Introduction
Not all renewals are straightforward—some customers may show signs of disengagement or dissatisfaction as renewal dates approach. Managing at-risk renewals requires timely identification of risk signals and targeted intervention to re-engage customers before it’s too late. This article will guide you through implementing early intervention strategies using Gainsight’s tools to ensure that your team takes proactive steps to secure at-risk renewals.
Step 1: Identify At-Risk Renewals Early Using Health Scores
Start by identifying which customers are at risk of churn based on their health scores:
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Track Health Scores: Use Health Scores to track customers whose engagement or product usage is declining. A significant drop in health scores is an early indicator that the customer may be at risk of not renewing.
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Monitor Product Usage and Engagement: Use Adoption Explorer to track product usage patterns. Low or declining usage often correlates with renewal risks.
Identifying at-risk renewals early gives your team the opportunity to take action before issues escalate and churn becomes likely.
Step 2: Trigger Automated Alerts for At-Risk Renewals
Once at-risk customers are identified, set up automated alerts to ensure your team is notified promptly:
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Set Up CTAs for At-Risk Renewals: Use Rules Engine to automatically trigger CTAs when health scores drop below a set threshold or product usage declines significantly. This ensures that CSMs are alerted to act on at-risk renewals immediately.
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Prioritize High-Value Accounts: Assign higher priority to renewal CTAs for high-value customers, ensuring that your team focuses on securing renewals for strategic accounts.
By automating alerts, you ensure that no at-risk renewal slips through the cracks and that your team engages at the right moment.
Step 3: Engage Executives for High-Value Renewals
For high-value customers or key accounts, involve executive leadership to add weight to your engagement efforts:
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Executive Outreach: Create a Playbook specifically for high-value renewals that includes steps for executive involvement, such as scheduling a call with a key decision-maker or sending a personalized message from your executive team.
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Provide Tailored Support: For at-risk high-value renewals, offer additional support or services to demonstrate your commitment to the customer’s success. For example, provide a dedicated account review or custom ROI analysis.
Involving executives in high-value renewals can significantly increase the chances of securing a successful renewal, especially for at-risk accounts.
Step 4: Create Action Plans for At-Risk Renewals
Develop clear action plans to address at-risk renewals and secure the renewal:
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Tailored Playbooks for At-Risk Customers: Use Playbooks that are specifically designed to re-engage at-risk customers. These playbooks should guide CSMs through the necessary steps, such as offering personalized training, scheduling a check-in, or providing additional product resources.
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Track Progress with Dashboards: Use Dashboards to track the status of at-risk renewals and monitor the progress of action plans.
By creating structured action plans, you ensure that your team is consistently taking steps to secure at-risk renewals.
Next Steps for Success
With early intervention strategies in place:
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Monitor health scores and engage early: Use automated CTAs and dashboards to stay on top of at-risk renewals and engage customers early.
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Leverage executive support for key renewals: Involve executives in high-value or strategic renewals to demonstrate your commitment and increase renewal likelihood.
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