Five signals that a customer is about to leave

Almost every lost contract had been signalling for at least six weeks. The problem was never a lack of signs. It was that nobody was watching.

Logins thin out, week after week

This is the earliest signal and the easiest to measure. A healthy account logs in on a steady weekly rhythm; when that rhythm thins, the work has usually moved somewhere else.

Your champion leaves the company

Every contract has one person inside who believes in the product. If they leave and you have not built a relationship with their replacement within 30 days, the risk of losing the contract triples.