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. They talk 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. In an account-driven business like that, the team needs to know which customers are healthy and which are slipping.

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 sit in a red, yellow, and green matrix. The matrix also plots MRR or ARR against meaningful stakeholder interactions.

Each position in the matrix maps to a defined action. That can be proactive outreach, extra product training, or fixing a specific problem at a known point in the customer journey. 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 repetitive, scalable action on the data.

Combine the signals you have, make the state visible, and attach a playbook.

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