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Churn risk score from usage decline and support ticket volume

One of 565 written HubSpot workflow specs, by a collective of independent HubSpot consultants.

Professional

Seat pricing: Professional edition. To build it, a GTM Seat or an Ops Seat (an Ops Seat cannot create marketing emails or sequences). Per-hub plans: Data Hub Professional.

11 steps
Per-hub plans: also Marketing Hub Professional

On per-hub plans, one of its steps belongs to another subscription: add to static list needs Marketing Hub Professional. Both are required to build it as written. On seat pricing the edition covers both.

Updated for HubSpot seat pricing
OutcomeEvery account gets a numeric churn risk score, recalculated whenever usage or ticket data changes, so CS and sales can prioritize outreach by risk instead of by gut feel.
Workflow maprenewal-expansion-004
Usage, tickets, or NPS flag changes on company leads to Custom code: compute Churn Risk Score. Custom code: compute Churn Risk Score leads to Set Churn Risk Score. Set Churn Risk Score leads to Score bucket. Score bucket leads to >= 70 High: Tier = High, task + notify + add to list; 40-69 Medium: Tier = Medium, monitoring task; < 40 Low: Tier = Low, remove from risk list. >= 70 High 40-69 Medium < 40 Low Usage, tickets, or NPS flag changes on company Custom code: compute Churn Risk Score Set Churn Risk Score Score bucket Tier = High, task + notify + add to list Tier = Medium, monitoring task Tier = Low, remove from risk list
Usage, tickets, or NPS flag changes on company leads to Custom code: compute Churn Risk Score. Custom code: compute Churn Risk Score leads to Set Churn Risk Score. Set Churn Risk Score leads to Score bucket. Score bucket leads to >= 70 High: Tier = High, task + notify + add to list; 40-69 Medium: Tier = Medium, monitoring task; < 40 Low: Tier = Low, remove from risk list. Usage, tickets, or NPS flag changes on company Custom code: compute Churn Risk Score Set Churn Risk Score Score bucket >= 70 High Tier = High, task + notify + add to list 40-69 Medium Tier = Medium, monitoring task < 40 Low Tier = Low, remove from risk list

When to use it, when not to

Use it

  • Use it once usage data is already flowing into HubSpot from the product (via native integration, custom integration, or a nightly sync), and ticket volume is tracked on associated tickets.
  • Use it as the account-level aggregation layer above single-signal alerts like NPS detractor (renewal-expansion-003) or the ticket-spike alert (renewal-expansion-012).
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Skip it

  • Do not use it if usage data only exists in an external product analytics tool with no sync into HubSpot. This workflow reacts to properties already on the company record; it does not fetch data itself unless the custom code step below is built out.
  • Do not treat the resulting score as a hard cutoff for account decisions. Use it to rank outreach priority, not to auto-cancel or auto-discount anything.
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The rest of this spec

Prerequisites · 8 items

Every property with its label, internal name, type and options, plus the assets the workflow needs.

Enrollment · 4 parts

The trigger, the criteria as ticked in the UI, the re-enrollment rule and the suppression list.

Steps · 11 numbered actions

Each action in order with its parameters, branches and delays.

Known pitfalls · 5

Traps seen in production, each with what breaks and what to do instead.

Test plan and UAT script · 3 cases, 3 variants

How to prove it works in a test portal, one case per branch, and a sign-off sheet.

Files · PDF, Markdown, JSON, CSV, code

The properties JSON creates the fields in one call. The workflow JSON documents the build. The custom coded action ships as a ready-to-paste .js file.

Install · 1 click, switched off

The installer creates the properties and the workflow, switched off, then opens a task for what it cannot create. Nothing is deleted, enabled or enrolled.

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