# Renewal and Churn Risk Plan: [Customer name]

> A renewal plan for one account: the timeline back from the renewal
> date, the risks that could lead to churn or downgrade, the evidence
> behind each, and the save plays with owners and dates. Based on
> common customer success and account management practice. Replace
> every `[bracketed]` value and every row marked *Example*.

<!--
Guidance: How to use this template
- Open a plan for every account at least [180] days before renewal, and
  at once when the health score turns Red
  (`customer-success/health-score-model`).
- Fill section 2 (risks) from evidence: usage data, support history,
  what the sponsor said. Mark guesses as guesses.
- Review open plans weekly in the renewal risk meeting and update the
  forecast category in section 5 each time.
- Common pitfall: starting with a discount. Price is rarely the real
  reason a customer leaves; fix value and relationship first and keep
  commercial concessions as the last, approved play.
- Contract terms (notice periods, auto-renewal, price change clauses)
  come from the signed contract. Check them with legal or commercial
  colleagues; this plan is not legal advice.
-->

## Document control

<!-- Guidance: One plan per account per renewal. Keep the closed plan; it is evidence for the next health score validation. -->

| Field | Value |
|---|---|
| Plan ID | [RNW-YYYY-NNN] |
| Customer | [Customer name] |
| Contract | [Reference], current term YYYY-MM-DD to YYYY-MM-DD |
| Renewal date | YYYY-MM-DD |
| Notice deadline | YYYY-MM-DD ([N] days before renewal, per contract clause [X]) |
| Current annual value | [Currency amount] |
| Owner | [@csm] |
| Commercial owner | [@account-executive] |
| Status | [Open / Renewed / Downgraded / Churned] |
| Last updated | YYYY-MM-DD |

### Revision history

| Version | Date | Author | Change |
|---|---|---|---|
| 1.0 *(Example)* | 2026-10-30 | CSM | Plan opened at 180 days, health Amber |

## 1. Renewal timeline

<!-- Guidance: Work back from the notice deadline, not the renewal date: once the customer's notice period passes, options narrow. Adjust the day counts to your contract and the customer's budget cycle. -->

| Days before renewal | Step | Owner | Done |
|---|---|---|---|
| 180 | Open this plan, check health, confirm sponsor and decision process | CSM | [ ] |
| 150 | Value review against the success plan outcomes | CSM | [ ] |
| 120 | Executive sponsor meeting; surface risks openly | CSM, account executive | [ ] |
| 90 | Renewal proposal sent; procurement and security reviews started | Account executive | [ ] |
| 60 | Negotiation closed; paperwork in signature | Account executive | [ ] |
| 30 | Signed, or escalation to leadership with save plays | CS manager | [ ] |
| 0 | Renewal date | n/a | [ ] |

```mermaid
flowchart LR
  A["Day 180: plan opened"] --> B["Day 150: value review"]
  B --> C["Day 120: sponsor meeting"]
  C --> D["Day 90: proposal"]
  D --> E{"Day 60: agreed?"}
  E -->|"Yes"| F["Signature by day 30"]
  E -->|"No"| G["Leadership escalation and save plays"]
  G --> F
```

## 2. Risk assessment

<!-- Guidance: Use the categories below so that risks can be compared across accounts. Each risk needs evidence and a date seen. -->

| ID | Category | Risk | Evidence | Seen | Likelihood | Impact |
|---|---|---|---|---|---|---|
| CR-01 *(Example)* | Value | Sponsor does not see results on late deliveries | QBR: late deliveries 6% against 4% target | 2026-10-15 | Medium | High |
| CR-02 *(Example)* | Relationship | Champion moved to another role | CRM note, email bounce | 2026-10-20 | High | Medium |
| CR-03 *(Example)* | Adoption | Five depots still on spreadsheets | Usage report: 7 of 12 depots active | 2026-10-27 | High | High |
| CR-04 *(Example)* | Commercial | New procurement policy asks for three quotes | Sponsor email | 2026-10-22 | Medium | Medium |
| CR-[NN] | [Value / Relationship / Adoption / Product / Support / Commercial / Change at customer] | [Risk] | [Evidence] | YYYY-MM-DD | [L/M/H] | [L/M/H] |

Overall risk: [Low / Medium / High], because [one-sentence reason].

