Customer renewal survey

This template helps you learn whether customers see enough value to continue, which risks need attention, and what could make the next cycle more useful.

Create my renewal survey

When to use this template

Send it before the renewal conversation, with enough time to act on what you hear. The interval depends on the cycle: annual contracts need more lead time than monthly subscriptions.

If the customer has already decided to leave, use the churn survey template to understand the reason without trying to reverse the decision inside the form.

Ready-to-use questions

1. How much value does our product or service deliver to your team today?
   • Very little
   • Little
   • A reasonable amount
   • A lot
   • A great deal of value
2. Which outcome do you associate most with our work?
3. What is still keeping you from getting more value from the solution?
4. How confident are you that you will continue using it next period?
5. What needs to happen for renewal to make sense?
6. Is there an expectation we have not met yet? (optional)

How to adapt the questions

Replace “next period” with the contract's actual cycle. If the customer has more than one team or product, define which experience is being evaluated.

Do not turn the survey into a price negotiation. If price is an important risk, ask about budget after understanding perceived value and outcomes.

How to read the responses

Create a list of customers with low perceived value, a clear blocker, or low confidence in continuing. These groups call for different conversations: customer success, product, support, or sales.

Compare responses with the same customer's history without mixing a renewal survey with a one-time satisfaction survey. The churn glossary entry explains how to track loss alongside the reasons.

Common mistakes

• Asking “Will you renew?” as if it were a final vote.
• Using the survey to pressure a decision.
• Sending the form the day before the renewal deadline.
• Promising an improvement before understanding the problem.
• Treating renewal risk as the customer's fault.

Next step

Choose the customers who deserve a conversation, bring the patterns to the responsible team, and record what action was taken. The survey matters when it creates space for a better conversation.

Publish my renewal survey