When the unthinkable happens, and a client wants to cancel their ARI 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 ARI Retention Team (Jeremy Olsen), a Team Lead, or their Department Manager, then:

Immediately create a Change Request in the CRM
If escalating to the ARI Retention Team, add a Save Attempt to their Change Request
Reach out the ARI SEM Specialist if additional information is needed for the retention call

ARI Retention Team

Based on the outcome of the retention call:

Jeremy Olsen will update the Change Request
Jeremy Olsen will submit the Change Request for approval (NOT the Account Manager)

Approval

Once submitted, the change request first goes to Jeremy Olsen for approval
Once approved by Jeremy Olsen, the change request is sent to Per Dahleen 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 Olsen and Per Dahleen, 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 ARI SEM Specialist
The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
- Remind the ARI SEM Team about the cancellation as we get closer to the effective date

Retention Resources

Insight365 (CRM)

Cancellation / Contract Pause / Addendums (Budget Changes)

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 (only if one has not already been created)
Reach out the ARI SEM Specialist if additional information is needed for the retention call
If the ARI Retention Team was not involved the Account Manager will submit the change request for approval

ARI Retention Team

Based on the outcome of the retention call:

Jeremy Olsen will submit the change request for approval (NOT the Account Manager)

For a cancellations and contract pauses

ARI SEM Specialist

Pause their ads based on the date of the cancellation or pause (could be immediate or in the future based on the effective date of the cancellation)
Update the SEM ARI Monthly Tracker to reflect the cancellation or pause

Addendums (Budget Changes)

Once an addendum (budget change) has been proposed:

Account Managers

An Account Manager will create and send out the Addendum to the client
- Currently this is being done through DocuSign, but eventually this will happen in the CRM
Once the Account Manager has the signed addendum they will fill out a change request (but no save attempt)
The account manager will submit the change request for approval with the attached addendum/budget change

Approval (for Cancellations, Contract Pauses, and Addendums [Budget Changes])

The approval process for Cancellations, Contract Pauses, and Addendums (Budget Changes) is the same as the process for retention, please see above

ARI SEM Specialists

Update the Budget Tracker tab of the SEM ARI Monthly Tracker to reflect the addendum

Digital Marketing Operations Team

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 ARI SEM Specialist
The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
- Remind the ARI SEM Team about the cancellation as we get closer to the effective date
For Addendums (Budget Changes)
- 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 signed addendum to the ARI SEM Specialist
The Digital Marketing Operations Lead will then update the account status in the CRM to reflect the contract pause, cancellation, or budget change

Cancellation / Contract Pause / Addendum (Budget Change) Resources

Insight365 (CRM)
SEM ARI Monthly Tracker

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 ARI platform entirely.

Digital Marketing Operations Team

Remove the canceled client's information from the Client Tracker
Update the DigMS Offboarding Sheet with the newly cancelled client's information

Juniper

Our team members at Juniper will then remove the client from the following tools and services:

SEM QA Trello Board
Ninja Cat (only if leaving the ARI platform)
Google Ads (only if leaving the ARI platform)
Google Analytics (only if leaving the ARI platform)
Google Search Console (only if leaving the ARI platform)
Google Tag Manager (only if leaving the ARI platform)

ARI SEM Specialists

In addition to double-checking Juniper's work, the ARI SEM Specialists are also responsible for:

Pause Google Ad campaigns, change budget to $.01, remove scripts, and hide the account.
Disable all scripts in Google Ads
Pause in Facebook, if applicable
Place a HOLD on the Fluency account

Offboarding Resources

Now that you've completed the customer's journey through the ARI SEM Department, click here to navigate back to the ARI (SEM) home page on Confluence!

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