Nothing changed at the account. The person who chose you left in March.

The renewals most likely to fail this year look healthy: long tenure, no complaints, no tickets. One thing inside them has quietly changed.

By Steve 5 min read
Abstract bridge artwork for Nothing changed at the account. The person who chose you left in March.

The churn you can explain is rarely the churn that hurts. A missed deadline, a botched implementation, a price rise handled badly: these announce themselves. Someone escalates, someone apologises, the account either recovers or it doesn’t, and either way you know what happened. The losses that are hard to explain tend to share a feature that appears in no health score and no satisfaction survey: the individual who originally chose you no longer works there. Sometimes they left eight months before the renewal. Sometimes the account looked better than ever…

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