Workflow: At Risk

Identifying and resolving risk early can help prevent churn and keep customers moving toward success.

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:

  1. Discovery
    Successful programs have buy-in from key stakeholders. Spend time with each key group to validate program requirements.
  2. Define fields
    Identify the risk details you want to track.
  3. Create note and task templates
    Facilitate your team's input of risk details during the risk cycle.
  4. Create home and account-level layouts
    Provide consolidated views to see all customers at risk and review risk details per customer.
  5. 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.
  6. 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.

CSMs
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
-Risk action task templates

Where have you seen communication break down during save plays that you’ve run here?

 -Communication channels
Executives
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
CS Managers
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
Renewals Manager
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.

Account fields

Add the following fields on the Accounts object.

Field Description Type

CSM Sentiment
 Synced

 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
 Non-synced

 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
 Non-synced

 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
 Non-synced

 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
 Non-synced

 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
 Non-synced

 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
Note fields

Add the following picklist value to the Notes "Categories" field.

Label / Unique ID Description

Risk Escalation
 Risk_Escalation

 A note category for an at risk customer.
Task fields

Add the following picklist value(s) to the Tasks "Categories" field.

Label / Unique ID Description

Risk Escalation
 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.

Initial Risk Escalation (note template)

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
Set up executive touchpoint  (task template)

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 (e.g., product deep dive, product roadmap reprioritization, professional services).

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.
2. Draft an email for internal executive sponsor to send.
3. Follow-up with internal executive sponsor on next steps, and update this task with details.
4. Update the Risk Status field throughout the process. Use comments for updating team members.
5. Close this task only when the conclusion has been reached. 
6. Set Risk Status to "Closed" and clear all other risk fields.
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:

At-Risk Overview (home layout)

Create this 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.

Risk Escalation Review (account layout)

Create this layout to provide details of an active escalation. Consider using this layout during 1:1s (CSM / Manager) to review and resolve at-risk customers.

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.

Risk Escalation Playbook (Primary)

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
 Customers enter playbook for any of these at-risk classifications.

OR:
-Health = At Risk
-CSM Sentiment = At Risk
-Risk Status = Investigating Risk		 Allow Manual Entry: Yes

Objective
 Risk Status is closed successfully

 -Risk Status = Closed - Recovered  

1. Task+Delay
 Direct CSM to note template for capturing risk details.

 -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)
 When the "Risk Action" field is updated during the risk cycle, add another task for next steps.

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.
Risk Escalation: Low Seat Utilization (Digital)

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
 Customers enter playbook for any of these at-risk classifications.

Seat Utilization less than 50% Allow Manual Entry: Yes

1. Email+Delay
 Draft an email for CSM approval to engage the champion.

 Email design and send strategy: See example 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.

Initial training

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.

Suggested meetings
If you don't already have a regular meeting cadence in place, we recommend setting up a monthly "At Risk" customer review meeting.
  • 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. 
Slack

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.

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