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At-Risk Accounts

Re-engaging with timely outreach and targeted support

Julie Zehntner avatar
Written by Julie Zehntner
Updated over 2 weeks ago

Summary

This play identifies active customers showing signs of declining engagement or adoption. With timely outreach and targeted support, you can re-engage these accounts before they churn.

Why this works

  • Surfaces accounts that are slipping before it’s too late

  • Personalizes retention strategy based on real product signals

  • Reinforces value and prevents passive drop-off

Goal

(1) For the reader

Proactively re-engage customers showing signs of disengagement to stabilize adoption and improve retention.

(2) For the company

Reduce churn by catching at-risk accounts early and guiding them back toward successful usage.



Accoil Signal

(1) Primary signal

  • Account = Active paying customer

  • Engagement is declining over time

  • Usage of core product features is infrequent

  • Activity levels are noticeably lower than before

(2) Additional insights

  • Customer is in the early lifecycle stage

  • Key workflows or setup steps are incomplete

  • Account is marked as high potential or strategic



Action steps

    • Use Accoil filters to surface accounts with:

      • Declining engagement signals

      • Minimal recent feature activity

      • Lifecycle stage tagged as early

  1. Send a Health Check Message

    • Use connections to send insights to the tools your team uses

    • Reach out with a friendly check-in

    • Acknowledge the drop in activity

    • Offer quick ways to get back on track (e.g., top 2 actions or walkthroughs)

    • Share product tips or short video guides

    • Recommend 1–2 underused features based on their role or industry

    • Personalize suggestions using recent activity

  2. Optional: Add Incentive

    • Offer a live support session or strategy review

    • Unlock temporary access to premium workflows

    • Acknowledge milestone progress with a boost to continue

  3. Track Movement

    • Use Accoil to monitor post-touch engagement changes

    • Flag non-responsive accounts for CS or success team routing

    • Add feedback to refine the churn playbook



Supporting metrics

Metrics

How to measure in Accoil

Re-engagement Rate

% of accounts showing activity recovery post-outreach

Retention of At-Risk Accounts

% of flagged accounts that remain active over time

Feature Adoption Shift

Increase in usage of core features post-touch

Escalation Coverage

% of flagged accounts handed off to CS when needed



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