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CS: quick reference

The one rule

Never mention the competitor, and never hint that you know. This is a customer who trusts you. Use it to decide who to call this week, never say it out loud.

Step 1: read the account first

Usage trends · who’s still logging in · last real conversation · time since last QBR and whether you delivered on it · open tickets · renewal date.

Step 2: read the combination

• Quiet or declining usage + competitor activity → genuine churn risk. Treat as a save, move this week, loop your manager in now.
• Healthy usage + competitor activity → probably diligence or procurement. Normal check-in, don’t panic, don’t ignore it.
• Champion left or changed roles + competitor activity → the relationship is being rebuilt by someone with no loyalty to you. Get in front of them fast.

Step 3: the check-in, not a confrontation

• Book it like a normal touchpoint. “It’s been a while since we properly caught up. Free for 20 minutes this week?” No agenda doc, no “urgent”.
• Make it safe to complain: “Straight question: is this doing what you hoped it would? If anything isn’t working, I’d rather hear it now so we can fix it head-on. I’d much rather have the awkward conversation than find out at renewal.” Then be quiet.
• Getting a polite “all good”? “What’s the one thing you’d change?” and “If [their leadership] asked you today whether this was worth renewing, what would you say?” The second one gets the real answer.
• They raise the competitor themselves? “Makes sense to look around. What’s got your attention about them?” Then get back to the gap: that’s what you can fix.

Step 4: dissatisfaction surfaces = save motion, today

1. Say it back so they know you heard it.
2. Escalate internally the same day.
3. Come back with a plan and a date, not an apology.
4. Put leadership on it if the account warrants it. An exec showing up beats a discount.
5. Book the follow-up before you leave the call.

Don’t

Mention the competitor · lead with a discount · make it feel like an escalation · accept “all good” when you don’t buy it · wait for the renewal.