Offboarding (ARI SEO)

Owned by Kyle Sharrer
Last updated: Jul 28, 2023
4 min read

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, 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, 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 Request
  • Reach out the ARI SEO Specialist if additional information is needed for the retention call

Retention Team

Based on the outcome of the retention call:

  • The ARI Retention Team will update the Change Request
  • The ARI Retention Team 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, 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 SEO Specialist
  • The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
    • Remind the ARI SEO Team about the cancellation as we get closer to the effective date


Retention Resources


Cancellation / Contract Pause / Contract 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 (if one has not already been created)
  • Reach out the ARI SEO Specialist 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:

  • The ARI Retention Team will submit the change request for approval (NOT the Account Manager)

For a cancellation

ARI SEO Team Lead

  • Update the ARI Monthly Work Checklist to reflect the cancellation date
  • Remove the canceled client from the ARI Monthly Work Checklist at the appropriate time

For a contract pause

ARI SEO Team Lead

  • Update the ARI Monthly Work Checklist to reflect the client has paused
  • Confirm end pause date with ARI SEO Specialist

Contract (Package) Changes

Contract, or package, changes are usually the result of a retention call, and rarely occur outside of a retention situation

Retention Team

  • The ARI Retention Team 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 ARI Retention Team does not have the time
  • If generated by the ARI Retention Team, they 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

ARI SEO Team Lead

  • Update the ARI Monthly Work Checklist 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 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 ARI SEO Specialist
  • The Digital Marketing Operations Lead adds the client to their Planner Sheet, tracking cancellations and pauses
    • Remind the ARI SEO Team 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 ARI platform entirely.

ARI Team Lead or ARI Senior Representative 

  • Remove the canceled client's information from the ARI Monthly Work Checklist (if not already done by the ARI SEO Team Lead).

Juniper

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

  • ARI Content Trello Board
  • YouTube Posting Trello Board
  • Yext
  • SEO Monitor
  • Ninja Cat (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 SEO Specialist

The ARI SEO specialist is responsible for removing the client from the ARI SEO Work and QA Trello Board and double checking that their cancelled client has been removed from

  • ARI SEO Work and QA Trello Board
  • ARI Content Trello Board
  • YouTube Posting Trello Board


Offboarding Resources


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