Signals worth watching
| Healthy | At risk |
|---|---|
| Regular contact and repeat work | Long silence after regular contact |
| Pays on time | Payments slipping |
| Few, quickly resolved requests | More complaints or unresolved tickets |
| Stable contacts | Your main contact has left |
| Asks about more services | Asks about cancellation terms |
A monthly account review
Once a month, look at your top 20 customers by revenue. For each one, note whether it’s healthy, needs a check-in or is at risk, and give every at-risk account an owner and a next step.
Make renewals routine
Put renewal conversations in the diary 60 to 90 days ahead. Review the value you’ve delivered, plan any price change and agree the next term before it lapses. See service agreements and renewals.
Look after your best customers deliberately
Not every customer needs the same attention. Identify your top customers by revenue or strategic value and give them a little more: a named contact, a regular check-in, early notice of changes and first access to new services. Small gestures, consistently, keep relationships strong.
Winning back customers who drifted
Customers often leave quietly rather than with a complaint. Every six months, look for past customers who haven’t bought in a year. A friendly note asking how things are going, with no hard sell, brings some back and tells you why others left.
Keeping a simple health score
You don’t need software to start. Give each top customer a traffic light each month: green if all is well, amber if there is a warning sign, red if they are at risk. Agree an action for every amber and red. Over time you will learn which signals really predict a customer leaving.
Asking for feedback well
Keep it simple: one or two questions, such as “How likely are you to recommend us?” and “What could we do better?”. Ask at natural moments, such as after a project finishes or before a renewal. Act on what you hear and tell customers what you changed.
A worked example
A managed IT provider notices that a long-standing client has raised more tickets than usual and their main contact has changed. The account manager books a coffee with the new contact, learns the business is growing and has outgrown its setup, and proposes an upgraded agreement. What could have been a quiet cancellation at renewal becomes a larger contract.
Quick checklist
- Review your top customers monthly.
- Watch for less contact, late payments and more complaints.
- Give every at-risk account an owner and a next step.
- Start renewal conversations 60 to 90 days ahead.
- Ask for feedback at natural moments.
- Contact past customers who have drifted away.
Ask for feedback
A short “how are we going?” call twice a year tells you more than any report. It also shows the customer you care before they have a reason to complain.
NovaSoft One’s customer success tools show account health with the reasons behind it, alongside onboarding and renewal work, on Professional plans and above.
Common questions
What are the early signs a customer might leave?
Less contact, late payments, more complaints and changes in key contacts.
How often should we check in with top customers?
At least quarterly, more often for your most important accounts.
Is it worth trying to win back lost customers?
Yes. Even when they don’t return, you learn why they left.
This guide is general information for Australian businesses, not legal, tax or financial advice. Check anything specific to your situation with a qualified adviser or the relevant government agency.