Identifying and resolving risk early can help prevent churn and keep customers moving toward success.
Program Summary
Once the program is set up, this is the high-level workflow for your teams:
✨Identify risk
There are several ways to classify at-risk accounts; this program considers any of the following:-
Health = At Risk
: Dynamic calculation-
CSM Sentiment = At Risk
: Manual pulse check of relationship-
Risk Status = Investigating Risk
: Manual indicator of an active investigation
✨Alert CSM to investigate risk
Assign a task (or send an internal email) to the CSM with a link to a "Initial Risk Escalation" note template. This note captures risk details and communication during the risk cycle.
✨Review and identify action
Review at-risk details and determine what action is needed. Discuss in large group setting (regular meeting cadence) or 1:1 with manager.
✨Prescribe next steps and monitor
Schedule automatic tasks for CSM with detailed guidance on resolving the risk, based on the identified reason(s) or risk action. Close risk status when complete, and clear all other risk fields.Setup Summary
Ready to get started? You can customize this program as you see fit. Here is the setup process for an "At Risk" program:
-
Discovery
Successful programs have buy-in from key stakeholders. Spend time with each key group to validate program requirements. -
Define fields
Identify the risk details you want to track. -
Create note and task templates
Facilitate your team's input of risk details during the risk cycle. -
Create home and account-level layouts
Provide consolidated views to see all customers at risk and review risk details per customer. -
Build a playbook
Build a primary at risk flow to guide your team on action required when risk is identified. You can build additional one-off playbooks for unique entry criteria and digital motions that don't require manual tasks. -
Roll out your new program!
Schedule regular risk review meetings, train your team on expectations, and define other communication channels for notification and visibility.
1. Discovery
Successful programs have buy-in from key stakeholders. Spend time with each key group to validate program requirements. Here are some example stakeholder groups and questions that will inform your program setup.
Question | Application |
---|---|
What are the common risk themes you have seen with our customers? |
-Risk reason picklist |
What have been the most successful save plays that you’ve used and who was involved in those? |
-Risk action picklist |
Where have you seen communication break down during save plays that you’ve run here? |
-Communication channels |
Question | Application |
---|---|
What is the best way to involve the internal executive sponsor for at risk customers |
-Risk action task templates |
What level of commitment can we expect from the internal executive sponsor in terms of response time SLA and updating information in Catalyst? |
-Risk action task templates |
Question | Application |
---|---|
When a CSM flags that an account is escalated or at-risk, what questions do you ask to better understand the escalation? |
-Initial Risk Escalation note template |
What meetings or processes are already in place that we can leverage to review and share at risk customer information? If none, what appetite does your team have to implement an “at risk customer review” meeting? |
-Communication channels |
When you are reporting back to your cross-functional team leaders, what type of data do you need to help make your case on receiving support? |
-Additional fields to include in Initial Risk Escalation note |
Question | Application |
---|---|
What information do you need if an at risk customer is also in the renewal process and when? |
-Additional risk fields needed -Additional playbook for driving awareness on at risk renewals |
2. Define fields
Fields within Catalyst allow you to define the risk details you want to track.
Add the following fields on the Accounts object.
Field | Description | Type |
---|---|---|
CSM Sentiment |
The pulse check from the CSM on the overall relationship with the customer. Expectation: Update after every meeting and meaningful interaction. | Picklist; example values: -Business as Usual -Watch List -At Risk |
Risk Status |
If a risk has been identified, the risk status represents the key phrases in the risk cycle. Stages should be fairly high level (4-5 stages total). *Alternatively, you can track risk status in a task category, rather than at the account level. | Picklist; example values: -At Risk -Plan in Place -Saving -Closed - Recovered -Closed - Lost |
Risk Start Date |
If a risk has been identified, the date it started. *Alternatively, you can track risk dates within related risk tasks, rather than at the account level. | Date and Time |
Risk Reason |
The CSM’s perspective of the most prominent reason for the customer’s possible churn. Expectation: Updated if the CSM Sentiment is marked as “At Risk” and removed otherwise. | Picklist; example values: -Champion left -Product gap -No budget -Low utilization -Critical bug |
Risk Summary |
The CSM’s summary of the risk, including any links out to resources shared with the customer to address those needs. Expectation: The date shows time of last material change in content. The content will remain even if CSM Sentiment moves out of risk. | Rich text area |
Risk Action |
Values create tasks that outline general save plays and are assigned to the CSM. Expectation: Updated as the CSM learns more about the customer’s needs. | Picklist; example values: -Executive engagement -Product deep dive -Product roadmap reprioritization -Professional services |
Add the following picklist value to the Notes "Categories" field.
