The Churn Handler

Most churn calls are lost before they start.

By the time a customer says they are leaving, they have already built a story in their head "this vendor does not care about us." Most CSMs walk into that conversation with a discount or a defence. Neither works.

This playbook gives you a structured methodology to show up differently.

What is inside:

A step-by-step framework for preparing before any at-risk customer conversation — from spotting the early signals in your data, to building a hypothesis, to preparing the right questions, to running the call itself.

Specifically you will get a GRR and NRR signal guide — how to identify at-risk accounts before they say anything. A four-step pre-call methodology covering data analysis, hypothesis building, question preparation, and call structure. A tools reference for both CS-tooled teams and early-stage companies with no tooling. A root cause framework the three reasons customers churn and what each means for how you approach the conversation. A pre-call checklist eight items you can run through five minutes before any at-risk call.

This playbook is for CSMs, Implementation Managers, and Onboarding Managers in B2B SaaS who want to stop reacting to churn and start anticipating it.