In 2016 at Trustpilot, the process for renewals was chaos. CSMs would email customers six weeks before renewal to “set up a call,” but most customers ignored it.
Deals slipped, cancellations piled up, and renewal conversations turned into emergencies. Base retention (GRR) hovered around 60%.
I rebuilt the entire process with one simple philosophy: make renewals predictable, not performative.
We used auto-renewals but tightened the communication window. Customers received pricing and terms 45 days before their renewal, and we processed the renewal 30 days out. This eliminated the last-minute scramble while maintaining transparency.
If customers had objections, we addressed them early. But the vast majority renewed without a call. Because we focused our attention on at-risk accounts rather than every account, we increased efficiency and raised retention substantially.
More importantly, we shifted the mindset: if you deliver consistent value throughout the year, the renewal becomes a non-event.
Renewals shouldn’t surprise anyone. Communicate clearly, build value early, and automate wherever possible. If you’re managing renewals well, it’ll feel like a natural continuation, not a dreaded negotiation.
Robert Statsky 