Skill: 1kalin/afrexai-client-success (version 1.0.0)

# Client Success & Revenue Expansion — The Complete Retention Operating System Turn clients into long-term revenue engines. This isn't advice — it's a complete operating system with scoring models, templates, playbooks, and automation patterns that work for any B2B or B2C subscription business. ## Use When - Designing or auditing your retention strategy end-to-end - A client shows churn signals and you need an intervention playbook - Building onboarding flows that stick (first 90 days) - Planning expansion revenue from existing accounts - Running quarterly business reviews (QBRs) - Analyzing cohort retention data and identifying drop-off causes - Creating reactivation campaigns for churned users - Building a customer health scoring system - Preventing involuntary churn (payment failures) ## Don't Use When - Acquiring brand-new clients (use lead generation / outreach skills) - One-time product sales with zero recurring component - The client is genuinely a terrible fit — let them go gracefully --- ## Phase 1: Customer Health Score (Your Early Warning System) Before anything else, build a health score. Without one, you're flying blind — reacting to churn instead of preventing it. ### Health Score Model (0-100) Score every account weekly. Automate where possible. ```yaml health_score: dimensions: usage: weight: 30 signals: - login_frequency_vs_baseline: # % of their normal 90-100%: 10 70-89%: 7 50-69%: 4 below_50%: 1 - core_feature_adoption: # % of key features used 4+_features: 10 3_features: 7 2_features: 4 1_or_fewer: 1 - depth_of_usage: # power user vs surface advanced_features: 10 intermediate: 6 basic_only: 3 engagement: weight: 25 signals: - response_time_to_comms: # avg days to reply same_day: 10 1-2_days: 7 3-5_days: 4 5+_days_or_no_reply: 1 - attends_check_ins: # QBR/call attendance always: 10 usually: 7 sometimes: 4 never: 1 - proactive_requests: # they ask for more monthly: 10 quarterly: 6 rarely: 3 never: 1 financial: weight: 20 signals: - payment_history: # last 6 months always_on_time: 10 1_late: 7 2+_late: 3 failed_payment_unresolved: 0 - contract_value_trend: expanding: 10 stable: 6 contracting: 2 - billing_page_visits: # in last 30 days none: 10 1-2: 6 # curious 3+: 2 # shopping to leave relationship: weight: 15 signals: - champion_status: # your internal advocate strong_champion: 10 moderate: 6 weak_or_unknown: 3 champion_left_company: 0 - stakeholder_breadth: # contacts you have 3+_contacts: 10 2_contacts: 6 single_threaded: 2 - sentiment_last_interaction: positive: 10 neutral: 6 negative: 2 outcome: weight: 10 signals: - achieving_stated_goals: # their original objectives exceeding: 10 on_track: 7 behind: 3 unclear_goals: 2 - roi_demonstrated: clear_positive_roi: 10 probable_roi: 6 unclear: 3 negative: 0 risk_tiers: healthy: 75-100 # green — nurture & expand monitor: 50-74 # yellow — proactive outreach at_risk: 25-49 # orange — intervention required critical: 0-24 # red — save or graceful exit ``` ### Automated Health Alerts | Score Change | Action | |---|---| | Drops 15+ points in one week | Immediate outreach — something changed | | Enters "at-risk" tier | Trigger save playbook (Phase 5) | | Enters "critical" | Escalate to founder/CEO within 24 hours | | Rises to "healthy" from lower tier | Send congratulations + expansion conversation | | Champion leaves company | Emergency: identify new champion within 48 hours | --- ## Phase 2: Onboarding (Days 0-90) — The Retention Foundation **20%+ of voluntary churn traces back to poor onboarding** (Recurly). The first 90 days determine the next 900. ### Day-by-Day Onboarding Framework ```yaml onboarding_playbook: day_0: - welcome_message: | Personal, not templated. Reference their specific goals from the sales process. Include: what happens next, timeline, who they'll work with, how to reach you. - access_setup: Grant all necessary access, tools, integrations - kickoff_call: 30 min — align on goals, success metrics, communication cadence - document: Record their stated goals and success criteria in CRM day_1-3: - quick_win: Deliver ONE visible result ASAP - examples: - SaaS: first workflow automated - Agency: first deliverable draft - Consulting: first insight or recommendation - why: Quick wins create commitment bias — they've now seen value day_7: - check_in_1: | "How's everything going? Any questions or blockers?" Goal: surface confusion early. Don't wait for them to complain. - share_progress: Show what's been done, even if small day_14: - first_result: Share measurable outcome with numbers - format: "[Metric] went from [X] to [Y] — here's what that means for you" - ask: "Is this aligned with what you expected?" day_30: - milestone_review: - Show ROI calculation - Confirm success metrics are being hit - Discuss next 60 days - Introduce expansion possibilities (plant seeds, don't sell) - document: Update CRM with 30-day health assessment day_60: - deeper_review: - Feature adoption check — are they using everything available? - Identify unused capabilities and train on them - Stakeholder expansion — meet other team members who should be involved day_90: - graduation: - Full QBR format (see Phase 4) - Transition from "onboarding" to "ongoing" cadence - Set annual goals - If health score is green: discuss year 1 roadmap - If yellow/orange: intervention before it becomes a habit ``` ### Onboarding Scoring Rubric (0-100) Grade your onboarding process: | Dimension | Weight | Score 10 | Score 5 | Score 1 | |---|---|---|---|---| | Time to first value | 25 | < 3 days | 1-2 weeks | > 2 weeks | | Client effort required | 20 | Minimal (you do it) | Moderate | Heavy lift | | Personalization | 15 | Fully customized to goals | Semi-templated | Generic | | Communication clarity | 15 | Proactive, clear timeline | Reactive | Confusing | | Quick win delivered | 15 | Measurable result in week 1 | Vague progress | No win | | Documentation | 10 | Full knowledge base / guide | Basic docs | Nothing | **Target: 80+.** Below 60 = your onboarding is a churn factory. --- ## Phase 3: Ongoing Value Delivery (Monthly Proof) Clients don't churn because your service stopped working. They churn because they **forgot it was working.** ### Monthly Value Report Template ```markdown # [Month] Performance Report — [Client Name] ## Key Metrics | Metric | This Month | Last Month | Change | |--------|-----------|------------|--------| | [Primary KPI] | [value] | [value] | [+/-]% | | [Secondary KPI] | [value] | [value] | [+/-]% | | [Tertiary KPI] | [value] | [value] | [+/-]% | ## What We Did - [Specific action 1 with result] - [Specific action 2 with result] - [Optimization or improvement made] ## ROI Summary - Your investment: $[monthly cost] - Value delivered: $[quantified value] - ROI: [X]x return ## What's Next - [Planned improvement 1] - [Planned improvement 2] ## Quick Question [One specific question to keep dialogue open] ``` ### Value Report Rules 1. **Send EVERY month without exception** — automate the data pull 2. **Real numbers only** — never vague "things are going well" 3. **Show the trend** — month-over-month shows trajectory 4. **Always end with a question** — keeps communication bidirectional 5. **Highlight one proactive improvement** — shows you're working even when they don't ask 6. **Keep it under 1 page** — executives skim, don't read novels --- ## Phase 4: Quarterly Business Reviews (QBRs) QBRs are your highest-leverage retention activity. A good QBR simultaneously prevents churn, surfaces expansion, and deepens the relationship. ### QBR Agenda Template (45-60 min) ```yaml qbr_agenda: 1_celebrate_wins: # 10 min - "Here's what we've accomplished together this quarter" - Show 3-5 headline metrics with trends - Tie results to their original goals - Ask: "Does this match your perception?" 