Home / Operational Processes / Customer Success Process & Duties

Customer Success Process & Duties

Color Code:

Needs to be discussed.

Check it in the automation.

Newly Added.

Removed

 Our Goals: 

  • Our duty is to provide the best customer experience And help our customers to achieve their desired goals and get the full value of their website or store. 

  • Maintain a churn rate under 10 % monthly. 

First Call with the customer (Websites & Stores), Due date : 2 days after deal is created and moved to New Deals Stage :

Introduce yourself as the account manager and that you'll be responsible for this account. Make it crystal clear to the customer to call you in any case related to his subscription with Wuilt, whether it's a technical support issue or a sales matter. Unless the customer needs urgent support outside your working hours, then the customer should contact the support team through our chat. 

At the end of the call ask the customer how would they like us to be in touch with them, through Phone Calls or WhatsApp Messages ?
Keeping them informed that they'll be contacted on a monthly basis, whether through WhatsApp or Phone Calls.

Follow up CRM process:




Step 1: Initial Welcome Message

  • Trigger: Renewal deal is created in HubSpot.

  • Actions:

    • Send an automated WhatsApp message to the customer including:

      1. Customer Success (CS) WhatsApp number

      2. CS Agent’s name

      3. CS Agent’s phone number

      4. Help Center link

    • Backup: If the WhatsApp message fails, send an email with the same details.

Step 2: Initial Follow-Up Call

  • Timeline: 2 days after the welcome message.

  • Actions:

    • Schedule and assign a follow-up call task to the CS Agent in HubSpot to personally connect with the customer.

    • Objective: Provide a personalized welcome, review key resources, and address any immediate questions or concerns.

Step 3: Conditional Engagement Triggers

  • At any time during the cycle, the following conditions may trigger specific actions:

    1. High-Risk Score:

      • Action: Assign an immediate call task to the CS Agent to address concerns, offer solutions, and retain the customer.

    2. Positive Customer Feedback:

      • Action: Send an automated thank-you message to the customer to acknowledge their feedback and reinforce the positive relationship.

Step 4: Ongoing Monthly Engagement

  1. One-Month Follow-Up Message:

    • Timeline: 1 month after the initial call.

    • Action: Automated WhatsApp follow-up message to check in, with a fallback to email if WhatsApp fails.

  2. Two-Month Business Review Preparation:

    • Timeline: 2 months after the initial call.

    • Actions:

      • Assign a call task to the CS Agent for a follow-up with the customer.

      • Objective: Notify the customer about an upcoming recurring business review meeting in one month, if the customer didn't answer you can send the template ( success_qbr_meeting_scheduling )

  3. Quarter Business Review Meeting:

    • Timeline: 3 months after the initial call (and repeated every 3 months thereafter).

    • Action: Conduct a business review meeting to evaluate the customer’s progress, address any concerns, and plan for the next quarter. QBR Meeting Structure :

      1. Intro (2 mins)
      Purpose: Set the tone and meeting expectations

      • Thank the customer for their time

      • Say: "Thanks for your time. Today, we’ll quickly review your website’s performance, highlight areas to improve, and align on next steps."

      2. Performance (5 mins)
      Purpose: Show results

      • Website visits (last 30–90 days) from Google Search Console or Google Analytics

      • Leads submitted via forms

      • Traffic sources (organic, direct, social) from Google Analytics

      3. Website Review (5–7 mins)
      Purpose: Spot issues or gaps

      • Check SEO basics: page titles, meta descriptions

      • Review appearance: clarity, design, mobile-friendliness

      • Ask: "Are you happy with how your website looks and performs?"

      4. Recommendations (5–7 mins)
      Purpose: Provide value

      • Improve CTAs or form placements

      • Add keywords or pages for SEO

      • Mention any relevant tools or feature

      • Offer website revamp (if needed)

      5. Next Steps (5–7 mins)
      Purpose: Align and act

      • Agree on 1–2 clear goals (e.g. increase visits, get more leads)

      • Assign action items: what Wuilt will do vs what the customer will do

       

    • Cycle Continuation: Repeat the monthly engagement steps, including the business review every 3 months, until 30 days before the renewal date.

