FS-DOC-03Operations
Process Runbook / SOP
Churn Risk Identification
[YourCompany.com] · Customer Support Department · Prepared by FullSpec · [Today's Date]
This runbook is your day-to-day operating guide for the Churn Risk Identification automation. It tells you what the system does on its own each morning, what your team needs to do in response, how to handle anything that goes wrong, and who to call when you need help. FullSpec has built and configured every automated step described here. Your team's responsibility is limited to the single human review and approval step covered in Section 02.
01Process overview
Every morning the automation collects product usage data from Mixpanel, open support ticket data from Intercom, and account health information from HubSpot across all active customer accounts. It scores each account against a set of agreed churn-risk signals, assigns a risk tier, and routes high-risk accounts to the responsible Customer Success Manager via a structured Slack alert. The CSM reviews a pre-drafted outreach email, approves or edits it, and the automation sends it via Gmail and logs the activity back to HubSpot. The entire data-gathering, scoring, and logging process runs without anyone on your team lifting a finger. The only human action required is the email review and approval, which takes under two minutes per account.
Process name
Churn Risk Identification
Trigger
Daily scheduled trigger, runs each morning automatically
Final output
High-risk accounts flagged in HubSpot, Slack alert sent to responsible CSM, personalised outreach email sent via Gmail, follow-up task created in HubSpot
Agents running
Churn Signal Aggregator, Risk Scoring and Routing Agent
Tools involved
Mixpanel, Intercom, HubSpot, Slack, Gmail, Google Sheets (audit log)
Weekly volume
Approximately 120 accounts reviewed per month (daily across working days)
Human checkpoint
CSM reviews and approves the pre-drafted outreach email before it is sent
Process owner
[Your name] — Customer Success Lead
Process Runbook / SOPPage 1 of 4
FS-DOC-03Operations
02Step-by-step: what happens and who acts
What you actually need to do: The only step that requires action from your team is Step 5 — reviewing the pre-drafted outreach email in Slack and approving or editing it before it is sent. Every other step runs automatically. This review takes under two minutes per high-risk account and should be completed the same morning the Slack alert arrives.
Step
What happens
Who acts
Type
1
The automation platform fires a daily scheduled trigger each morning. The Churn Signal Aggregator agent connects to Mixpanel, Intercom, and HubSpot simultaneously and pulls the latest usage metrics, open ticket data, and CRM account health notes for every active customer account. It normalises all of this into a single account snapshot per customer.
Automation
Automated
2
The Risk Scoring and Routing Agent receives the account snapshots from Step 1. It applies the agreed scoring model, evaluating each account against signals such as login frequency drops, ticket volume, unresolved ticket age, last contact date, and health score. Each account is assigned a risk tier of high, medium, or low.
Automation
Automated
3
The automation writes the assigned risk tier, the specific signals that triggered the score, and the name of the responsible Customer Success Manager back to the HubSpot contact and company record. CRM records are updated without any manual data entry.
Automation
Automated
4
For every account scored as high risk, the automation posts a structured alert to the designated Slack channel. The alert includes the account name, the signals that drove the score, the assigned CSM, and a link to the pre-drafted outreach email ready for review.
Automation
Automated
5
The assigned Customer Success Manager reads the Slack alert, opens the pre-drafted outreach email, and decides whether to approve it as-is or make edits. The CSM clicks approve or sends an edited version. This is the only step that requires a human decision.
CSM (you)
Human
6
Once the CSM approves the email, the automation sends the personalised check-in message to the customer via Gmail. The email is populated with account-specific details from the account snapshot and sent from the assigned CSM's connected Gmail account.
Automation
Automated
7
After the email is sent, the automation logs the outreach activity on the HubSpot record and creates a follow-up task for the CSM with a due date based on the account's risk tier. No manual logging or task creation is required from your team.
Automation
Automated
Process Runbook / SOPPage 2 of 4
FS-DOC-03Operations
03Handling exceptions
Situation
What the system does
What you do
An account is missing usage data from Mixpanel (for example, the account has never logged in or the event is not tracked)
The Churn Signal Aggregator flags the account as having incomplete data and assigns a default risk tier of medium as a precaution. The missing field is noted in the account snapshot and logged to the Google Sheets audit trail.
Review the medium-risk alert for that account in Slack. If you know the account is active, check whether the Mixpanel event name has changed and notify FullSpec at support@gofullspec.com so the field mapping can be updated.
The same account is flagged as high risk two days in a row (duplicate alerts)
The system checks for an existing open follow-up task in HubSpot before creating a new one. If a task already exists, it updates the existing task rather than creating a duplicate. Slack alerts are still posted each day the account remains high risk.
No action needed beyond your normal daily review. If you find the same account appearing repeatedly and it has already been contacted, mark the HubSpot task as complete so the system can track it correctly.
An account referenced in the risk score cannot be found in HubSpot (the company record does not exist or has been deleted)
The Risk Scoring and Routing Agent logs an error for that account to the Google Sheets audit trail and skips it from the Slack alert and HubSpot update steps. The account is not scored or alerted that day.
