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Engagement scoring built on a single metric (logins, NPS) misses the customers whose engagement looks fine on one axis and shaky on another. An Engagement Scoring Playbook reads product, support, and marketing touchpoints into a composite engagement index that surfaces advocates, drifters, and at-risk accounts.
The Challenge
A customer can log in daily and still be drifting if the sessions are short, the feature breadth is shrinking, and the support contact rate is rising. Logins as a single-metric score reports healthy engagement on accounts that are actually disengaging.
Webinar attendance, content downloads, community participation. These are real engagement signals that sit outside the product analytics view, but the engagement score the team uses rarely includes them. The composite signal is incomplete by design.
Some customers love the product, expand their seats, give 9-NPS, but barely respond to marketing or community. Others engage heavily with content but use the product superficially. Neither pattern fits the standard engagement scoring, so both groups get missed.
How eyko Solves It
An Engagement Scoring Playbook reads product usage events, support interactions, marketing engagement (webinars, content, community), and survey response patterns to produce a composite engagement index per customer. It surfaces the highest-engaged accounts (advocacy candidates), the drifting accounts (disengaging quietly), and the at-risk cohort (low engagement across multiple surfaces) so customer success can match motion to engagement profile.
The Playbook scored 4,200 active customers across 5 engagement surfaces and produced a composite index per account. 380 customers sit in the high-engagement decile (advocacy and expansion candidates). 240 are drifting (declining engagement on 2 or more surfaces). 142 sit in the low-engagement cohort representing $2.6M ARR at elevated churn risk.
| Metric | Current | Benchmark | Status |
|---|---|---|---|
| Primary indicator | Flagged | Target | Action needed |
| Secondary indicator | Monitoring | Within range | On track |
| Trend direction | Declining | Stable | Review required |
Engagement Scoring produces a composite engagement index per customer across product, support, marketing, and community surfaces. The Playbook surfaces the high-engagement decile (advocacy and expansion candidates), the drifting cohort (declining engagement on multiple surfaces), and the low-engagement cohort (elevated churn risk) so customer success and marketing can match motion intensity to engagement profile rather than working from a single-metric score.
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FAQ
Everything you need to know about Engagement Index Distribution.
Engagement Scoring is an AI-driven composite engagement index per customer that joins product, support, marketing, and community signals into a single view. The Playbook surfaces the high-engagement decile (advocacy and expansion candidates), the drifting cohort (declining engagement on multiple surfaces), and the low-engagement cohort (elevated churn risk) so customer success and marketing teams can match motion intensity to engagement profile.
The Playbook reads from your product analytics (event streams, feature adoption, session frequency), support tool (ticket cadence, severity, tone), marketing automation (webinar attendance, content engagement, email response), community platform (posts, replies, participation), and survey platform (NPS and CSAT response patterns). At least 6 months of historical data per surface produces useful composite scoring.
A customer health score focuses on churn risk and usually leans heavily on product and support signals. Engagement Scoring is broader: it joins product, support, marketing, and community signals into a composite that captures advocacy and expansion readiness in addition to churn risk. The two are complementary, but the broader engagement view is what surfaces drifting customers who still look healthy on product alone.
Yes. The Playbook attaches a recommended motion to each engagement cohort: expansion and advocacy outreach for the high-engagement decile, targeted re-engagement on the drifting cohort with the declining surface named, and retention motions on the low-engagement cohort with elevated churn risk. Each recommendation projects expected impact on retention, expansion, or advocacy so leadership can prioritize the highest-value motions across the engagement spectrum.
Join the enterprises replacing weeks of manual analysis with a single prompt. See what eyko Playbooks can do with your data.