Label / Unique ID | Description |
---|---|
Risk Escalation |
A note category for an at risk customer. |
Add the following picklist value(s) to the Tasks "Categories" field.
Label / Unique ID | Description |
---|---|
Risk Escalation |
A task category for an at risk customer. |
3. Create note and task templates
Note and task templates help facilitate your team's input of risk details during the risk cycle.
Create and save the following note template. Later, we'll create a playbook with a task (or internal email) that instructs the CSM to enter details of the risk inside this note.
Note Item | Description |
---|---|
Title | Initial Risk Escalation |
Category | Risk Escalation |
Body | Enter short details of the risk, including customer contact including level involved (also add to this note). Summarize the key ask/blocker and your recommendation on resolution. +Horizontal Line Risk Details (Include the following fields by using the /field shortcut) CSM Sentiment Risk Start Date Risk Status Risk Reason Risk Summary Risk Action Renewal Date Contract Value |
Create and save the following task template. When risk action is identified as "executive engagement," this task will get assigned to help guide next steps.
We've provided one example for a risk action; you can add other task templates for the remaining risk actions you've identified.
Note Item | Description |
---|---|
Title | Set up executive touchpoint |
Category | Risk Escalation |
Body |
1. Work with your manager to identify the internal executive sponsor. @mention the sponsor on the Initial Risk Escalation note in the comments. |
Assignee | CSM |
Due Date Offset | 15 |
4. Create home and account-level layouts
Provide consolidated views to see all customers at risk and review risk details per customer.
Create the following home-level layout to show all at-risk accounts.
Consider holding a regular at-risk meeting to review this layout with key stakeholders and cross-functional leadership. Team members responsible for risk should prepare for the meeting by ensuring all fields and save play tasks are updated prior to the meeting.
Module | Segment | Module Properties | |
---|---|---|---|
Row 1 | |||
At-Risk ARR (Total) |
Accounts / At Risk: -Health = At Risk |
Visualization: Number Calculation type: Total Aggregation field: Contract Value |
|
At-Risk ARR (SMB) |
Accounts / At Risk SMB: -Health = At Risk -Segment = SMB |
Visualization: Number Calculation type: Total Aggregation field: Contract Value |
|
At-Risk ARR (MM) |
Accounts / At Risk Mid-Market: -Health = At Risk -Segment = Mid-Market |
Visualization: Number Calculation type: Total Aggregation field: Contract Value |
|
At-Risk ARR (ENT) |
Accounts / At Risk Enterprise: -Health = At Risk -Segment = Enterprise |
Visualization: Number Calculation type: Total Aggregation field: Contract Value |
|
Row 2 | |||
All Accounts by Health Score |
Accounts / All Accounts | Visualization: Bar chart Calculation type: Count X-axis: Health # of columns: 10 Sort order: Grand total |
|
All Accounts by Segment |
Accounts / At Risk -Health = At Risk |
Visualization: Bar chart Calculation type: Count X-axis: Segment # of columns: 10 Sort order: Grand total |
|
At-Risk ARR by Renewal Date |
Accounts / At Risk -Health = At Risk |
Visualization: Bar chart Calculation type: Total Aggregation field: Contract Value X-axis: Renewal Date Timeframe interval: Fiscal Quarter # of Columns: 10 |
|
At-Risk ARR by Renewal Date Aggregates |
Accounts / At Risk -Health = At Risk |
Visualization: Bar chart Calculation type: Count X-axis: Renewal Date Timeframe interval: Fiscal Quarter # of columns: 10 |
|
Row 3 | |||
At-Risk Accounts (Health) |
Accounts / At Risk: -Health = At Risk |
Columns: |
|
Row 4 | |||
New Escalations (Last 7 Days) |
Accounts / At Risk - New Escalations -Risk Start Date = within the past 7 days |
Columns: |
Create the following account-level layout to details of an active escalation.