Check the audit log in Google Sheets for the error entry. Locate the account in HubSpot and confirm whether it has been merged, renamed, or deleted. Notify FullSpec at support@gofullspec.com if the record needs to be re-mapped.
A CSM does not review or approve the outreach email within the same business day
The automation does not send the email automatically without approval. If no action is taken by end of day, the Slack alert remains open. No further automated reminder is sent by default unless a reminder step has been configured.
Check your Slack channel each morning as part of your daily routine. If an alert from a previous day is still open, review and approve the email or reassign it to a colleague. Aim to action every alert on the day it arrives.
A customer does not respond to the outreach email within the follow-up window
The follow-up task created in HubSpot reaches its due date and shows as overdue in the CSM's task list. The automation does not send a second email automatically.
When the HubSpot task shows overdue, decide whether to send a further manual follow-up or escalate the account to the Support Lead. Update the task with your outcome so the account's history stays accurate.
One of the connected tools is unavailable (for example, Mixpanel or Intercom returns an API error or times out during the morning run)
The automation retries the failed connection up to three times with a short wait between each attempt. If all retries fail, it logs the outage to the Google Sheets audit trail, sends a system error notification to the designated Slack channel, and skips that day's run for the affected data source. The rest of the flow continues with whatever data is available.
Check the error notification in Slack. Do not attempt to run the process manually unless the outage lasts beyond 24 hours. If the tool is still unavailable the following morning, contact the tool's support team and notify FullSpec at support@gofullspec.com so the FullSpec team can assess whether a manual data pull is needed.
Process Runbook / SOPPage 3 of 4
FS-DOC-03Operations
04Who to contact and when
Fill in the rows below once your team is confirmed. The FullSpec rows are fixed and do not change. Use this table as your first reference whenever you are unsure who to reach out to for a given situation.
Role
Name
How to reach them
Process owner (Customer Success Lead)
[Your name]
[Your email or Slack handle]
Customer Success Manager (primary)
[Rep name]
[Rep email]
Support Operations
[Ops name]
[Ops email or Slack handle]
Support Lead (escalation)
[Lead name]
[Lead email]
FullSpec builder (build and configuration queries, field mapping changes, scoring threshold updates)
FullSpec team
support@gofullspec.com
FullSpec support (errors, alerts not firing, tool connection failures, anything the system is not doing that it should)
FullSpec support
support@gofullspec.com
For anything related to the automation not running, an unexpected error in Slack or Google Sheets, or a connected tool returning errors, contact FullSpec at support@gofullspec.com before making any changes yourself. Changes to the automation configuration outside of a FullSpec session can break the scoring logic or data connections.
05Ongoing maintenance
Whenever Mixpanel event names, HubSpot property fields, or Intercom tag structures change
Notify FullSpec immediately at support@gofullspec.com. A field mapping session will be needed before the next daily run to ensure the scoring agent is reading the correct data. Do not wait until the automation starts producing incorrect scores.
Process owner, then FullSpec team
Whenever the outreach email templates need to be updated (new messaging, seasonal changes, product updates)
Send the revised template text to FullSpec at support@gofullspec.com. The FullSpec team will update the draft generation logic so the new template is used from the next run. Do not edit the template directly in the automation platform.
Customer Success Lead, then FullSpec team
Monthly spot-check (first week of each month)
Review a sample of ten to fifteen account snapshots from the Google Sheets audit log. Confirm that risk tiers look accurate, that no obvious high-risk accounts have been missed, and that the Slack alerts contain the right account details. Flag any discrepancies to FullSpec.
Customer Success Lead or Process owner
Weekly error-log review (every Monday morning)
Open the Google Sheets audit log and scan for any rows marked as errors or skipped accounts from the past seven days. Check that the count of accounts processed each day looks consistent with your active customer base. Raise anything unusual with FullSpec.
Support Operations or Process owner
When a team member joins or leaves (CSM or Support Lead role changes)
Update the routing configuration so alerts and emails are assigned to the correct CSM. Contact FullSpec at support@gofullspec.com to update the assignment logic in the Risk Scoring and Routing Agent. Also update the contact table in Section 04 of this runbook.
Process owner, then FullSpec team
Quarterly volume and threshold review (every three months)
Review whether the scoring thresholds still match your business reality. If your customer base has grown significantly, if churn patterns have changed, or if the number of high-risk accounts being flagged feels too high or too low, work with FullSpec to recalibrate the scoring model. Also confirm that your tool subscription tiers still support the API call volume the automation requires.
Customer Success Lead with FullSpec team
The most common maintenance issue for this process is a Mixpanel event name or HubSpot property field changing after a product update or CRM reorganisation. When this happens, the Churn Signal Aggregator silently pulls empty or incorrect data and accounts may be scored incorrectly or skipped entirely. If your weekly spot-check reveals a sudden drop in the number of accounts being scored, a data field change is the first thing to investigate. Contact FullSpec at support@gofullspec.com straight away.
Process Runbook / SOPPage 4 of 4