# Customer Renewal Follow-Up Playbook | 121 CRM > Prepare a renewal conversation with current service evidence, clear terms and time for a considered decision. A fictional membership team reviews Morgan’s account before sending renewal information. This playbook turns that kind of situation into an owned sequence with explicit stop points, exceptions and measures. Use only channels, data and capabilities approved for your setup. ## Renewal follow-up: the working sequence Illustrative playbook — names, organisations and activity are fictional. ## Capabilities explained ### Recurring subscriptions Creates recurring payment arrangements from eligible products and connected provider settings. **How it works:** Uses configured products, merchant connections and checkout rules for an eligible payment or order journey. **Why a business would use it:** Supports repeat billing while preserving a visible subscription state. **Limitations:** Provider fees, tax treatment, disputes, settlement and feature eligibility remain separate responsibilities. **Human responsibility:** A responsible person must approve prices and terms and resolve refunds, disputes and fulfilment exceptions. ### Contacts Stores a person or lead with contact details, activity, ownership and related records. **How it works:** Stores or organises supported business data under configured fields, permissions and record rules. **Why a business would use it:** Gives a team one place to understand who a customer is and what has happened. **Limitations:** The platform does not make imported, duplicated or incomplete data accurate without review. **Human responsibility:** A data owner must define the record model and resolve quality, ownership and access exceptions. ### Tasks Creates assigned, dated and optionally recurring actions against contacts or opportunities. **How it works:** Tracks a potential deal, stage, owner or task using configured pipeline and record rules. **Why a business would use it:** Turns the next step into owned work instead of leaving it inside notes or inboxes. **Limitations:** Pipeline position is only reliable when users and workflows update it consistently. **Human responsibility:** A responsible owner must qualify the deal, choose next actions and resolve stale or disputed status. ### Waits and timing Pauses a sequence until a duration, time, event or supported condition is reached. **How it works:** Runs an ordered sequence only after its configured trigger and conditions are met. **Why a business would use it:** Keeps communication paced around the customer rather than firing every step at once. **Limitations:** Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service. **Human responsibility:** A process owner must approve, test, monitor and pause or correct faulty automation. ## Begin with a valid trigger, enough context and one owner A live customer arrangement approaches its agreed review or renewal window. Before any automated action, confirm that the event, customer record and communication basis are suitable for this playbook. ### Trigger A live customer arrangement approaches its agreed review or renewal window. ### Practical scenario A fictional membership team reviews Morgan’s account before sending renewal information. ### Accountable owner Name the person or queue that accepts the work, monitors exceptions and can stop the sequence. ## Run the renewal follow-up playbook step by step Each step should leave evidence a colleague can understand. Timing and channels should follow the customer context rather than a generic high-pressure cadence. ### 1. Verify the relationship Check product, term, service status, contacts and unresolved issues. ### 2. Prepare the information State the renewal date, price or change only from approved commercial records. ### 3. Start at the agreed time Give the customer enough time to review, ask questions and follow the cancellation route. ### 4. Record the decision Capture renewed, changed, declined, pending or disputed status honestly. ### 5. Complete the handover Update the recurring arrangement or service plan only after approval. ## Stop the normal route when the facts change Exceptions are part of the process, not failures to be hidden. Route them to a person with the authority and context to decide what happens next. ### Commercial details unresolved Do not send invented or provisional claims as final terms. ### Complaint or service failure Move to accountable human review before routine renewal messaging. ### No response Use a short agreed cadence and never assume acceptance unless the contract lawfully provides it. ## Measure whether the work became safer and clearer Use measures that reveal ownership, service quality and control. Counts of messages, tasks or workflow runs are supporting signals, not proof of customer value. ### Renewals reviewed before contact Measure process readiness. ### Decisions recorded before deadline Include declines and changes as complete outcomes. ### Exceptions caused by poor data Use these to improve contract and contact records. ## Frequently asked questions ### When should the renewal follow-up playbook start? A live customer arrangement approaches its agreed review or renewal window. Confirm the record is eligible and that a named owner or monitored queue is available before allowing customer-facing action. ### Which channels should the renewal follow-up playbook use? Use only configured channels that suit the purpose, customer preference and consent position. Give each channel a distinct role and check provider availability and usage charges before launch. ### When should renewal follow-up automation stop? Stop when the purpose is complete, the customer responds or opts out, the data conflicts, or an exception needs judgement. In this playbook, pay particular attention to commercial details unresolved, complaint or service failure, no response. ### How should we judge whether renewal follow-up works? Review renewals reviewed before contact, decisions recorded before deadline, exceptions caused by poor data. Combine the numbers with sampled records and customer context; do not treat activity volume as a business outcome. ## Related CRM pages - [/crm/guides](https://121.direct/crm/guides) - [/crm/guides/customer-follow-up-automation](https://121.direct/crm/guides/customer-follow-up-automation) - [/crm/features/subscriptions](https://121.direct/crm/features/subscriptions) - [/crm/features/tasks-activities](https://121.direct/crm/features/tasks-activities) - [/crm/features/customer-management](https://121.direct/crm/features/customer-management) - [/crm/playbooks/dormant-customer](https://121.direct/crm/playbooks/dormant-customer) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.