Customer playbook

A Customer is won once and kept every month. The Customer Team keeps them by doing setup by hand, answering in one Thread, catching silence early, and making a cancel take one step.

First value, by handCopy Anchor Link

Activation is the moment a Customer gets the result they paid for, not the moment they sign up. Each Product Template has its own first value, and Onboard a Customer works toward it.

The Onboarding Specialist does the setup for the Customer. For the bookkeeping Service, it connects the bank feed, maps two years of vendors to accounts, and runs the first close itself. A start that stalls gets one rescue.

Each hand step is counted. The third time a step repeats, it becomes an Issue for the Product Team. Work that does not scale becomes the next thing the Product does.

One Thread per PersonCopy Anchor Link

Each Person has one Thread with the Startup across every Channel: email, chat, phone, and the portal. A new Conversation starts Answer a message. The Customer Lead answers from the record before the first-response target the terms state.

The answer fixes the cause, not the symptom. A miscategorized expense is corrected, and the rule that caused it is fixed for every Customer. A defect the team cannot fix becomes an Issue linked to the Thread, so the Person hears when it ships.

One owner for every outbound word prevents collisions. The Customer Lead owns each Mailbox the Startup sends from. A renewal notice due during an open complaint arrives inside that Thread, never late.

Listen for the signalCopy Anchor Link

Right after the first acceptance, Signal interview asks one question: what the Customer did and paid before. The answer is graded and lands as Evidence on the Startup’s Hypothesis.

Support feeds the same record. When a Message names a competitor, a workaround, or a price, the answer asks at most one question and records the reply as Evidence.

Must-have share and Month-3 retention show whether Customers keep the Product. A retention curve that flattens is the strongest sign the Startup has found something people want.

Silence comes before churnCopy Anchor Link

Customers rarely announce that they are leaving; they stop showing up. Every day the Silence watch finds Customers inactive for twice their usual interval. Each hears once from the Success Manager, with help on the last step that failed.

A household that logs dinner every night and goes quiet for six days gets one message about the recipe it skipped. No second message follows. A silence that traces to a defect becomes an Issue instead.

A cancel takes one stepCopy Anchor Link

A cancel starts Save and win back. Cancelling takes one step, the Customer answers one question about the reason, and a full export of their data follows. No maze of retention offers stands in the way; the one offer comes after the cancel, in the save window.

The reason becomes Evidence. Once the cause is fixed, the Success Manager writes once, with the fix as the reason to return.

Refunds go to the Billing Specialist. A refund is a one-way Action, so it waits out its delay window before money moves.

Expansion follows usageCopy Anchor Link

Expansion is earned from usage, not pitched. When usage nears a Limit, the Usage upsell Play offers the next Price tier in one click. When a Service finishes, Next outcome offers the one that comes due next.

Larger signals, such as a new team at the Customer or a champion who changes jobs, go to the Sales Lead through Signal expansion. Satisfied Customers are asked for a review.

HandoffsCopy Anchor Link

NextCopy Anchor Link

• Customer Team: who does what, and what it measures.
• Sales playbook: how the Customer was won.
• Rhythm: every Workflow by when it runs.
• Answers, response times, customer health, renewals and cancellation: each practice in depth.