Exercise Overview

Time Required: 60 minutes

Format: Cross-functional team exercise (Marketing, CS, Product, Sales)

Deliverable: A complete 90-day lifecycle workflow with engagement touchpoints and ownership

Objective

Create a detailed customer engagement workflow that maps every touchpoint in the first 90 days after customer activation. You'll identify automation opportunities, assign ownership, and ensure no customer falls through the cracks during this critical period.

Instructions

Step 1: Establish the Baseline (10 minutes)

Define your starting point and goals:

1. Day 0 Definition: What event marks "Day 0" of this workflow? (e.g., contract signed, first login, onboarding completed, activation achieved)
2. 90-Day Goal: What outcomes do you want by Day 90?
   • Usage target:
   • Feature adoption target:
   • Relationship milestone:
   • Business outcome:
3. Current State: If you have existing workflows, what's working and what's not?
   • What's working:
   • Gaps or problems:

Step 2: Map Your Touchpoints (30 minutes)

Create a timeline of customer touchpoints for the 90-day period. For each touchpoint, specify:

• Day/Week: When it occurs
• Touchpoint Type: Email, call, in-app message, webinar, QBR, etc.
• Content/Purpose: What's delivered and why
• Trigger: Time-based or behavior-based?
• Owner: Which team/role is responsible
• Automation Level: Fully automated, semi-automated, or human-led

Use this framework:

Weeks 1-2: Foundation

Day	Touchpoint	Purpose	Trigger	Owner	Automation
Day 1	Welcome email	Set expectations, provide resources	Time-based	Marketing	Automated
Day 3	Check-in call	Answer questions, ensure setup	Time-based	CS	Human-led
Day 7	Progress email	Celebrate milestones, next steps	Time-based OR usage milestone	Marketing	Automated
Day 10	Feature tip	Introduce key feature not yet used	Behavioral	Marketing	Automated

(Add 2-3 more touchpoints)

Weeks 3-4: Deepening Engagement

Day	Touchpoint	Purpose	Trigger	Owner	Automation
Day 15
Day 21

(Add 3-4 touchpoints)

Weeks 5-8: Ongoing Nurture

Day	Touchpoint	Purpose	Trigger	Owner	Automation
Day 30
Day 45

(Add 3-4 touchpoints)

Weeks 9-13: Transition to Regular Cadence

Day	Touchpoint	Purpose	Trigger	Owner	Automation
Day 60
Day 75
Day 90

(Add 2-3 touchpoints)

Behavior-Based Triggers to Consider

In addition to time-based touchpoints, define 3-5 behavior triggers:

1. Trigger: [e.g., "User hasn't logged in for 7 days"]
   • Action: [e.g., "Send re-engagement email with tips"]
   • Owner: Marketing automation
2. Trigger: [e.g., "Customer uses Feature X for first time"]
   • Action: [e.g., "Send congratulations + advanced tips"]
   • Owner: Marketing automation
3. Trigger:
   • Action:
   • Owner:

(Add 2-3 more)

Step 3: Assign Ownership & Resources (10 minutes)

Team Responsibilities:

Team	Primary Responsibilities	Key Touchpoints They Own
Marketing	Automated nurture campaigns
Customer Success	Relationship building, strategic guidance
Product	In-app messaging, feature adoption
Support	Reactive help, issue resolution

Content Needed:

List the email templates, call scripts, webinar topics, etc. required to execute this workflow:

1. 2. 3. 4. 5.

Tools/Systems Required:

• Marketing automation platform (e.g., HubSpot, Marketo)
• CRM for CSM activity tracking
• Product analytics (e.g., Mixpanel, Amplitude)
• In-app messaging tool (e.g., Intercom, Pendo)
• Other:

Step 4: Define Success Metrics (10 minutes)

Engagement Metrics:

• Email open rates: Target %
• Email click-through rates: Target %
• Response to CSM outreach: Target %
• Webinar attendance: Target %

Outcome Metrics:

• Day 30 engagement score: Target _
• Day 60 feature adoption: Target _
• Day 90 health score: Target _
• Day 90 expansion qualification: Target _%

Early Warning Signals:

What metrics/behaviors would indicate a customer needs intervention?

1. 2. 3.

Deliverable Format

Create a visual timeline or table showing:

1. 90-Day Engagement Calendar with all touchpoints mapped
2. RACI Matrix showing who's Responsible, Accountable, Consulted, Informed for each touchpoint
3. Content Inventory listing all materials needed
4. Metrics Dashboard with targets and tracking plan

Discussion Questions

1. Balance: Do you have the right mix of automated vs. human touchpoints? Where might customers feel over-communicated with or neglected?
2. Gaps: Are there any gaps in the journey where customers might feel lost or confused?
3. Scalability: Could this workflow scale to 10x your current customer volume? What would break?
4. Personalization: How could you personalize this workflow for different customer segments (e.g., SMB vs Enterprise, different use cases)?
5. Handoffs: Where are the critical handoffs between teams? How do you ensure smooth transitions?

Bonus Challenge

Scenario Planning:

Design a "fast track" and "intervention" variation of your workflow:

• Fast Track: For customers showing exceptional engagement early on, how do you accelerate them toward expansion?
• Intervention: For customers showing disengagement signals, what's your recovery workflow?