Find under-adopted customers
The customers who never switched on the feature they bought for, or stopped using it, are the churn list six months early. Find them, and offer help with one specific thing.
The conversation
Sample accounts and numbers, for illustrationYouFind customers whose use of the key features has dropped in the last 60 days or never started, show which features they use and which they paid for but do not, and draft a check-in from the account manager that offers help with one specific feature.
Unify3 checks · product events, CRM and last year’s pattern
- Read use of the three key features per customer from PostHog over the last 60 days and the 60 before.
- Matched each customer to the plan and the reason recorded at purchase in Salesforce.
- Compared seasonal customers with the same period last year before flagging any of them.
Fourteen customers are under-adopted against the three key features you named. Five never started on the feature they bought for; nine have dropped in the last 60 days.
- 1Halden RoboticsNever started
- 2Lumen FreightDown 70%
- 3BrightpathDown 40%
- 4Merridian SystemsNarrow
A drop is measured against the customer’s own earlier use, and against last year where the pattern is seasonal. Nothing is flagged on totals.
YouSort them by what the pattern means and tell me what to offer each.
UnifyThree different problems. Never started needs setup help; declining needs a reason; narrow needs nothing yet.
Bought for the CRM integration. Never connected. The buyer, Tara Quinn, is still there.
Each with the feature they bought for and never used.
The Monday report stopped in July. Elena Marsh, who ran it, moved to COO.
Rules untouched since the RevOps lead left. The team still routes through them.
Heavy daily use of routing; reporting never opened. Healthy. A note about reporting can wait for the QBR.
YouOpen up the five that never started: what did each buy for, when, and is the buyer still there?
UnifyFive customers bought in the last six months and have never used the feature they bought for. The first four are below, and at one of them the buyer has already left.
| Customer | Bought | Bought for | Uses instead | Buyer still there? |
|---|---|---|---|---|
| Halden Robotics | April | CRM integration | Routing only | Yes, Tara Quinn |
| Calderon Health | May | Reporting | Routing only | Yes |
| Oakline Health | June | SLA alerts | Reporting, weekly | No, left in August |
| Fenwick Supply | July | CRM integration | Nothing past the first week | Yes |
The reason for buying is the field recorded at close in Salesforce. Where it is blank the customer is left off rather than guessed at.
YouOf the fourteen, which renew in the next 120 days, and how far has their use of the key features fallen since last quarter?
UnifyFour of the fourteen renew in the next 120 days, and three of those have fallen since last quarter. Those three check-ins go first.
- 1Lumen FreightDown 70%
- 2BrightpathDown 40%
- 3Varro SystemsDown 25%
- 4Merridian SystemsSteady
Renewal dates come from Salesforce and the fall is measured against the customer’s own last quarter.
YouDraft the check-ins, one feature each, and route them.
UnifyThirteen check-ins are with their account managers. Each offers help with one named feature and asks nothing else.
ToTara Quinn
SubjectThe CRM integration
Tara, when Halden signed in April the CRM integration was the reason, and I can see it has not been connected yet. That is usually a permissions question rather than anything hard. Could I take twenty minutes with whoever owns your CRM admin to get it running?
- Tara Quinn · Halden RoboticsOwner SamIn review
- Lumen Freight · new report ownerOwner AnaOwner to confirm contact
- Brightpath · new RevOps leadOwner ChrisIn review
Set up
- Thirteen check-ins routed One feature each, with the three renewing inside 120 days sent first. Merridian is held for the QBR rather than written to.
- Weekly read of key-feature adoption Never started, declining and narrow, with last year’s pattern applied before anything is flagged.
- Departed users flagged on the account So a drop caused by a leaver is handled as a handover, not as churn.
The usage is observed. Why it fell is the reading, and the check-in offers help rather than asking how everything is going.
Under-adopted customers, with and without Unify
A customer who stopped using the product tells you at the renewal. The usage told you six months earlier.
| Without Unify | With Unify |
|---|---|
| The first sign of churn is a renewal call that goes badly | Each customer's use of the key features is read every week, against what they bought |
| Usage dashboards show totals, so a customer using one feature heavily and none of the others looks healthy | Never started, declining, and healthy-but-narrow are separate lists with the feature named |
| Check-ins are generic, so the customer with a specific problem gets a how-is-everything email | The check-in offers help with one specific feature the customer paid for and does not use |
| Seasonal dips and real declines get the same alarm | Seasonal patterns are compared with the same period last year before anything is flagged |
Start from this prompt
Make it your own in Unify, then review the results.
Find customers whose use of the key features has dropped in the last 60 days or never started, show which features they use and which they paid for but do not, and draft a check-in from the account manager that offers help with one specific feature.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Never activatedWhich customers bought in the last six months and have never used the feature they said they were buying for?Try in Unify
- Renewals at riskOf the customers renewing in the next 120 days, whose usage of key features has fallen since last quarter, and by how much?Try in Unify
- One customerWhat does Halden Robotics use every week, what have they never touched, and what should their account manager offer help with?Try in Unify
How it changes by who you sell to
- Software
- Software customers who never connected the integration they bought for are the ones who quietly leave. Ask for customers whose key feature was never activated or dropped in 60 days, and offer a session on that feature, not a general check-in.
- Financial services
- Bank and insurer adoption stalls on approvals rather than on interest. Ask which features are unused and whether a compliance review is the reason, and route the check-in through the relationship owner with the review in mind.
- Healthcare
- Provider adoption drops when the department that bought it changes hands. Ask for customers whose usage fell and whether the buyer left, and address the check-in to whoever runs the department now.
- Retail and e-commerce
- Retail usage is seasonal, so a summer drop is not a churn signal. Ask Unify to compare usage with the same period last year before flagging a customer, and to name the feature that fell rather than the total.
- Education
- School and university customers use the product in term time and go quiet in the holidays. Ask for adoption measured across a term, not a month, and for the coordinator who owns rollout at each institution.
Next in customer expansion and health
+2New stakeholdersCatch new stakeholders at customer accountsA new VP at a customer has never heard of you and owns the budget your product sits in. Find them in their first 90 days, before they find a replacement.
+2ExpansionExpand into a customer's neighboring teamsThe next deal is often one department across from the one you already serve, and sometimes it has already started without you. Find both, and who to ask.
+5Cross-sellFind cross-sell opportunitiesCustomers on one product whose stack, hiring or usage says they fit a second one. Name the product, show the evidence, and find the person who would buy it.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect PostHogConnect PostHog to Unify as a destination, choosing the product events and the person and company context to send.
- Connect SegmentSend supported Segment events into Unify through Webhook (actions).
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
Questions about this workflow
What is a key feature?
The features you name as the ones that show a customer is getting value, such as the integration they bought for or a weekly report. Say them in the prompt once and Unify measures adoption against them rather than against total logins.
How does it avoid flagging seasonal customers?
Ask for the comparison with the same period last year, and Unify checks the pattern before flagging. A retail customer quiet in July is compared with last July, not with June.
Who gets the check-in?
The person who uses the product most at the customer, or the buyer if nobody does. If the buyer has left, the note goes to whoever runs the department now, and the account manager is told the buyer is gone.
How is this different from product-qualified expansion?
That page finds usage growing past the plan. This one finds usage that never started or fell. They read the same data and end in opposite conversations: one about more, one about help.