Is churn creeping up?

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Hey CS Pros,

You probably already know this, but just in case it needs saying louder: churn rarely happens without warning.

Let’s talk about how to spot the early signs and actually do something about them, before it’s too late.

Let’s bust the biggest lie in CS: churn doesn’t sneak up out of nowhere.

Sure, it feels sudden when a customer ghosts you or drops that “we’re not renewing” bomb. But if you look closely, the signs were there all along. You just didn’t have the right strategy to spot them early enough.

The reality? If your company doesn’t have a clear risk identification process, you’re flying blind. And in this economy, that’s not a cute look.

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My Five Early Warning Signals

Here are five red flags that should instantly trigger your “churn radar”:

1. Declining product usage – If logins drop or key features go untouched, take it seriously.

2. Executive disengagement – If decision-makers disappear, your renewal’s in danger.

3. Slow or no replies – Long gaps in communication = disinterest.

4. Negative sentiment – Frustration or vague language like “we’ll reassess later” is never a good sign.

5. Org changes – New leadership? Layoffs? Your champion leaving? All major churn triggers.

You don’t need all five. Even one is enough to get curious and investigate.

Validate Before You Panic

Not every red flag means full-on churn mode.

Sometimes it’s just noise. So before you go into full-blown save mode:

• Ask yourself: Is this behavior normal for this account?

• Did something change on their end (leadership, budget, focus)?

• Is it our product that’s causing the shift, or something else?

And don’t underestimate your gut. If something feels off, you’re probably right.

My 5-Step Save Playbook

Here’s exactly what I do when I spot a churn risk:

1. Escalate internally – Alert your team. Churn isn’t just your problem.

2. Re-engage the customer – Invite execs to a “realign on business goals” call.

3. Deliver a quick win – Show them untapped value from your product.

4. Get exec alignment – Make sure both sides are on the same page.

5. Reset the relationship – Focus on solving, not selling.

One time, I did this with a ghosting customer. Sent them a 3-minute video demo of a new feature, offered a short call—and boom. We closed a 12-month renewal AND they referred a new customer.

That’s the power of early action.

Takeaways to Remember

1. Don’t wait for red flags to turn redder

Act on any sign of risk. Even one.

2. Get curious, not confrontational

“Hey, I noticed X—can I help?” goes a lot further than “Why aren’t you renewing?”

3. Build your save playbook now

So when the signs show up, you’re not scrambling.

Ready to ditch the churn panic?

I’m walking through the full CS revenue framework in my next free CSM RevUp Masterclass—happening April 23rd.

If you want to stop being reactive and start driving results that actually stick, save your seat:

Have a listen to the latest podcast on Spotify, Apple Podcasts, or Youtube and make sure to let me know what you think!

P.S. Don’t forget your challenge this week:

Pick 3 accounts. Run a churn risk check. Build your mini save playbook.

Then shoot me a message on LinkedIn or reply to this email and let me know how it goes.

That's all for now.

I hope you’ve found this newsletter helpful. If you did find it helpful feel free to forward it to a friend or a colleague, sharing is caring! If you have any questions or suggestions, please feel free to contact us.

Cheers to your CS success,

Anika

PS - CSM RevUP Academy is currently full. Don't miss your shot at next time! Get the strategies, playbooks and build your confidence into a revenue generating CS Pro. Join the VIP Waitlist today to be first notified when the doors open again.