Consider using this layout during 1:1s (CSM / Manager) to review and resolve at-risk customers.
You must save the layout before updating fields or resizing modules.
Module | Segment | Module Properties | |
---|---|---|---|
Row 1 | |||
Section Divider |
This is a consolidated view of why this customer may be in the middle of an active escalation and the work being done across the organization to get them back to healthy. | ||
Row 2 | |||
Key Information |
- | Fields: Contract Value Renewal Date Health Segment |
|
Risk Details |
- | Visualization: Number Calculation type: Total Aggregation field: Contract Value |
|
Row 3 | |||
At Risk Notes |
Notes / At risk notes -Categories contains Risk Escalation -Status is not Template |
Columns: Title Updated At |
|
At Risk Tasks |
Tasks / At risk tasks -Categories contains Risk Escalation -Status is not Template |
Columns: |
5. Build a playbook
Build a primary at risk flow to guide your team on action required when risk reason or action is identified. You can build additional one-off playbooks for unique entry criteria and digital motions that don't require manual tasks.
Create the following playbook to capture risk details and provide task guidance, based on risk action. You could alternatively build this based on risk reason (e.g., champion left, low utilization, etc.).
In the example below, we've added a sample task for executive engagement based on the task template we provided above; you can add others for each risk action you identify.
Depending on how you set up your data fields and task instructions, you can further customize this playbook to automatically clear Risk Action, Risk Reason, Risk Start Date, and Risk Summary once Risk Status is set to Closed - Resolved or Closed - Lost.
Item | Details | Other |
---|---|---|
Playbook Properties |
Name: Risk Escalation Type: Accounts |
- |
Entry Conditions |
OR: -Health = At Risk -CSM Sentiment = At Risk -Risk Status = Investigating Risk |
Allow Manual Entry: Yes |
Objective |
-Risk Status = Closed - Recovered | |
1. Task+Delay |
-Title: Complete Initial Risk Escalation template -Body: Use this template [link] to create a new note; complete all known risk details. Mark this task complete after note is published. -Assignee: CSM -Priority: High |
Add Delay: Wait until Complete Initial Risk Escalation template task is marked complete or 7 days |
2. Branch (Tasks+Delays) |
Based on customer filters. Add branch for each risk action: -Executive engagement -Product deep dive -Product roadmap reprioritization -Professional services |
For each branch, add a task to provide guidance on process. Example: Set up executive touchpoint (task template). Wait until task is complete or 15 days. If no conditions are met, remind CSM to complete the initial risk escalation template. |
For one-off playbooks with unique entry criterial or for digital motions, consider creating simply plays to send an email to customer champion for engagement.
Item | Details | Other |
---|---|---|
Playbook Properties |
Name: Risk Play: Low Seat Utilization Type: Accounts |
- |
Entry Conditions |
Seat Utilization less than 50% | Allow Manual Entry: Yes |
1. Email+Delay |
-Send Type: Manual -Sender: CSM -To: Contact Object: Role=Champion -Subject: Low seat utilization: How can I help? -Body: I noticed that seat utilization is low. How can we get more team members engaged and using the system? Happy to add this to our next sync; in the meantime, here's a link to our free training resources to send to any new team members you add. |
Add Delay: Wait until reply or 5 days |
6. Roll out your new program!
When you're ready, you can enable your playbook and roll out the program to the team. Here are some recommendations for initial training, meeting setup, and other communication channels to ensure the program is successful.
Set aside training time for CSMs to learn the new process. Be sure to include:
- Goal of the new program and expected benefits
- What actions are required and expectation for completion
- Support resources for the new program
Try this starter template to build your training deck.
- Prep: CSMs ensure risk fields and Save Play tasks are accurate
- Facilitator: CS Leadership
- Attendees: CSMs, Cross-functional leadership
- Resources: Review the At Risk Overview layout; new escalations since last meeting, top save plays completed since last meeting, status of each customer
- Follow-up: Save time in 1:1 meetings CSMs and Managers to review risk details per customer using the Risk Escalation Review layout.
Consider pushing published "Initial Risk Escalation" notes to a dedicated Slack channel for cross-functional visibility. If you haven't already connected your Slack account with Catalyst, you'll need to be logged on as a Slack admin to authorize the connection. Once connected, you can add a new workflow based on the "Risk Escalation" note category.