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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryEmail & LifecycleCustomer Health Score

Email & Lifecycle

Customer Health Score

A composite score in a CRM or customer success tool that predicts a customer's likelihood to renew, expand, or churn based on usage and engagement.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A customer health score is a composite metric, usually calculated in a CRM or customer success platform, that predicts how likely a customer is to renew, expand, or churn. It combines signals such as product usage, engagement, support tickets, and survey results. Teams use it to prioritize at-risk accounts and identify expansion opportunities early.