CRM Signals for Renewal Risk
Predicting customer renewal risk requires monitoring the right signals at the right time. This article examines two critical warning signs that indicate a customer relationship may be in jeopardy: communication breakdowns and shifting business priorities. Industry experts share proven strategies for identifying these red flags early and taking corrective action before it's too late.
Call if Email Goes Silent
The early warning signal we watch most closely at Gotham Artists is a sudden drop in email engagement from a client who's historically been responsive.
In the speaker booking business, repeat clients are everything. Event planners who've worked with us before usually engage with quarterly check-ins, open speaker recommendations, and reply quickly to industry insights we share. When that pattern breaks especially if someone who used to respond within hours goes completely quiet for weeks it almost always means something has changed.
Last year, a pharmaceutical client who'd booked keynote speakers with us for three consecutive leadership summits stopped opening our emails. Our CRM flagged that she hadn't opened the last four messages, which was highly unusual for her. Most bureaus would've kept sending automated follow-ups and hoped for the best.
Instead, I picked up the phone. It turned out she'd been promoted and handed event planning to a new hire who didn't know us and was already fielding pitches from larger bureaus. The transition happened quickly, and because we'd only emailed, the new planner had simply ignored messages from an unfamiliar sender.
I scheduled a call with the new planner, walked her through how we'd supported past events, and offered to be a resource even if she didn't book right away. That year's summit came back to us and they've stayed with us since.
The lesson is simple: in relationship driven businesses, silence is the signal. When engagement drops, assume there's a story behind it and go find out what it is before the relationship quietly disappears.
Realign after Priority Changes
One early warning signal I've relied on is a shift in stakeholder behavior. Specifically, when key contacts stop engaging with content that previously mattered to them. In one CRM setup, we tracked interaction with quarterly roadmap updates and customer advisory invites. One enterprise customer, normally very active in those channels, went quiet for two cycles. Product usage was fine, so no red flags there. But the silence from leadership told a different story. We flagged the account and reached out. Not to push an upsell or check a box, but to ask how aligned the product still was with their strategic goals. It turned out their internal priorities had shifted, and we weren't part of the new narrative yet. That single conversation gave us a chance to reposition, involve the right people, and rebuild relevance before the renewal discussion ever happened. The key learning for me: renewal risk doesn't always start with usage. Sometimes, it starts in the boardroom. And CRM data can catch those shifts if you're tracking the right signals.
Revive Usage before Habits Fade
A steady drop in active users or seat use often points to slipping value. Fewer logins, shorter sessions, or idle seats show that daily habits are fading. This can come from team changes, weak onboarding, or a shift in goals.
Low depth of use, such as fewer key features used, is another early red flag. Linking usage trends to outcomes can show if the product still fits the job. Check the usage dashboard, find the gap owners, and set a plan to restore adoption today.
Tame Support Spikes Fast
A sudden rise in support tickets signals growing risk. Slow replies or long fix times can turn small issues into a loss of trust. Negative survey scores or tense words in ticket notes confirm that mood.
If the backlog grows, users may build workarounds or look for other tools. Group ticket themes, set clear fix dates, and share progress to rebuild faith. Run a ticket review, publish a simple plan, and invite the account to a listening call now.
Resolve Billing Friction with ROI
Late invoices and billing disputes often point to a value gap. Payment holds can stem from budget cuts, purchase order errors, or shock at renewal terms. Finance teams see risk when collection emails pile up or credits are requested.
Renewal risk rises if usage is low and the buyer cannot justify spend to leaders. Build a clear ROI story, offer flexible options, and align dates with the budget cycle. Loop in finance and the buyer today to agree on a simple path to pay and renew.
Prevail through Procurement Scrutiny
An RFP, or request for proposal, or a formal vendor check is a clear sign the account may switch. Procurement will test price, features, and risk against a fresh set of rules. Competitors may shape the scoring to match their strengths if left alone.
Renewal odds rise when must-have outcomes and proof are clear and simple. Bring case studies, usage wins, and a plan that meets the stated rules. Ask to review the RFP criteria and propose a renewal plan that fits today.
Secure a New Executive Champion
When an executive sponsor leaves or stops joining reviews, the renewal loses a key backer. Without executive backing, teams may slow use or pause key projects. New leaders often bring new tools and fresh targets that lower renewal odds.
A quick update of the business case can win support from the new owner. Map the organization, find power users, and tie wins to current goals. Schedule an executive check-in this week and secure a new sponsor now.