Renewal and Churn Risk Plan Template

Renewal timeline from day 180, risk assessment by category with evidence, save plays and play library, commercial scenarios, forecast log, escalation, outcome

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Як використовувати: Use it for each account from about 180 days before renewal, or as soon as its health turns Red. Fill the risks with evidence first, then pick save plays that answer them. The main pitfall is opening with a discount instead of fixing value, adoption and relationship.

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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.

Document control

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

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	[ ]

2. Risk assessment

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

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

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

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

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

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.

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