Signal setup

Add signals (an upcoming QBR, a champion going silent, a payment going overdue) so you could use it as a trigger the moment something important happens. The classic case is an upcoming QBR: a signal that watches the customer's calendar for the keywords "QBR" or "business review" in the next X days will trigger the right workflow or project the moment the meeting is on the books.

Signal types

The platform supports three types of signals:

Customer has an upcoming meeting in X days. Watches the calendar for an event matching keywords or other meeting attributes.
Customer starts matching specified criteria. Fires when a customer first matches the criteria you defined, for example, a customer entering the "no reach out for 14 days" state.
Customer stops matching specified criteria. Fires when a customer leaves the matched state, for example, a previously silent customer who just emailed you back.

Built-in signals

Cust ships with a set of signals that work out of the box, so the most common risk and expansion moments are covered without any setup:

No reach out: nobody on your team has contacted the account in a configurable number of days.
Company went silent: the customer has stopped reaching out across email, meetings, calls, and tickets.
Stopped using: product usage has dropped off, with separate triggers for a soft decline and a hard stop.
Negative sentiment: a strongly negative message was detected in a recent interaction.
Strong positive signal: a strongly positive message was detected, often a good moment to ask for a referral or an expansion.

You can tune the thresholds on several of these per segment (see Configuring silence per segment), and use any of them to trigger Guidances, Workflows, or Projects.

Signals vs filters

A filter and a signal can use the same criteria yet return very different counts, because they answer different questions.

A filter returns the current audience: every account that matches the rule right now. Filter for "health is At risk" and you get the full standing list, however large it is.
A signal captures new entries into that audience: it fires only when an account crosses into the state after the signal was created. It records transitions rather than a snapshot, so it starts empty and grows as accounts newly qualify.

This is why a filter on a given rule almost always shows more results than the matching signal: the filter includes the entire existing backlog, while the signal counts only the accounts that have entered the state since you set it up. Reach for a filter when you want "who matches today", and a signal when you want "who just changed" or you want to trigger an automation the moment that change happens.

Contact-level signals

Signals can be defined at the company level (a property of the whole account) or at the contact level (a property of a single person on the account). Contact-level signals enable per-person automations, such as responding to an individual NPS submission rather than the company's average score.

Configuring silence per segment

The built-in "No reach out" and "Company went silent" signals can be configured per customer segment. You set:

The day threshold (for example, 14 days for Enterprise, 60 days for Self-serve).
Which interaction types count toward the calculation (email, meetings, support tickets, calls, or any combination).

Different segments can then have different silence definitions in one place.

Where signals show up

Once a signal fires for a customer, you can see it in two places:

The Company profile under Memory, plotted on the Lifecycle chart.
The Companies list: click the Signals cell on a row to open an overview with timestamps for every firing.

Where to use signals

Signals become part of the customer context out of the box. You can use Signals to trigger Guidances, Workflows, Projects if you want to act on them in real-time.

Set up signals