## 3. Save plays

<!-- Guidance: Pick plays that answer the risks in section 2, one or more per risk. Name an owner, a due date and what success looks like. -->

| ID | Play | Answers | Owner | Due | Success looks like |
|---|---|---|---|---|---|
| SV-01 *(Example)* | Executive value session with sponsor, using the customer's own delivery data | CR-01 | CSM, VP customer success | 2026-11-20 | Sponsor confirms trend and agrees target date |
| SV-02 *(Example)* | Find and onboard a new champion; offer advanced training | CR-02 | CSM | 2026-11-30 | New champion named and trained |
| SV-03 *(Example)* | Depot roll-out sprint with on-site support | CR-03 | Onboarding lead | 2027-03-31 | 12 of 12 depots active |
| SV-04 *(Example)* | Prepare a value summary for the customer's procurement review | CR-04 | Account executive | 2026-12-15 | Procurement accepts single-source justification or the bid is answered |
| SV-[NN] | [Play] | [Risk IDs] | [Owner] | YYYY-MM-DD | [Measure] |

Play library to choose from:

- **Value:** outcome review, business case refresh, peer reference call
  with a similar customer.
- **Relationship:** sponsor meeting at executive level, new champion
  programme, multi-threading across departments.
- **Adoption:** targeted training, configuration health check, roll-out
  support.
- **Product:** roadmap briefing, beta access, workaround with a named
  owner and date.
- **Support:** service review, named support contact for a period,
  root-cause summary of incidents.
- **Commercial (last, needs approval):** term or packaging change,
  phased price change, right-sizing seats to real usage.

## 4. Commercial scenarios

<!-- Guidance: Show the range honestly so that leadership can plan. Concessions need approval under your discount policy. -->

| Scenario | Annual value | Change | Conditions | Approval needed |
|---|---|---|---|---|
| Renew as is *(Example)* | 120,000 | 0% | Value and adoption risks closed | None |
| Right-size *(Example)* | 102,000 | -15% | Seats reduced to active users | CS manager |
| Expand *(Example)* | [ ] | [ ] | Acquired depots added | Account executive |
| Churn *(Example)* | 0 | -100% | Notice served | n/a |

*Example* amounts are in [currency] and invented for illustration.

## 5. Forecast and status log

<!-- Guidance: Update weekly. Use your sales forecast categories so that finance sees one number. -->

| Date | Health band | Forecast category | Expected value | Change since last update | Next step |
|---|---|---|---|---|---|
| 2026-10-30 *(Example)* | Amber | Risk | 102,000 | Plan opened | SV-01 scheduled |
| YYYY-MM-DD | [Band] | [Commit / Likely / Risk / Lost] | [Amount] | [Change] | [Step] |

## 6. Escalation

<!-- Guidance: Say when the plan goes above the CSM. Escalate early; leadership help at day 30 is usually too late. -->

| Trigger | Escalate to | Within |
|---|---|---|
| Overall risk High, or notice of non-renewal received | CS manager and account executive manager | 2 working days |
| Expected value below [80%] of current | VP customer success | 5 working days |
| Customer asks for contract exit or legal review | Legal and commercial lead | 1 working day |

## 7. Outcome and lessons

<!-- Guidance: Fill when the renewal closes. Record the real reason in a fixed list so that churn reasons can be analysed across accounts. -->

| Item | Value |
|---|---|
| Result | [Renewed / Expanded / Downgraded / Churned] |
| Final annual value | [Amount] |
| Primary reason | [Value / Relationship / Adoption / Product gap / Support / Price / Budget cut / Acquired or closed] |
| What worked | [Plays that changed the outcome] |
| What to change | [Lessons for the health model, onboarding or product] |
| Exit interview held | [Yes / No, date] |

## Standard and licence note

Based on common customer success and account management practice for
renewal planning and churn prevention. No standard governs this
document. All text and the fictional example figures are original.
This is a documentation format, not legal or financial advice; check
contract terms with a qualified professional. Template licence: MIT.