Step 5: Renewal Period Engagement

  1. 30-Day Renewal Reminder:

    • Timeline: 30 days before the renewal date.

    • Action: Automated WhatsApp reminder about the upcoming renewal including a Renewal Form, with a fallback to email if WhatsApp fails.

  2. 14-Day Renewal Confirmation Call:

    • Timeline: 14 days before renewal.

    • Action: Schedule a call task for the CS Agent to confirm renewal, discuss payment, and address any final questions.

  3. Renewal Date Payment Check:

    • Timeline: On the renewal date.

    • Action: Call task assigned to the CS Agent to confirm payment completion and customer readiness.

    • NOTE: If you have any suggestions for any type of templates, please consider sharing it to consider adding it.

CRM Task Names:


  1. First Call >> Used when the success advisor makes the introduction call.

  2. Follow Up Message & Follow Up Call >> used for following up with the customers during their yearly subscription. Customers should receive 11 Follow up Calls/Messages during the subscription period. 

  3. Check ( Between the brackets you’ll write a reminder about the case to check it ) >> used when the customer has a certain case that you want to follow up on. 

  4. Renewal Call >> as per our process, starts 30 days prior to the renewal date. When talking to the customer about the renewal, checking if he’ll renew or not, negotiating phase.

  5. Payment Check >> used as reminder to check a recurring payment or a customer if he paid through a certain link or not

  6. Manual Renew >> used as a Reminder to renew sub on Backoffice manually  for cash paid customers.

  7. Requested a call >> used when a customer request the account manager to call from sales or on live chat 

  8. New site/store >> we can use it while negotiating with customers on any new store or site so we can find all conversation or data we need  regarding this in one place.

Renewal Pipelines Stages:

Website Annual Renewal:

  1. New Deals >> For newly created deals in the renewal pipeline. Here the deals are distributed evenly on the success team.
  2. First Call >> Deals will be moved here untill the success team make the First Call.
  3. Website Creation >> If a customer paid for website creation service, the deal will stay in this stage untill the website is delivered.
  4. Renewal Unreachable >> Deals will be moved here if the customer is not reachable.
  5. Onboarding >> For deals in the onboarding phase.
  6. Follow Up >> Used for deals that passed the onboarding phase and in the follow up stage.
  7. Active Unreachable >> For the deals that the customer is recently active and updated the website when it comes to content.
  8. Waiting For Payment >> For the deals that are already agreed with the customer to renew and waiting for the custmer to pay.
  9. Past Due >> For deals that passed the renewal date and in the 20 days grace period.
  10. Won >> If the customer paid for renewal, the deal should be moved here.
  11. Lost >> If the customer will not renew, the deal should be moved here.

Store Annual Renewal:

  1. New Deals >> For newly created deals in the renewal pipeline. Here the deals are distributed evenly on the success team.
  2. First Call >> Deals will be moved here untill the success team make the First Call.
  3. Renewal Unreachable >> Deals will be moved here if the customer is not reachable.
  4. Onboarding >> For deals in the onboarding phase.
  5. Follow Up >> Used for deals that passed the onboarding phase and in the follow up stage.
  6. Active Unreachable >> For the deals that the customer is recently active and updated the Store when it comes to content.
  7. Waiting For Payment >> For the deals that are already agreed with the customer to renew and waiting for the custmer to pay.
  8. Past Due >> For deals that passed the renewal date and in the 20 days grace period.
  9. Won >> If the customer paid for renewal, the deal should be moved here.
  10. Lost >> If the customer will not renew, the deal should be moved here.

Website - First Follow-up Call Checklist: 

  • Take Notes on the website in terms of design

  • Offer professional emails

  • Time Last Seen ( This will indicate if the customer has been active recently or not )

  • Domain Connected or Not

  • Website Published or Not

  • Is Google Search Console was configurated with the domain or not ( By checking the domain TXT DNS Records through dnschecker.org )

  • Was the Website announced on his social channels or not.   Note: In case the customer is 100% happy and satisfied with our service level and platform. You can keep them updated with the latest discounts in case they're interested in making another subscription, Store or Website.