2_deep_dive: # 15 min - One area of focus (their choice or your recommendation) - Bring analysis they haven't seen - Benchmark against industry if possible - "Here's what we've learned and what it means" 3_feedback_loop: # 10 min - "What's working well?" (reinforce, don't skip this) - "What could we do better?" (write it down visibly) - "Has anything changed in your business we should know about?" - Listen for churn signals (see list below) 4_roadmap: # 10 min - What's planned for next quarter - Any new capabilities or features relevant to them - Tie roadmap items to their stated needs 5_expansion: # 5 min - "Based on your growth, here's where we could help more" - Present ONE expansion idea (not three — focused) - Frame as: "Other clients in your situation have found X valuable" - No pressure — plant the seed 6_next_steps: # 5 min - Summarize action items (yours and theirs) - Confirm next QBR date - Send written summary within 24 hours ``` ### QBR Scoring (Rate the Account 1-5) | Dimension | 5 (Excellent) | 3 (Okay) | 1 (Danger) | |---|---|---|---| | Goal achievement | Exceeding all goals | Hitting some | Missing most | | Engagement | Proactive, enthusiastic | Responsive | Disengaged | | Relationship depth | Multi-threaded, exec sponsor | Single contact | Contact leaving | | Expansion signals | Asking about more services | Open to discussion | Cutting scope | | Payment health | Always on time, expanding | Stable | Late, questioning costs | **Score 20-25:** Expansion candidate — push for upsell **Score 15-19:** Healthy — maintain cadence **Score 10-14:** At risk — increase touchpoints **Score 5-9:** Critical — activate save playbook immediately --- ## Phase 5: Churn Prevention & Save Playbook ### 14 Churn Signals (Ranked by Severity) | # | Signal | Severity | Response Time | |---|---|---|---| | 1 | Data export request | 🔴 Critical | Same day | | 2 | Asks about cancellation terms | 🔴 Critical | Same day | | 3 | Champion leaves company | 🔴 Critical | 48 hours | | 4 | Payment failure (2nd attempt) | 🔴 Critical | Same day | | 5 | Usage drops 50%+ from baseline | 🟠 High | 3 days | | 6 | Stops responding to messages | 🟠 High | 1 week | | 7 | Misses 2+ scheduled check-ins | 🟠 High | 1 week | | 8 | Competitor mentioned in conversation | 🟡 Medium | Next touchpoint | | 9 | Budget review announced internally | 🟡 Medium | 1 week | | 10 | Key stakeholder change | 🟡 Medium | 2 weeks | | 11 | Asks to reduce scope/tier | 🟡 Medium | Next touchpoint | | 12 | Support tickets spike then go silent | 🟡 Medium | 1 week | | 13 | Billing page visits increase | 🟡 Medium | Next touchpoint | | 14 | Engagement score declining 3 weeks straight | 🟡 Medium | 2 weeks | ### Save Playbook (5 Stages) ```yaml save_playbook: stage_1_detect: trigger: Health score enters "at-risk" OR churn signal detected action: | Internal alert to account owner + manager. Pull full account history: usage, payments, last interactions, open issues. Prepare value summary (total ROI delivered to date). stage_2_reach_out: timing: Within response time for the signal severity approach: | Personal, NOT templated. From a human, not "the team." "Hi [Name], I noticed [specific observation]. Wanted to check in — is everything going well with [specific thing]?" DO NOT: mention churn, be defensive, or offer discounts preemptively. channel: Match their preferred channel (email, call, Slack, etc.) stage_3_listen: goal: Understand the real reason, not the surface excuse common_real_reasons: - "Not seeing value" → ROI not demonstrated clearly enough - "Too expensive" → Value perception gap (or genuine budget cut) - "Switched to competitor" → Feature/price gap you didn't know about - "Champion left" → Relationship wasn't broad enough - "Don't use it enough" → Adoption/training gap - "Priorities changed" → Their business shifted technique: | Ask "What would need to change for this to work for you?" NOT "What's wrong?" (defensive) or "What can we do?" (desperate) stage_4_intervene: options_by_reason: not_seeing_value: - Emergency value review — show ROI with hard numbers - Offer dedicated optimization session - Set new, measurable goals with 30-day checkpoint too_expensive: - Tier adjustment (downgrade > cancel) - Pause option (1-2 months, hold their