We keep coming up with fancy ways to describe the purpose of Customer Success, but in the end, we’re here for one thing: ensuring customers are so successful that they renew, term after term. It’s not unusual to create and follow playbooks throughout adoption phases, but we often skip an important one: the renewal playbook. If you’re going into renewals in the dark and “hoping for the best”, you’re missing a critical step. Introducing predictability into the renewal process always correlates with lower churn rates, and who doesn’t want that? Design and use a proactive game plan to manage the 90, 60, or 30 days prior to renewal and secure more wins.

1. CUSTOMER SUCCESS WORKSHOPS
HOW TO
BUILD
A POWERFUL RENEWAL
PLAYBOOK
WITH PAUL PHILP
FOUNDER & CEO AMITY

2. GET YOUR
TWEET ON AND
JOIN THE
CONVERSATION.
#CSWORKSHOP
@GETAMITY
+
@PPHILP
A LITTLE
HOUSE
KEEPING
How to Build Your Customer Onboarding Playbook

3. A set of rules to follow: what to do, when,
and how.
As your team grows, playbooks help you act
as one, all following standard processes and
delivering the same CX to all accounts.
WHAT IS A CSM
PLAYBOOK?

4. WHY DO WE NEED PLAYBOOKS?
CSM LEVEL:
• Increase accuracy
• Make your life easier
• Always know what to do next
• Measure your performance
TEAM LEVEL:
• Set goals and monitor KPIs
• Increase collaboration
• Onboard new employees rapidly
• Unify customer experience
• Identify gaps and prevent overlaps
• Increased productivity and efficiency

5. 2 Types of Renewal Models:
1. When a contract is signed during the sales process, there comes a day when
the agreement expires and needs to be renewed
2. Perpetual customers renew month to month, and they can decide to churn
at any time
WHAT’S A RENEWAL?

6. A contract customer is not able to leave until renewal time
àWhen a customer is locked into a contract, they aren’t included in Retention
and Churn calculations
Perpetual customers can leave you any time
à Each renewal counts towards your Retention and Churn %
RENEWALS & RETENTION

7. OWNERSHIP
3 Types of Process Models:
1. CSM managing the renewal solo’
2. CSM hands over the customer to an Account Manager
3. CSM and Account Manager tag team
• If a contract renegotiation is involved, AM’s should own or co-own the
renewal
• CSM’s should focus on success, not purchasing and legal matters

8. THE SAMPLE PLAYBOOK
Execute new
agreement
90 DAYS
PRIOR
RENEWAL

9. RENEWAL
Execute new
agreement
Review agreement
with customer
90 DAYS
PRIOR
THE SAMPLE PLAYBOOK

10. RENEWAL
Execute new
agreement
Review agreement
with customer
Prepare new
agreement
with customer
Execute new
agreement
Review agreement
with customer
Prepare new
agreement
with customer
Account ManagementCustomer Success
90 DAYS
PRIOR
THE SAMPLE PLAYBOOK

11. RENEWAL
Execute new
agreement
Review agreement
with customer
Prepare new
agreement
with customer
Customer Review
Account ManagementCustomer Success
90 DAYS
PRIOR
THE SAMPLE PLAYBOOK

12. RENEWAL
Execute new
agreement
Review agreement
with customer
Prepare new
agreement
with customer
Customer Review
Send upcoming
renewal notice
Account ManagementCustomer Success
90 DAYS
PRIOR
THE SAMPLE PLAYBOOK

13. Execute new
agreement
Review agreement
with customer
Prepare new
agreement
with customer
Customer Review
Send upcoming
renewal notice
90 Day
internal review
RENEWAL
Account ManagementCustomer Success
90 DAYS
PRIOR
THE SAMPLE PLAYBOOK

14. THE PLAYBOOK

15. THE PLAYBOOK

16. GETAMITY.COM/DEMO
• Centralize your data
• Automate heath scoring
• Stop operating in Excel
• Collaborate on playbooks
MAKE YOUR LIFE EASIER

17. Q & A

18. THANK
YOU/