How to use calculated properties and custom scoring to prioritise retention and upsell opportunities
Customer churn is expensive. But in many businesses, customer health is measured reactively — often when it's too late.
A proactive Customer Health Score in HubSpot helps your service and success teams stay ahead of risk, prioritise accounts effectively, and identify upsell-ready customers based on real data.
At Deep Thought 360, we help B2B organisations build smart, scalable customer health models inside HubSpot. Here’s how to do it.
A Customer Health Score is a composite metric that reflects how likely a customer is to stay, churn, or expand their relationship with your business. It typically blends:
Engagement (logins, support tickets, content consumption)
Product usage (if integrated via APIs or custom objects)
Support quality (CSAT, ticket volume, NPS)
Commercial signals (contract value, payment status, time as customer)
It can be numerical (0–100), categorical (Healthy / At Risk), or tiered (Gold / Silver / Bronze).
Before you build anything, align on what customer success looks like. Ask:
What behaviours do our most loyal customers share?
What early signs precede churn?
What signals suggest readiness for an upsell or expansion?
Use historical data and stakeholder interviews to decide what matters.
Use a mix of quantitative and qualitative inputs. Examples include:
| Category | Example Metrics |
|---|---|
| Product Usage | Logins in last 30 days, feature adoption |
| Engagement | Email open/click rates, event attendance |
| Support Signals | CSAT score, # of tickets, time to resolution |
| Commercial Data | MRR trend, payment history, contract term |
| Lifecycle Stage | Days since onboarding, renewal date proximity |
Create a custom contact or company property called “Customer Health” with dropdown values like:
Healthy
At Risk
Unhealthy
Then use Workflows to set the value based on your defined logic.
Use calculated properties in HubSpot (Professional and Enterprise tiers) to assign numeric values:
+10 for active feature usage
-5 for missed payment
+15 for high CSAT
-10 if support ticket volume > X
Then display the total score in a custom property.
Use workflows to:
Trigger alerts to account managers if health drops below threshold
Create tickets for proactive outreach
Move deals into upsell pipelines when health improves
Add at-risk customers to re-engagement nurture sequences
Build a dashboard to track overall account health by CSM, product tier, or region.
Customer behaviour changes. Your scoring model should too. Review:
Are health scores predicting churn and expansion accurately?
Are reps acting on the insights?
Is data being updated in real time or going stale?
Use a feedback loop between your CS team and data to continuously improve the model.
Building a Customer Health Score in HubSpot isn’t about perfection — it’s about proactivity. With the right mix of data, scoring logic, and automation, you can turn churn risk into growth opportunity.
At Deep Thought 360, we specialise in building intelligent, actionable systems inside HubSpot to help service and success teams do more with less.
Want help setting up a health score that actually reflects your business reality?
👉 Book a Free Retention Workflow Audit