Customer Retention Playbook
Tactics, segments, and contact cadences for renewal motions.
Introduction
This playbook covers retention motions for Tier-1 and Tier-2 customers. It is the canonical document; supersedes the Q4 2025 draft.
Segments
We segment by Annual Recurring Revenue (ARR), product-mix, and lifecycle stage. Each segment has a distinct cadence and a designated owner.
Tier-1 segments receive monthly executive business reviews; Tier-2 segments receive quarterly ones supplemented by automated check-ins.
Cadence
Renewal motions begin at T-120 days. The first touch is account-team-led and covers product roadmap and usage trends. T-90 introduces the Customer Success owner; T-30 begins commercial conversations.
Specific playbooks
Expansion: triggered by feature adoption thresholds in feature_usage table.
Save: triggered by churn-risk score above 0.7 from the churn_classifier model.
Reactivation: triggered for accounts dormant > 60 days.