Store - First Follow-up Call Checklist: 

  • Take Notes on the store

  • Offer professional emails

  • Analytics tools have been connected to the store or not

  • Shipping Customized or not

  • Products Added or not

  • Store Appearance customized or not

  • Time Last Seen ( This will indicate if the customer has been active recently or not    Note: In case the customer is 100% happy and satisfied with our service level and platform. You can keep them updated with the latest discounts in case they're interested in making another subscription, Store or Website.

Lost Reasons:

Understanding the core reasons behind customer churn is absolutely vital for a SaaS subscription-based company. These churned customers hold the key to unlocking valuable insights that can drive significant improvements in product offerings, customer experience, and overall business success. By diligently analyzing the root causes of churn, the company can identify pain points, address weaknesses, and implement targeted strategies to increase customer satisfaction and retention. This valuable feedback not only helps in retaining existing customers but also plays a pivotal role in attracting new ones, as an optimized product and enhanced user experience will inevitably lead to a more compelling offering in the market. In the competitive landscape of the SaaS industry, unlocking the lost wisdom from churned customers becomes the catalyst for growth and the pathway to long-term success.

Missing Features:

This is One of the most Crucial tasks of all. Without adding all the requested features our customers ask for, the product will be led to other direction. Any successful SaaS company relay on the customer's needs and how the product improve with their requests. And to make Data Driven Decision, this is the field we need.

  • If the customer asked about any missing feature, make sure to list the Store/Website Requested Features field. This is very important for product development purposes.

  • If you didn't find what the customer asked for, please consider reaching out to Moataz to add the new requested feature

Past Due Cases and Grace period:

Each and every subscription has a grace period of 20 days, on the 21st day, if the subscription wasn't renewed, it will be canceled automatically, same goes for the Renewal Deals on HubSpot, if the deal wasn't moved to won stage, it will be moved to lost stage automatically once the deal reaches the 21st day after the renewal date, we should be adding a valid lost reason for the subscription before the 21st day so we can have the valid lost reasons in the deals and to avoid having renewal deals with Success Lost Reason ( Grace Period Ended )

Tickets: 

We are using HubSpot as our internal ticketing system. In this article, you'll find all the info you need to know about it.

Renewed Deals CRM process:

  • If a customer renewed, move the deal to the Won Stage.

  • A renewal deal will be created automatically for the next term with all customer data (Domain, Payment Method etc...)

  • In the case of any payment method other than Card Automatic, make sure to renew the subscription from the back-office manually and leave a task the day after the renewal date with 1 day with the name Manual Renew

  • In the case of Card Automatic Payment Method, it will be renewed automatically.

  • In case the payment method is Card Automatic and the customer paid earlier or is not sure if he's going to renew or not and asked for canceling the recurring payment, you'll have to cancel the subscription from Chargedesk and leave the subscription active on backoffice, act accordingly and if the customer wants to pay with any payment method, whether it's a quote or bank transfer or any other payment method you can manually renew the subscription from backoffice by the time they pay


When to lose the annual renewal deal?

  1. An automated WhatsApp Message will be sent 30 days prior the Renewal date for Renewal Reminder
  2. A ( Renewal Call - Domain Name ) task will be created and assigned to the deal owner 14 days prior the renewal date that the Success Agent should be calling the customer to proceed with the renewal
  3. If the customer still didn't confirm the renewal, a call will be given to him/her on the renewal date, if still no confirmation, we'll be giving them a call each 5 days until the 20th day.
  4. Sure thing that you'll already have figured out a valid lost reason to the subscription before the 20th day, in case you figured it out, add Success Lost Reason to the deal to avoid Grace Period Ended lost reason.




Reactivation call flow


  • First call Get a feedback from the customer. 

  • Negative feedback. Missing feature. Close the call and say that you will get back to the management to know the release date of this feature and will give him a call. Get back to him/her with a date (If applicable) and offer 50% discount

  • Negative feedback. Handle the call and check the authorized discount for this case.

 

When to lose a Reactivation deal?


  • First Call No Answer

  • Send a WhatsApp Message. Still not answering.

  • A call after 2 days. Not answering.

  • Another call after 2 days. Still not answering.

  • Lost the deal.

