Customer Health Score: a B2B tool for retention

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk with Alexandra MacRae, Head of Marketing and CX at Avinode Group, about the Customer Health Score and how a B2B company uses it to keep customers.

Avinode is a market-leading B2B SaaS company in business aviation with a global customer base. For an account-driven business like that, knowing which customers are healthy and which are slipping is the difference between renewal and churn.

Alexandra describes the score as a single number built from several inputs: Net Promoter Score, Customer Effort Score, Customer Satisfaction Score, and activity or engagement data. The results are shown in a red, yellow, and green matrix so the team can see at a glance which customers are thriving and which need attention. The matrix also carries axes for MRR or ARR against meaningful stakeholder interactions, so value and engagement are read together.

What makes it useful is the playbook attached to it. Each position in the matrix maps to a defined action: proactive outreach, extra product training, or fixing a specific problem at a known point in the customer journey. On the tooling side, surveys run through Wootric and feed into CRM data in Power BI.

Alexandra’s core point is that measuring is only step one. The impact comes from taking repetitive, scalable action on the data, the kind of action that produces results rather than another dashboard nobody opens.

The takeaway: a health score is worth building only if it drives a defined response. Combine the signals you have, make the state visible, and attach a playbook so the score turns into action.

Listen to the full episode of Datadrivet for how Avinode set this up. If you want to see where your own retention sits against comparable B2B SaaS companies, that is what the benchmark tool is for: https://benchmark.scilla.studio