Why “Green” Customers Are Still Churning (and What to Do About It)
This month, I’ve had a surge of “help” calls from companies ranging between $5 million and $75 million in revenue. These organizations had established products, solid (if slightly imperfect) processes, and confident customer success (CS) teams. Despite these strengths, they were all grappling with an unexpected challenge: some of their “green” customers—those with health scores signaling high engagement and satisfaction—were churning.
At first glance, the issue wasn’t obvious. After all, if a customer’s health score is green, it means they’re onboarding successfully, engaging with the product, or otherwise showing positive indicators. But as we dug deeper, a pattern began to emerge. These companies were struggling to proactively demonstrate ROI and clearly communicate the tangible outcomes their solutions were delivering. Even worse, they weren’t consistently reporting these outcomes to decision-makers, focusing instead on day-to-day interactions with tactical users.
Why This Matters
Even if a customer appears happy today, they’ll eventually ask, “Is this partnership still worth it?” If you don’t consistently answer that question with clear, compelling evidence of value, you’re leaving yourself vulnerable. Competitors might swoop in, or internal priorities might shift. When the CFO calls for budget cuts, will your partnership survive the axe?
Three Strategies to Combat “Green” Customer Churn
Here are a few strategies I shared with these companies that can help you address this challenge:
1. Make ROI Proof Points a Recurring Conversation
Highlighting value during the sales process or quarterly business reviews (QBRs) is no longer enough. Value needs to be an ongoing theme in your customer interactions. Consider integrating ROI metrics into dashboards, monthly updates, or executive reviews.
For example, one company started sharing quarterly Loom videos with their customers. These short, personalized snapshots highlighted key wins, such as time saved, cost reductions, or improved conversion rates. The result? Customers were consistently reminded of the value they were getting.
2. Leverage Customer Health Scores Wisely
Most customer health scores factor in metrics like product usage, survey responses, or support outcomes. While these are important, they don’t always capture measurable business value.
To address this gap, consider adding value indicators to your health scoring framework. For instance, track whether customers are utilizing advanced features that drive significant business outcomes. Flagging accounts that aren’t leveraging these features can help you identify potential churn risks early.
3. Create Champions, Not Just Users
Your champions are your biggest allies within customer organizations—but champions often move to different roles or companies. Without a succession plan, your relationship with that account can become vulnerable.
Expand your reach within the organization by enabling a broader audience to see the value of your solution. This might include offering training, sharing insights, or aligning leadership around the benefits of your product. The goal is to create advocates at multiple levels, not just a single point of contact.
Rethinking “Green” Health Scores
Customer churn isn’t always a reaction to problems—it can stem from a lack of connection to the value you’re delivering. A “green” health score shouldn’t be the finish line; instead, think of it as a checkpoint in an ongoing process. Use it as an opportunity to prove, protect, and grow your customers’ ROI.
By making value communication a continuous effort, you’re not only reducing churn risk—you’re also strengthening long-term partnerships and positioning your solution as indispensable.
Let’s Hear From You
How do you ensure value communication in your customer success strategy? Share your thoughts and strategies below!