Engagement & Churn Scoring

The CRM computes engagement and churn risk scores for each customer.

Engagement Score (0-100)

Component	Weight	Data Source	Calculation
Recency	30%	Last activity	Days since last interaction
Frequency	25%	Activity count	Activities per month
Monetary	20%	SCL payments	Total spend / LTV
Breadth	15%	Channel usage	Unique channels engaged
Depth	10%	Engagement	Open rate, click rate

Score Interpretation

Score	Level	Description
80-100	Excellent	Highly engaged, frequent activity
60-79	Good	Regular engagement
40-59	Average	Moderate engagement
20-39	Low	Minimal engagement
0-19	At Risk	Little to no recent activity

Churn Risk Score (0-100)

Risk Factor	Weight	Indicator
Activity decline	35%	50%+ drop in activity
Payment issues	25%	Failed payments, overdue
Engagement drop	20%	Stopped opening emails
Tier downgrade	10%	Recent tier reduction
Complaints	10%	Support tickets, negative feedback

Risk Levels

Score	Risk Level	Recommended Action
80-100	Critical	Immediate outreach
60-79	High	Win-back campaign
40-59	Moderate	Engagement campaign
20-39	Low	Monitor
0-19	Minimal	Standard engagement

Using Scores in Segments

Scores can be used in segment criteria:

const atRiskSegment = {
  name: "At Risk Customers",
  rules: [
    { field: "churnRiskScore", operator: "gte", value: 70 },
    { field: "membershipStatus", operator: "eq", value: "ACTIVE" }
  ],
  combinator: "AND"
};