To optimize your company’s success, you want to find ways to make the lives of your customers as frictionless as possible and anticipate their problems before they know they have them. To help achieve this, you need to create customer success playbooks. Customer success playbooks help maximize your ability to ensure your customers are happy. They are a framework that includes the set of steps a customer success manager should take to achieve a desired goal and what segment of customers they should focus their proactive efforts on.

2. Maximize Customer
Happiness

3. General advantages of creating customer success playbooks:
1. Your CSM division will scale better as your company is
growing (playbooks make training, and implementing
changes easier)
2. You can add and roll out new playbooks at scale as you’re
adding new features/products or encounter new solutions to
customer challenges
3. You don’t need to rely on individual superstars to “figure
things out”
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4. 4. Your clients experience a standardized process; you quality
assure Customer Success
5. Playbooks help your CSMs to plan, organize and prioritize the
most important tasks each day
6. You can pinpoint problems and improve parts of your overall
strategy in a systematic way)
7. You can measure, award or follow up with your under-
performing CSMs
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5. Creating A Playbook
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6. 1. Set a goal for the playbook
It’s important to understand exactly what aspect of the customer experience your team is
optimizing so that you can tailor the action steps to align with the aspect of the customer
journey and the type of users that are going to be impacted.
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7. 2. Plan for Each Stage of Your
Customer Journey
Onboarding
● Initiate handover from sales to customer success team and gather relevant data
● Alert CSM or Onboarding manager to customer(s) delayed in onboarding
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8. 2. Plan for Each Stage of Your
Customer Journey
Adoption
● Schedule Executive to Executive meeting
● Usage for key feature has dropped X% – make contact with the account
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9. 2. Plan for Each Stage of Your
Customer Journey
Escalation
● Low NPS from key contacts – review customer account and initiate follow-up
● Conduct post-resolution escalation meeting – ensure things are on track
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10. 2. Plan for Each Stage of Your
Customer Journey
Renewal
● Initiate win-back campaign steps for at-risk customers
● Send renewal notice
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11. 3. Create playbook assets
● Included materials could be email templates, call scripts, meeting agendas,
presentations for customer calls, or even additional guides and FAQs to be sent out. The
idea behind asset creation is that when your CSM has a task to complete for a customer
they already have all the resources ready to go.
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12. 4. Keep Your Playbooks
Current through Measuring
Impact and Feedback
● Use KPI monitoring and feedback from your customers to evaluate how well your
current playbook is working. If you identify issues that need to be addressed, update
your playbook accordingly.
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13. 5. Determine the success of
the playbook
● Use key performance indicators, customer experience metrics, and customer feedback
to evaluate the ongoing success of your playbook. As your product evolves and grows,
continue to report on the success of each playbook and update the process as you learn
more about your users’ and your teams’ needs.
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Put your
customers at
the centre of
everything you
do
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