Process Owner: Kassandra Ferrante
Last Updated: January 2024
SOP Linked: HERE
Overview:
Our Churn Tracking + Forecasting process has been revamped so that we have a better pulse on all accounts, their revenue allocated to our department, and their sentiment toward our services. The Social Department leadership team must utilize this new process for all new and existing clients moving forward. At any given time, we should have a pulse on expected or at risk churn 90 days out.
Department Leadership Owner: Kass
Churn Team Support: Ellie Galinas, Ashly Macelli, Ashley LaBrune
Refreshed Churn Tracking Process:
When a contract is signed / a new client has been deployed in the #new-client-deployment Slack channel, the Social / Organic Social / Influencer lead will be auto-assigned an Asana task to complete THIS survey.
Upon completion, the results of the survey will automatically carry over to the “Deployment” tab of our Social Department Churn Tracker. Each week, our department churn champions will scrub the Deployment tab for new accounts entered, and add them into the “2024 SOCIAL DEPARTMENT CHURN MASTER TRACKER” tab. Once added, they will check the box in the “Added” column.
Once a client is added to the sheet, the account will be tagged with an owner (either Ellie, Kass, Ashly M., or Ashley L.)
SHEET 101:
All clients should be housed in this sheet by projected churn month. Ex: If a contract ends December 31, the projected churn month is January. Exception: If a contract ends on December 15, the churn hits in December, since payment would have been received in November.
If a client is at risk, ensure retainer value is added to Column G.
If a client is 100% churning, make sure Column H is checked and retainer value is added to Column I. Kass will transfer retainer value to Social Department Hub, Rev In/Rev Out Tab HERE.
Once a month has passed and is finalized, please hide the rows - do not delete.
As we approach the next 1-3 upcoming notice dates and churn months, it is the responsibility of the department churn champions and account “owner” to meet 1:1 with the strategists on the account to ensure that:
Sentiment is positive / neutral — if it is not, we can assist in problem-solving and/or coming up with pivots
We have strategic ideas to bring to resign conversations — service expansions, strategy refreshes, etc.
Loop in additional support as needed
Churn is forecasted appropriately should the account be churning for certain
The department churn champions will also meet biweekly to scrub the sheet & chat through needed support, notes/context, etc.
Post-Mortem:
When a month has passed, ensure that the rows are hidden.
For those clients that have churned AND are noted with X, Y, Z churn pillar/reasoning, the assigned owner should complete a “Post-Mortem” INT Sync with the strategist to take a look back at the partnership, what we could have done differently, ideas to prevent this for future, and identify coaching opportunities with the strategist.
During this call, please work through a copy of THIS deck & drop its unique link in column R of the Churn Tracker.
Once completed, please bring the deck to the biweekly Churn Connect with the champion team to review & make plans for upcoming team trainings, insights to share, etc.