 

Upon moving a Reactivation deal to Reactivated Stage :

There'll be a required field, ( Reactivation Renewal Date ) in this property, you'll add the new renewal date after reactivating the subscription.


CRM & Back-office Matching:

  • Annual active + Past due subscriptions = open deals in the renewals pipeline.

  • Canceled subscriptions = lost deals in the renewal pipeline. 

  • Number of all Monthly subscriptions = first deals in monthly pipeline = Onboarding + Waiting + Lost Deals

  • Active + Past due monthly subscription = waiting + onboarding deal in monthly pipeline. 

  • Canceled monthly subscription = lost deals in the monthly pipeline.


Domain Deals, Cases & Processes:

1- Buy a domain:

 

In case of a Store Standard or Personal Plan:

 

  Online Payment: 

  • Domain payment received on charge-desk. Customers should pay from within the platform.

  • Either the support or success agent who is following up on this deal, creates it on Domain Names Pipeline, First Deal stage, and Won the deal.

  • A renewal deal will be created automatically in Domain Renewal Pipeline in the Waiting for Payment stage.

  • A Renewal Reminder Task will be automatically created 30 days before the renewal.

Cash paid:

  • Either the support or success agent who is following up on this deal, creates it on Domain Names Pipeline, First Deal stage, and Won the deal.

  • A renewal deal will be created automatically in Domain Renewal Pipeline in the Waiting for Payment stage.

  • Buy the domain name and connect it to the website.

2- Change the domain in the middle of the subscription:

 First, make sure the domain name is available and is NOT a premium domain

  • Define the payment method.

  • If online payment, send a Quote/Payment Link and make sure that it is NOT recurring.

  • If cash payment, send the customer our cash payment methods.

  • This payment will only be paid once if the plan includes a domain. And the new domain will be renewed with the Subscription renewal, as the package includes a domain name in the first place.

 

Email renewals:

 In case of renewing:

  • We pay zoho via recurring payments, so if the customer renewed his email subscription, you will just need to follow the CRM process.

In case of cancellation:


  • Mahinaz should be informed 3 days prior to the renewal date to cancel the subscription in Zoho.

Adding A New Email In The Middle Of The Term:

  • The email costs 12$ a year. That means the month costs 1$. Zoho's payments work as follows: If you need to add a license in the middle of the term, Zoho will charge you for the rest of the term only, not the full amount. For example, If a customer subscribed in Jan for 1 email. Then need to add one more email in Jun. We'll be charging him  7$ only for the rest of the term. Why, A 1$ a month for the rest of his term, which ends in Jan.

Note:

If the domain name expired, any related services like emails will be stopped automatically. 

Example:

The customer paid Wuilt subscription and claimed a domain on Oct. Then paid us professional email fees in Dec. When the Wuilt subscription renewal date comes and the customer doesn't renew, the domain name will expire on Oct and the emails will stop working accordingly on Oct.

KPIs:

  • Each success agent must maintain at least 35 “answered “follow-up calls per day. 

  • Each success agent should maintain a renewal rate above 90%, to be able to achieve our goal, below 10% churn rate.

  • Each success agent should convince 50% of his/her customer base to subscribe to professional emails.

Commission & Rewards :

There's a separate article that's including all the details related to the Commission Scheme

Reports and Duties:

The meeting is held each Sunday at 3:30 to 4:00 PM. We meet each Sunday to discuss the previous week's performance and the accumulative for the current month. At the end of each quarter, we meet to see the overall performance report for the past quarter and compare it to the previous Quarter.


Mahinaz responsible for:

  1. Manage Hossam & Fahd & Omar

  2. Manage everything related to the professional emails (Upgrade, downgrade, cancel, reactivate, add license etc…

  3. Resellerclub Domains Reporting

  4. Reactivations Reporting

  5. Reporting the Success Team's missing payments


Hossam responsible for:

  1. Refunds
Fahd responsible for:
  1. Handling VF Cash & Paymob Payments
  2. Handling Paymob form submissions & reporting
  3. Inbound Squad Member

Moataz responsible for:

  1. Azzawi & Sara & Karima & Tarek & Yasmine



    		 RSS of this page