Kyn | Detect Motion. Understand the Shift.
Operational Constructs continuously measure different dimensions of customer behavior and detect when those behaviors begin moving forward or backward.
The Engine
Customer value doesn't disappear all at once. It moves. Operational Constructs continuously measure different dimensions of the customer relationship and detect when those behaviors begin moving forward or backward. We offer three standard Operational Constructs today, each designed to continuously measure a different dimension of customer value and detect forward, backward, or stalled motion over time.
These standard constructs can be used independently or together as part of the broader Customer Operational State.
For companies with unique products, workflows, customer journeys, or commercial models, we can also build custom Operational Constructs using the same framework: position, trajectory, persistence, confidence, evidence, and customer-specific baselines.
Product Adoption Construct — Value realization motion
Are they still getting what they paid for? When a customer bought your product, they expected an outcome. Maybe they needed to automate a workflow, produce a report, support their customers faster, or eliminate a manual process. At some point, they started using your product in ways that helped them get that outcome. Product Adoption watches whether those behaviors are still happening. It learns the milestones and behaviors that represent value for your product — not just logins, clicks, or generic activity — and continuously looks for movement.
A customer might: reach a new value milestone, continue doing the things that prove they're getting value, stop progressing, stop doing something they previously did consistently, move backward, or recover after a period of declining adoption.
That last part is especially important. Imagine a customer adopted an automated workflow six months ago and has been running it consistently ever since. Then suddenly, they stop. They're technically still an "adopted customer." Nothing about their account status changed. But their behavior did. And if a customer stops doing something that was previously helping them get the outcome they paid for, that's a good indication that something may have changed. Maybe there's friction. Maybe their workflow changed. Maybe someone left. Maybe they've found another way to solve the problem. Maybe the outcome simply isn't as important anymore.
Product Adoption doesn't automatically decide which one is true. It tells the CSM: Something about the way this customer gets value from the product has changed. You should understand why.
That's what we mean by Value Continuity. It isn't simply: Did the customer adopt the product? It's: After they adopted it, are they still getting the outcome they bought it for?
What Product Adoption detects: Forward motion — the customer is reaching new value milestones. Sustained value — they're continuing the behaviors that demonstrate an outcome is being achieved. Stalling — progression toward additional value has stopped. Backward motion — behaviors that previously demonstrated value have weakened or disappeared. Recovery — previously declining behaviors have returned.
A customer doesn't suddenly become "at risk." Their behavior changes first. Product Adoption helps you see those changes while there's still time to understand what happened.
Commitment to Value Construct — Organizational investment motion
Is the customer continuing to invest the attention, effort, people, and planning required to keep getting value from the product? Commitment to Value looks at the customer's relationship with the product beyond usage alone.
It can interpret signals from: Gong and Fathom calls, ticket conversations, customer comments, stakeholder engagement, meeting participation, future planning, champion behavior, implementation activity, roadmap conversations, expansion discussions, and follow-through on agreed actions.
It looks for changes such as: future plans disappearing, champion advocacy weakening, stakeholder participation declining, projects being abandoned, customer effort decreasing, dependency being reduced, and alternatives or workarounds entering the conversation.
This is not sentiment analysis. A customer can be frustrated and highly committed. Another customer can sound perfectly satisfied while quietly disengaging. The construct looks for changes relative to that customer's own established behavior.
Designed to detect: Organizational withdrawal or deepening investment before it necessarily appears in revenue.
Commercial Motion Construct — Economic relationship motion
Is the customer's economic relationship expanding, holding, contracting, or unwinding? Commercial Motion interprets changes in the customer's actual commercial footprint. It uses deterministic billing and contract data such as: ARR / MRR, contract dates, renewal dates, purchased products, entitlements, entitlement additions/removals, seat/license counts, upgrades, downgrades, cancellations, package changes, contract extensions, and expansion events.
The distinction here is important. A billing field might say: ARR = $658,461, Renewal = 36 days. Commercial Motion tells you: Current position: Commercially Stable. Trajectory: Contracting. Two meaningful entitlements were removed. Licensed capacity declined 18%. No expansion has occurred in the last two quarters. Renewal is approaching.
The facts alone describe the contract. The construct describes how the economic relationship is moving.
Designed to detect: Expansion, contraction, or unwinding of the customer's economic relationship.
Custom Constructs
Not every business defines customer value the same way. The three standard constructs cover the most common dimensions of customer value, but companies often have unique behaviors that matter to their business. Custom Operational Constructs can be created for dimensions such as: implementation maturity, workflow adoption, product-specific value milestones, support dependency, service delivery, partner engagement, compliance behavior, consumption patterns, and customer-specific operating models.
Every custom construct follows the same contract: Current position, Previous position, Trajectory, Velocity, Persistence, Confidence, Evidence, and Data quality. That part matters because you're not saying "We'll make you a custom score." You're saying: We can create another durable operational state machine for a dimension of customer behavior that matters to your business.
How the constructs work together
Each construct is independently useful. Together, they contribute to the customer's broader Operational State. For example: Product Adoption Trajectory: Declining. Commitment to Value Trajectory: Softening. Commercial Motion Trajectory: Stable. The interpretation becomes: The customer is still commercially intact, but realized value and organizational investment are both weakening.
Value Continuity
Are your customers still getting what they paid for? Each construct becomes a different way you answer that question.