Customer Renewals Playbook Template

Playbook: Customer Renewals

Published August 14, 2023

Account renewals play a vital role in understanding customer satisfaction and maintaining business growth. To ensure a seamless and effective renewal process, companies need a well-structured playbook that steers them through every step of the way for successful outcomes. 

Here, we present the proven playbook template for account renewals, tailored for renewal managers, account managers, customer success managers, or client-facing teams. From segmentation to contract renewal celebration, this comprehensive guide will help your team automate the account renewal process, maximize customer retention, and identify new growth opportunities.

Free License:

This playbook is a FREE Industry template that can be tweaked or used as-is for your own organization or teams, in perpetuity. This contribution to the community was created after research on the current Industry best practices on the subject. However, this is only a guidance and needs to be modified as required, to best fit your needs. This template does not provide any assurances or guarantees. It also needs you to modify Roles, Tasks, and Durations to those that best fit your specific need.

The template provided for FREE DOWNLOAD covers the following sections:

Step 1: Segmentation  – Knowing Your Customer

The first step in the renewal playbook is to quickly check and validate which customer segment the client belongs to. Understanding the customer’s specific needs and requirements will enable your team to tailor the renewal strategy accordingly.

Step 2: Assess Account Health

To ensure a successful renewal, evaluate the account health based on factors such as customer engagement, product/service usage, relationship mapping, and satisfaction. Share the assessment with the Account Manager to ensure they are well-informed and prepared for the renewal discussion.

Step 3: Review Customer Contract and Identify Upsell/Cross-Sell Opportunities

Thoroughly review the customer contract to assess deal details and identify potential upsell or cross-sell opportunities. Additionally, evaluate expansion possibilities based on product adoption and utilization data to present compelling offers during the renewal process.

Step 4: Assess Touchpoints

Regularly check in with customers to assess their satisfaction levels, address any concerns they may have, and gather valuable feedback. Proactively addressing issues before the renewal conversation ensures a smoother and more positive experience for the customer.

Step 5: Create a Renewal Plan

Based on the assessment, create a concise and action-oriented renewal plan. Share this plan with all relevant stakeholders and add it to the platform’s “Account Notes” for easy accessibility and reference.

Step 6: Prepare a Tailored Renewal Proposal

Craft a renewal proposal tailored to each customer, highlighting the value your product has provided. Address any customer concerns and clearly explain pricing and new growth opportunities to showcase the benefits of continuing the partnership.

Step 7: Communicate Risks

List and communicate any potential risks that could impact the renewal process, such as changes in customer organization management or poor adoption trends. Keeping stakeholders informed allows for proactive measures to be taken to mitigate these risks.

Step 8: Communicate the Renewal Process

Communicate the renewal process, timeline, and any changes in pricing or terms to the customer through a well-crafted email or meeting. Transparency in communication fosters trust and ensures a smooth renewal process.

Step 9: Escalation and Stakeholder Engagement

In the event, the customer shows doubts about the renewal or avoids communication on the subject, send an escalation email internally. Gather relevant stakeholders, create a plan to address the concerns, and execute it promptly.

Step 10: Follow-up Meetings

Engage in transparent and open dialogues with the customer during follow-up meetings to negotiate renewal terms and finalize the agreement. Keep the Finance Manager informed of all details to ensure a seamless payment process.

Step 11: Review Customer Feedback

Analyze and share customer feedback acquired during the renewal process with relevant stakeholders. This valuable feedback can guide future improvements and strengthen the customer relationship.

Step 12: Update System and Celebrate Success

Ensure that all contractual updates, such as adding users or renewal information, are appropriately updated in the system. Finally, celebrate the success of a renewed account with your team to foster positive relationships and acknowledge their hard work.15


Automating account renewals using the ultimate playbook template outlined in this blog post can significantly streamline the renewal process and increase customer retention. By following these steps, your team can ensure a more efficient and successful renewal cycle, fostering long-term customer relationships and unlocking new growth opportunities. Implementing a structured approach empowers businesses to make data-driven decisions, enhance customer satisfaction, and thrive in today’s competitive market. So, go ahead and download the playbook template to take your account renewals to the next level!

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