| Excerpt |
|---|
When the unthinkable happens, and a client wants to cancel their Digital Marketing Services, or even their website entirely, there is an escalation pathway that must be followed. We want to retain any and all clients that we can, so make sure you're doing your due diligence to hear your clients' concerns and address them appropriately. |
Retention
When a client expresses concerns over the value of their campaign or informs their Account Manager that they're considering another marketing service, or states they wish to cancel their services:
Account Managers
The Account Manager will initially determine if the situation needs to be escalated to the Retention Team (Amy/Anglee), a Team Lead, or their Department Manager, then:
- Immediately create a Change Request in the CRM
- If escalating to the Retention Team, add a Save Attempt to their Change RequestReach
- For Salesforce, cancellations will be shown as Takedown Requests
- For Taskaroo, AM should reach out the TDA Department Manager team if additional information is needed for the retention call
Retention Team
Based on the outcome of the retention call:
- Amy or Anglee will update the Change Request
- Amy or Anglee will submit the Change Request for approval (NOT the Account Manager)
Approval
- Once submitted, the change request first goes to Jeremy Bliesner for approval
- Once approved by Jeremy Bliesner, the change request is sent to Dustin Hunter for approval
- If a credit needs to be issued, the change request will then be sent to the Finance Team for approval
- Once approved by Jeremy Bliesner and Dustin Hunter, the change request is sent to the Accounting Team for processing, updating records, etc.
Digital Marketing Operations Team
Once the change request is approved an email is triggered in the CRM and sent to a distribution email list that includes the Digital Marketing Operations Lead as well as all Digital Marketing Leads and Managers:
- The email contains a link to a task that consolidates the product change notes from the CRM
- The Digital Marketing Operations Lead reviews the email then forwards the email to the TDA Department Manager
- The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
- Remind the SEO Team about the cancellation as we get closer to the effective date
Retention Resources
Cancellation / Contract Pause
When a client wants to cancel their contract, pause their contract, or otherwise change their contract (usually to reduce their overall budget) the following must occur:
Account Managers
- Immediately create a Change Request in the CRM (if one has not already been created)
- Reach out the TDA Department Manager if additional information is needed for the retention call
- If the Retention Team was not involved the Account Manager will submit the change request for approval
Retention Team
Based on the outcome of the retention call:
- Amy or Anglee will submit the change request for approval (NOT the Account Manager)
For cancellations and contract pauses
TDA Department Manager
- Update the DS TDA Client Tracker and/or ARI TDA Client Tracker to reflect the cancellation or contract pause date
- If cancelling, remove the canceled client from either the DS TDA Client Tracker of the ARI TDA Client Tracker at the appropriate time
Contract (Package) Changes
Contract changes are very rare for the TDA Department and are usually the result of a retention call or client request. The additional services include:
- Event Targeting (not likely during COVID-19)
- OTT (Over-the-Top) Advertising
Retention Team
- Amy or Anglee will generate the change request while on the phone, if the client agrees to the contract change in the moment
- The creation of the change request could be assigned out to an Account Manager to generate if the change isn’t urgent or the Retention Team does not have the time
- If generated by the Retention Team, Amy/Anglee will update the change request and submit for approval
- If generated by an Account Manager, the Account Manager will update the change request and submit for approval
TDA Department Manager
- Update the Monthly Sheet to reflect the contract change
Approval (for cancellations, contract pauses, and contract changes)
The approval process for for cancellations, contract pauses, and contract changes is the same as the approval process for retention, please see above
Digital Marketing Operations Team
Once the change request is approved an email is triggered in the CRM and sent to a distribution email list that includes the Digital Marketing Operations Lead as well as all Digital Marketing Leads and Managers:
- The email contains a link to a task that consolidates the product change notes from the CRM
- The Digital Marketing Operations Lead reviews the email then forwards the email to the TDA Department Manager
- The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
- Remind the TDA Department about the cancellation as we get closer to the effective date
- The Digital Marketing Operations Lead will update the account status in the CRM to reflect the contract pause, cancellation, or contract/budget change
Cancellation / Contract Pause / Contract Changes Resources
Offboarding
For contract pauses, the client should not be removed from any tools or services. The offboarding procedures should only be followed for clients who have canceled either their Digital Marketing Services or left the Dealer Spike platform entirely.
Digital Marketing Operations Team
- Update the DigMS Offboarding Sheet with the newly cancelled client's information
Juniper (PENDING FOLLOW-UP FROM GABE)
Our team members at Juniper will then remove the client from the following tools and services:
- Targeted Digital Advertising Trello Board
- Digital Marketing Graphic Design Trello Board
- Ninja Cat (if leaving the DS platform)
TDA Department Manager
The TDA Department Manager is responsible for double checking that Juniper has removed the the client from the relevant Trello boards and then:
- Removes the client from either the DS TDA Client Tracker or ARI TDA Client Tracker
- Sends an email to Simpli.fi via: west@simpli.fi stating:
- Please be advised (CLIENT) will cancel, effective (DATE), for (REASON, e.g. reducing marketing budget, switching service to SEM, etc.)
With Offboarding completed, click here to navigate back to the TDA (Targeted Digital Advertising) home page on Confluence!