// account engagement

Source: Hakan⚡The CS Café

The gap between churn prediction models and actual customer behavior is widening. A "silent account" showing healthy engagement metrics can evaporate while support teams miss the subtle conversational cues that preceded departure. SaaS companies optimizing for activity and NPS miss the customers who disengage emotionally long before they stop logging in. The real leading indicator isn't usage data but the texture of how customers talk about the product. Teams that shift from dashboard-watching to pattern-matching in support transcripts will catch departures 4-8 weeks earlier than those relying on traditional health scores.