data/setup) - Annual discount if they commit - LAST RESORT: temporary price reduction with expiry low_usage: - Personalized training session - Assign an onboarding buddy - Simplify their setup (reduce complexity) champion_left: - Request intro to successor within 48 hours - Prepare "new stakeholder briefing" with full history + ROI - Offer fresh kickoff call with new contact competitor: - Understand specific features/price they're comparing - Build competitive comparison (honest, not FUD) - If you genuinely can't compete: let them go gracefully stage_5_outcome: saved: - Document what worked → update playbook - Set 30/60/90 day health checkpoints - Address root cause permanently (don't just bandage) churned: - Exit interview: "What could we have done differently?" - Leave door open: "We're here if things change" - Add to reactivation pipeline (see Phase 7) - Analyze: was this predictable? Update health score model ``` ### Pause vs. Cancel Framework **Always offer pause before accepting cancellation.** | Scenario | Offer | Terms | |---|---|---| | Budget cut (temporary) | Pause 1-3 months | Hold data, hold price, resume anytime | | Low usage (seasonal) | Downgrade to maintenance tier | Reduced scope, reduced price | | Team transition | Pause 1 month | Free re-onboarding when new team is ready | | "Just not a priority" | Pause with monthly check-in | Quick email: "Ready to resume?" | **Why pauses work:** 40-60% of paused accounts reactivate. 0% of cancelled accounts come back voluntarily. --- ## Phase 6: Expansion Revenue (Grow Without Acquiring) ### The Expansion Playbook **Top B2B SaaS companies generate 30-50% of new ARR from existing clients.** Expansion is cheaper, faster, and more reliable than acquisition. ### 5 Expansion Triggers | Trigger | Signal | Approach | |---|---|---| | Usage ceiling | Hitting plan limits | "You're growing fast — here's how Scale tier removes the cap" | | New use case | They mention adjacent problem | "We actually solve that too — want a quick demo?" | | Team growth | New hires, departments | "Your team grew — want to add seats / expand access?" | | Success milestone | Hit a big goal | "Congrats on [milestone]! Clients at your stage usually benefit from [X]" | | Annual renewal | Contract renewal approaching | "Before we renew, let's look at what's changed and what you might need" | ### Pricing Psychology for Expansion ```yaml expansion_pricing: anchor_to_value: - "This feature generates $X/month for similar clients" - "At your current volume, the upgrade pays for itself in [N] weeks" bundle_discount: - Package 2-3 add-ons at 15-20% less than individual prices - "Most clients at your stage add [X] and [Y] together" annual_commit: - 15-20% discount for annual payment - Position as: "Lock in this rate before our next price increase" - Only offer when health score is green (don't reward at-risk with discounts) land_and_expand: - Start small, prove value, grow scope - "Let's pilot this with one team for 30 days, then expand" - Lower risk = higher conversion never_do: - Discount to save a churning client (trains them to threaten churn) - Bundle everything together (leaves no expansion room) - Surprise price increases without added value ``` ### Net Revenue Retention (NRR) Calculation ``` NRR = (Starting MRR + Expansion - Contraction - Churn) / Starting MRR × 100 Example: Starting MRR: $50,000 Expansion (upsells): +$8,000 Contraction (downgrades): -$2,000 Churn: -$3,000 NRR = ($50,000 + $8,000 - $2,000 - $3,000) / $50,000 × 100 = 106% Target NRR by segment: SMB: 90-100% (some churn is normal) Mid-Market: 100-110% Enterprise: 110-130% Best in class: 130%+ (Snowflake, Twilio at scale) ``` --- ## Phase 7: Reactivation (Win-Back Campaigns) ### Reactivation Timing Sequence ```yaml reactivation_sequence: day_7: subject: "We saved your setup" tone: Soft, no pressure message: | Hey [Name], your [data/setup/config] is still here. If anything changes, you can pick up right where you left off. cta: "Reactivate in one click" day_30: subject: "Here's what