---
schema_version: "1"
id: 064caf6ad26040bb1c5ddc5a5d029b05858176aa004d651aae9e555126408047
title: Churn Risk Index (CRI)
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/analytics/264-0-0/csi_score_work_metrics_cri.md
canonical_url: https://help.salesforce.com/s/articleView?id=analytics.csi_score_work_metrics_cri.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 131bb01fcc74885d5f35c6166683b8c5ecce6baa4cdd16ae2c06188c8d38da1d
description: Tracks behavioral and emotional warning signals from customers who are disengaging, downgrading, or expressing negativity. It measures attrition and risk indicators across all stages from engagement decay to payment failure, highlighting exactly when customers withdraw to enable proactive intervention.
products:
  - Cross Cloud
release: "264"
---
# Churn Risk Index (CRI)

Tracks behavioral and emotional warning signals from customers who are disengaging, downgrading, or expressing negativity. It measures attrition and risk indicators across all stages from engagement decay to payment failure, highlighting exactly when customers withdraw to enable proactive intervention.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col style="width:100%"></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><a href="https://help.salesforce.com/s/articleView?id=analytics.csi_score_learn_requirements.htm&amp;release=264.0.0&amp;type=5" title="Learn about the Salesforce editions, products, and licenses required for CSI Score.">View supported editions</a></td></tr></tbody></table>

## CRI Use Cases

- To prioritize retention efforts for accounts showing high rates of marketing unsubscriptions or complaints.
- To monitor the pace of attrition by tracking how quickly negative sentiment is escalating within key accounts.
- To find accounts where revenue is at risk coincides with emotional disengagement, signaling imminent churn.

## CRI KPIs

![CRI KPIs](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-analytics-csi_score-264-0-0-production-enus/5eb470d9-337a-48d8-b35b-1bd7b712912f/csi_score/images/csi_score_metric_cri.png)

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:50%">
          <col style="width:50%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d1410e88">KPIs</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d1410e91">KPI Purpose</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Churn Risk Index (CRI) by Cloud </td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">
              <p>Isolates attrition risk by department to reveal exactly which business unit
                such as marketing, sales, or service is driving disengagement.</p>
              <p style="margin-bottom:0;">It prevents broad
                retention efforts from missing the specific root cause, ensuring interventions
                address the actual source of friction.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Negative Sentiment Percentage</td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">Acts as an early warning system by detecting rising frustration in
              communications before formal complaints occur. It allows teams to de-escalate
              emotional friction points proactively, preserving relationship health before it
              deteriorates.</td>

          </tr>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Revenue at Risk (RAR)</td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">
              <p>Quantifies the financial value in jeopardy to prioritize retention efforts
                based on bottom-line impact rather than just account volume.</p>
              <p style="margin-bottom:0;">It focuses executive
                attention on saving high-value accounts that are exhibiting distress signals
                before revenue is permanently lost.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Total Complaints Raised</td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">
              <p>Accumulates distinct negative feedback events to serve as a definitive red flag
                for immediate churn risk.</p>
              <p style="margin-bottom:0;">It cuts through the noise to highlight customers who
                have explicitly expressed dissatisfaction, requiring urgent executive attention to
                resolve.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Total Mobile Message Unsubscribes</td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">
              <p>Tracks active disengagement from communication channels as a leading indicator
                of waning interest or annoyance.</p>
              <p style="margin-bottom:0;">A spike here signals that customers are closing
                the door on engagement, often serving as a precursor to full relationship
                termination.</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="KPIs" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e88 ">Account Watchlist</td>

            <td data-label="KPI Purpose" class="slds-cell-wrap" style="vertical-align:top;" headers="d1410e91 ">
              <p>Shows accounts displaying immediate indicators of attrition, such as rising
                complaints, negative sentiment, or marketing unsubscribes.</p>
              <p style="margin-bottom:0;">It focuses on saving
                accounts that are actively disengaging and moving toward termination.</p>
            </td>

          </tr>
        </tbody>
      </table>