AiPro Institute
AiPro Institute™
Customer Success Playbook
Strategic Framework for Customer Engagement & Retention
Playbook Overview
Playbook Version
Last Updated
Department
Target Audience
Customer Success KPIs
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Customer Retention
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NPS Score
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Customer Satisfaction
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Adoption Rate
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Churn Rate
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Expansion Revenue
Playbook #1: New Customer Onboarding
Trigger: New customer signed contract
Action Checklist:
- Day 1: Send personalized welcome email with CSM introduction and next steps
- Day 1-2: Schedule kickoff call within 48 hours of contract signing
- Day 3: Conduct discovery call to understand goals, use cases, and success criteria
- Week 1: Complete account provisioning and grant access to platform
- Week 1: Share onboarding checklist and training resources
- Week 2: Deliver admin and user training sessions
- Week 3: Conduct check-in to address questions and review progress
- Day 30: Complete 30-day onboarding review and set quarterly goals
💡 Best Practice
Personalize the onboarding experience based on company size, industry, and primary use case. Enterprise customers may need longer implementation cycles, while SMBs benefit from faster time-to-value.
Playbook #2: Low Engagement / At-Risk Customer
Trigger: Login activity dropped >50% or no usage in 14+ days
Action Checklist:
- Day 1: Review account history, support tickets, and usage analytics
- Day 2: Send personalized re-engagement email with value reminders
- Day 3: Reach out via phone to understand blockers or challenges
- Week 1: Offer additional training, onboarding support, or feature demo
- Week 2: Schedule health check call with primary stakeholder
- Week 2: Propose customized success plan with quick wins and milestones
- Ongoing: Monitor activity weekly; escalate to manager if no improvement
💡 Best Practice
Identify root cause before taking action. Common causes: lack of training, unclear value proposition, poor product fit, internal changes (budget cuts, team restructure), or competing priorities.
Playbook #3: Expansion & Upsell Opportunity
Trigger: High engagement, positive feedback, or usage near plan limits
Action Checklist:
- Qualify: Confirm customer is achieving value and has positive sentiment
- Research: Identify expansion opportunities (more users, premium features, add-ons)
- Schedule Call: Book strategic business review with decision maker
- Present Value: Share ROI, usage data, and success metrics achieved to date
- Propose Upgrade: Present tailored upgrade/expansion proposal with clear benefits
- Demo Features: Provide live demo of premium features or capabilities
- Trial Period: Offer limited-time trial of upgraded tier if applicable
- Close & Handoff: Coordinate with Sales for contract negotiation and expansion
💡 Best Practice
Focus on customer outcomes, not product features. Position expansion as a way to accelerate their success and achieve their business goals faster. Timing matters—propose upgrades during positive momentum (post-successful implementation, QBR, or hitting a milestone).
Playbook #4: Renewal Management (90 Days Out)
Trigger: Contract renewal date within 90 days
Action Checklist:
- 90 Days Out: Conduct account health assessment and risk analysis
- 90 Days Out: Schedule Quarterly Business Review (QBR) with stakeholders
- 75 Days Out: Present ROI report, success metrics, and value delivered
- 60 Days Out: Discuss renewal plans and address any concerns or blockers
- 45 Days Out: Propose renewal terms and expansion opportunities
- 30 Days Out: Coordinate with Sales/Finance to send renewal contract
- 30 Days Out: Follow up weekly on contract status and answer questions
- Post-Renewal: Send thank you note and outline goals for next contract period
💡 Best Practice
Renewals should never be a surprise. Maintain consistent engagement throughout the customer lifecycle. Address concerns early—if a customer is unhappy 30 days before renewal, it's often too late.
Playbook #5: Customer Escalation Management
Trigger: High-severity issue, negative feedback, or dissatisfaction
Action Checklist:
- Immediate: Acknowledge issue within 1 hour and commit to resolution timeline
- Hour 1-2: Assemble internal response team (CSM, Support, Product, Engineering)
- Hour 2-4: Investigate root cause and develop action plan
- Hour 4-6: Communicate findings and resolution plan to customer
- Day 1: Provide hourly updates until issue is resolved or mitigated
- Post-Resolution: Schedule debrief call with customer to review resolution
- Follow-up: Document lessons learned and implement preventive measures
- Long-term: Monitor account closely for 30 days post-escalation
💡 Best Practice
Speed, transparency, and empathy are critical. Over-communicate during escalations—silence creates anxiety. Take ownership even if the issue isn't directly caused by your team. Escalations handled well can strengthen customer relationships.
Communication Templates
| Template Type | When to Use | Example Subject Line |
|---|---|---|
| Welcome Email | Sent immediately after contract signing | "Welcome to AiPro Institute! Let's get started 🎉" |
| Onboarding Check-In | Day 7, 14, 30 of onboarding | "Quick check-in: How's your AiPro experience?" |
| QBR Invitation | 45-60 days before renewal or quarterly | "Let's review your success with AiPro" |
| Re-engagement | Low usage or inactive account | "We miss you! Let's maximize your AiPro investment" |
| Feature Announcement | New feature launch relevant to customer | "New feature alert: [Feature Name] is here!" |
| Renewal Reminder | 90, 60, 30 days before renewal | "Your AiPro renewal is coming up" |
| Thank You | Post-renewal or positive feedback | "Thank you for renewing with AiPro!" |
Key Success Metrics to Track
| Metric | Definition | Target | Frequency |
|---|---|---|---|
| Net Retention Rate (NRR) | Revenue retained + expansion - churn | Quarterly | |
| Gross Retention Rate (GRR) | Revenue retained (excluding expansion) | Quarterly | |
| Net Promoter Score (NPS) | Likelihood to recommend (0-10 scale) | Quarterly | |
| Customer Satisfaction (CSAT) | Satisfaction rating (1-5 scale) | After interactions | |
| Time to Value (TTV) | Days from signup to first value realization | Per customer | |
| Product Adoption Rate | % of users actively using key features | Monthly | |
| Expansion Revenue | Upsell/cross-sell revenue from existing customers | Quarterly | |
| Support Ticket Volume | Average tickets per customer per month | Monthly |
Additional Notes & Customization
VP of Customer Success
Date: _________________
Customer Success Manager
Date: _________________
Operations Manager
Date: _________________
