"My approach to customer risk signals is all about risk to the customer achieving their desired outcome. The mistake everybody makes when they're thinking about customer risk is they almost always look at lagging indicators."
Why it matters
Logins-per-week and seats-active are lagging indicators of a problem that's already happened. Outcome-anchored risk signals catch the disconnect between what the customer wanted to achieve and what your product is actually delivering, while there's still time to intervene.