Operating Procedure

1. Identify At-Risk Customers

Utilize AI models or customer health scores
Flag accounts with low usage, poor adoption, or frequent complaints

2. Configure Survey System

Set up quarterly NPS survey template
Integrate with CRM or customer data platform

3. Prepare Incentive

Select appropriate gift for survey completion
Set up fulfillment process for incentive distribution

4. Trigger Survey Distribution

Automatically send surveys to identified at-risk customers
Time surveys ahead of renewal cycles

5. Monitor Survey Responses

Track response rates and NPS scores
Analyze feedback for common themes or issues

6. Data Export and Enrichment

Export survey results to CRM/MAT/SEP
Enrich customer profiles with survey data

7. Alert Account Teams

Notify relevant team members of at-risk accounts
Share survey results and identified concerns

8. Develop Action Plans

Create tailored strategies for each at-risk account
Assign tasks to appropriate team members

9. Execute Retention Efforts

Implement corrective actions based on survey feedback
Engage customers through preferred channels (in-app, email, chat)

10. Follow-up and Measurement

Track impact of retention efforts on customer sentiment
Measure changes in product usage and adoption rates

11. Continuous Improvement

Regularly review and refine survey process and questions
Update risk identification criteria based on learnings

Yield Model

Yield in $ Formula

Potential Yield = (TAV * CR / 100) * ADS

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Target Account Volume (TAV)

Driver Definitions

Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy.

Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited.

Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email targets customers identified as at risk of churn. The goal is to send a quarterly Net Promoter Score (NPS) survey to assess customer sentiment, uncover potential risks, and proactively address issues before they lead to churn.

II. Information Included

The email will include personalized information between <context></context> for proper dynamic insertion:

Company Information: Insight into the prospect's company, including identified pain points and behavior from engagement history.
Signals & Behavior: Details on the account's engagement history and recent intent signals.
Account History: Includes documented CRM account history along with a complete history of conversation data recorded via Chorus Conversational Intelligence.
Contact Information: A group of five contacts across the buying committee, including the contact's role, persona information, and other details to personalize the email.
Content Library: Relevant content, such as upcoming webinars, whitepapers, or downloadable content that can be included as part of the follow-up.
Messaging: A comprehensive messaging library that addresses persona-specific and segment-specific pain points, delivering tailored content that aligns with the account's segment and the contact's role, making the outreach more relevant and impactful.
Copilot AI Account Summary: A summary that merges ZoomInfo data, customer CRM data, email communications, and call recordings, offering a clear overview of the account's pain points and strategic goals, along with actionable next steps.

III. Email Structure

<email> <subject>{{Contact.FirstName}}, We Value Your Feedback: Quarterly NPS Survey</subject> <body> Hi {{Contact.FirstName}}, As a valued customer of {{Sender.Company}}, we're always looking to improve our services and ensure we're meeting your needs. Your feedback is crucial in helping us understand how we can serve you better. We'd greatly appreciate it if you could take a few minutes to complete our quarterly Net Promoter Score (NPS) survey. Your insights will help us continue to enhance our offerings and address any concerns you may have. As a token of our appreciation for your time, we're offering {{ContentLibrary.GiftOffer}} to all survey participants. Please click the link below to start the survey: {{SurveyLink}} If you have any immediate concerns or questions, please don't hesitate to reach out. We're here to ensure your success with our platform. Thank you for your continued partnership. Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Company Information> **`{{Company Information}}`** </Company Information> --- <Signals & Behavior> **`{{Signals & Behavior}}`** </Signals & Behavior> --- <Account History> **`{{Account History}}`** </Account History> --- <Contact Information> **`{{Contact Information}}`** </Contact Information> --- <Content Library> **`{{Content Library}}`** </Content Library> --- <Messaging> `{{Messaging}}` </Messaging> --- <Copilot AI Account Summary> **`{{Copilot AI Account Summary}}`** </Copilot AI Account Summary> </context>

V. Optimizations

Subject Line Personalization: Use the contact's first name to increase open rates.
Engaging Opening: Emphasize the value of their feedback and partnership.
Value-Driven Content: Offer a gift or incentive for completing the survey to increase participation rates.
Call to Action: Make the survey link prominent and easy to access.
Polished Close: Reinforce the importance of their feedback and offer support for any immediate concerns.

Merge Tokens Used

{{Contact.FirstName}}{{Sender.Company}}{{ContentLibrary.GiftOffer}}{{SurveyLink}}{{Sender.Name}}{{Sender.Title}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** At-Risk Customer Surveys --- **🔁 Triggers** - Identify customers with low product usage or poor adoption who meet the criteria for At-Risk Survey --- **⚡️ Actions** - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** 🔒 Retention --- **➡️ Channels** 👩‍💻 In-App, ✉️ Email, 🖥 Chat --- **✏️ Summary** Send out a quarterly Net Promoter Score survey to identify customers at risk of churn allows you to pinpoint renewal problems before they happen. Email surveys to clients ahead of their renewal cycle to discover any potential issues. If possible, include a gift to encourage participation. Assess their responses and take appropriate corrective actions to save any at-risk accounts. --- **✏️ Default Natural Language** When **customers** are identified as **at-risk of churn** for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **select criteria** - Export to **select system** as **record type** - Enroll in **NPS Survey campaign** - Assign to **select Customer Success Manager** --- **Explainer-Video-Script** Want to get in front of customer concerns early? Try running the At-Risk Customer Survey play. Using AI, or a simple customer health score, identify accounts with poor health, low usage, or frequent complaints. Before heading into a renewal, or even a check-in call, send out a survey to gather their feedback. It can be helpful to offer a gift for completing the survey to encourage participation. Now you’ll be ready to address their concerns in the next meeting. --- **🏷Features)** CRM Sync, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify At-Risk Customers - Utilize AI models or customer health scores - Flag accounts with low usage, poor adoption, or frequent complaints ## 2. Configure Survey System - Set up quarterly NPS survey template - Integrate with CRM or customer data platform ## 3. Prepare Incentive - Select appropriate gift for survey completion - Set up fulfillment process for incentive distribution ## 4. Trigger Survey Distribution - Automatically send surveys to identified at-risk customers - Time surveys ahead of renewal cycles ## 5. Monitor Survey Responses - Track response rates and NPS scores - Analyze feedback for common themes or issues ## 6. Data Export and Enrichment - Export survey results to CRM/MAT/SEP - Enrich customer profiles with survey data ## 7. Alert Account Teams - Notify relevant team members of at-risk accounts - Share survey results and identified concerns ## 8. Develop Action Plans - Create tailored strategies for each at-risk account - Assign tasks to appropriate team members ## 9. Execute Retention Efforts - Implement corrective actions based on survey feedback - Engage customers through preferred channels (in-app, email, chat) ## 10. Follow-up and Measurement - Track impact of retention efforts on customer sentiment - Measure changes in product usage and adoption rates ## 11. Continuous Improvement - Regularly review and refine survey process and questions - Update risk identification criteria based on learnings --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, Sender.Company, ContentLibrary.GiftOffer, SurveyLink, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>