you're missing" tone: Value-focused message: | Since you left, we've added [new feature/improvement]. Clients like you are seeing [specific result]. cta: "See what's new" incentive: None yet day_60: subject: "[Name], quick question" tone: Personal, curious message: | I've been wondering — did you find a solution for [their original problem]? If not, I'd love to show you how [specific improvement] addresses exactly what wasn't working before. cta: "15-min call" incentive: Optional — free month or reduced rate for 3 months day_90: subject: "Last one from me" tone: Respectful closure message: | I won't keep emailing — I know your inbox is busy. If you ever want to revisit [problem we solve], we'll be here. Your data is saved for another 90 days. cta: "Reactivate anytime" incentive: Best offer (30% off for 3 months, or free month) day_180: subject: "Your data is expiring" tone: Factual, urgency message: | Your [data/setup] will be deleted in 30 days per our retention policy. Want to keep it? Reactivate or export before [date]. cta: "Save my data" / "Export" ``` ### Reactivation Performance Benchmarks | Metric | Good | Great | Best in Class | |---|---|---|---| | Overall win-back rate | 5-10% | 10-15% | 15-25% | | Day 7-30 reactivation | 3-5% | 5-8% | 8-12% | | Incentive conversion lift | 2x baseline | 3x | 4x | | Reactivated client retention (6mo) | 50% | 65% | 80% | --- ## Phase 8: Involuntary Churn Prevention (Payment Recovery) **30-40% of all churn is involuntary** — failed payments, expired cards, billing errors. This is free revenue you're leaving on the table. ### Payment Recovery Sequence ```yaml payment_recovery: attempt_1_failed: action: Retry payment in 24 hours (automatic) notification: None (many are temporary holds) attempt_2_failed: action: Retry in 48 hours notification: | Friendly email: "Heads up — your payment didn't go through. This usually happens when a card expires or has a temporary hold. Update your payment method here: [link]" tone: Helpful, not threatening attempt_3_failed: action: Retry in 72 hours notification: | More urgent: "Your account is at risk of interruption. We don't want you to lose access to [specific value they use]. Takes 30 seconds to update: [link]" add: In-app banner if applicable day_10: action: Final retry notification: | "Last attempt before we pause your account. Your [data/setup/progress] is safe — just update payment to continue." escalation: Personal email from account manager for high-value accounts day_14: action: Pause account (don't delete) notification: | "Your account is paused. Everything is saved. Reactivate anytime: [link]" retention: Hold data for 90 days minimum ``` ### Card Update Optimization - **Pre-expiry reminder:** Email 30 days before card expires: "Your card ending in [XXXX] expires next month. Update now to avoid interruption." - **Multiple payment methods:** Allow backup cards - **Smart retry timing:** Retry on the 1st and 15th (payday alignment) - **Account updater service:** Use Stripe/processor card updater to auto-refresh expired cards --- ## Phase 9: Segmented Retention Strategies Different clients need different approaches. ### By Revenue Tier ```yaml retention_by_tier: enterprise: # >$5,000/mo cadence: Weekly touchpoint, monthly deep dive, quarterly QBR team: Dedicated CSM + executive sponsor expansion: Custom solutions, multi-year deals save_budget: Up to 25% discount for 6 months mid_market: # $500-5,000/mo cadence: Bi-weekly check-in, quarterly QBR team: Shared CSM (1:20 ratio) expansion: Tier upgrades, add-on features save_budget: Up to 15% discount for 3 months smb: # <$500/mo cadence: Monthly automated report, quarterly email check-in team: Tech touch (automated) + pooled support expansion: Annual commit discount, referral program save_budget: Pause option only (no discounts at this tier) free_trial: cadence: Day 1, 3, 7, 10, 13 (end of trial) team: Automated sequences + sales for high-intent conversion: Demo offer at day 7, discount at day 12 ``` ### By Lifecycle Stage | Stage | Focus | Key Metric | Action | |---|---|---|---| | 0-30 days | Activation | Time to first value | Accelerate onboarding | | 30-90 days | Habit formation | Weekly active usage | Feature discovery | | 90-180 days | Deepening | Feature breadth | Training, QBR | | 180-365 days | Expansion | NRR | Upsell conversations | | 365+ days | Loyalty | Advocacy score | Referral program, case study | --- ## Phase 10: Metrics Dashboard ### Weekly Retention Dashboard ```yaml weekly_dashboard: headline_metrics: - gross_churn_rate: "% of MRR lost to cancellations" - net_churn_rate: "Gross churn minus expansion revenue" - nrr: "Net Revenue Retention — THE number that matters" - logo_churn: "% of customers lost (not weighted by revenue)" health_distribution: - healthy_accounts: "[count] ([%]) — $[MRR]" - monitor_accounts: "[count] ([%]) — $[MRR]" - at_risk_accounts: "[count] ([%]) — $[MRR]" - critical_accounts: "[count] ([%]) — $[MRR]" pipeline: - expansion_pipeline: "$[amount] in active upsell conversations" - renewals_next_30_days: "[count] accounts, $[MRR] at stake" - saves_this_week: "[count] interventions, [count] saved, $[MRR] recovered" cohort_snapshot: - latest_cohort_d30: "[%] — trending [up/down] vs prior cohort" - best_cohort: "[month] at [%] — analyze why" - worst_cohort: "[month] at [%] — analyze why" ``` ### Monthly Executive Summary Template ```markdown # Retention Report — [Month Year] ## Headline - NRR: [X]% ([up/down] from [last month]%) - Gross churn: [X]% ($[amount]) - Expansion: $[amount] ([count] accounts upgraded) - Net change: [+/-]$[amount] MRR from existing clients ## Wins - [Specific save story with numbers] - [Expansion win with numbers] ## Risks - [X] accounts in critical health ([total MRR at risk]) - Top risk: [Account name] — [reason] — [plan] ## Actions for Next Month 1. [Specific action with owner and deadline] 2. [Specific action with owner and deadline] ``` --- ## Retention Benchmarks by Industry | Industry | Good Monthly Churn | Great | Best in Class | |---|---|---|---| | B2B SaaS (SMB) | < 5% | < 3% | < 2% | | B2B SaaS (Enterprise) | < 2% | < 1% | < 0.5% | | B2C Subscription | < 7% | < 5% | < 3% | | Agency / Consulting | < 8% | < 5% | < 3% | | E-commerce (subscription box) | < 10% | < 7% | < 5% | | Fitness / Wellness | < 12% | < 8% | < 5% | --- ## 10 Revenue-Killing Retention Mistakes 1. **No health score** — you learn about churn AFTER it happens 2. **Single-threaded relationships** — one contact leaves, you lose the account 3. **Generic onboarding** — same flow for a $100/mo and $10,000/mo client 4. **No monthly value report** — clients forget you exist 5. **Reactive QBRs** — only calling when renewal is due (too late) 6. **Discounting to save** — trains clients to threaten churn for deals 7. **Ignoring involuntary churn** — 30-40% of churn is payment failures you can prevent 8. **No reactivation sequence** — churned clients vanish forever 9. **Treating all churn the same** — voluntary vs involuntary, high-value vs low-value need different playbooks 10. **Measuring logo churn not revenue churn** — losing 10 small accounts is different from losing 1 whale --- ## Natural Language Commands | Command | What It Does | |---|---| | "Score [client name]" | Calculate health score for specific account | | "Onboarding checklist for [client]" | Generate personalized 90-day onboarding plan | | "QBR prep for [client]" | Build QBR agenda with their metrics and talking points | | "Churn risk report" | List all accounts by health tier with recommended actions | | "Monthly report for [client]" | Generate value report with metrics template | | "Save playbook for [client]" | Diagnose churn reason and recommend intervention | | "Expansion opportunities" | List healthy accounts with upsell potential | | "Reactivation list" | Show churned accounts eligible for win-back | | "NRR this month" | Calculate net revenue retention | | "Payment failures" | List accounts with failed payments and recovery status |


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