MT-CS-020: Digital CSM Master SOP

Owned by arlene.coello
Last updated: Dec 02, 2024
14 min read

CONTEXT / SCOPE

Digital CSMs handle a high volume of accounts with a value of less than $500 USD MRR value. This SOP will provide clear instructions on how to fully onboard, adopt and manage digital accounts.

IMPACTED TEAMS

  • Digital CSM Team

  • CS Operations

GLOSSARY

  • CRED SOFT - Self-Managed Credentialing Software (Credentialing Software)

  • CRED SERV / FMC - Fully Managed Credentialing Service (Credentialing Service)

  • CSM – Customer Success Manager 

  • LMS- Learning Management System 

  • Opp - Opportunity (where RSM registers the process of sales and information about the purchased product.)

  • SF - Salesforce

  • TL - Team Lead

RESOURCES

 

TABLE OF CONTENTS

Onboarding and Adopting a Digital Account

Account Creation

When an account is marked as Closed Won in Salesforce, the CS Operations Department will create and set up the account in the MedTrainer platform and will assign the CSM in SF, creating the Customer onboarding object and sending the welcome email.  Details on this process can be found in the MT-CS-001: Account Creation and CSM Assignment.

Gathering Account Information

Prepare before the Onboarding call by reviewing the following information, in order to better understand the account:

  • Contract (Products acquired, duration of the contract, MRR, number of users)

  • Additional Notes in SF (field in the opportunity level, relevant information shared by sales).

Please go over the fields in the Discovery Notes section found in the opportunity as well. This provides key information on the account prior to its Closed Won status.

image-20240708-184605.png

  • Website (check in the account level under the Details tab, and if it’s not there, google it - get relevant information about the business).

  • RSM.  In case the Discovery Notes section are lacking, please reach out to CS Ops so a context discussion can be opened with the respective RSM and leadership.

Preparing the KYC Checklist

Please make sure to make your own copy of the https://docs.google.com/forms/d/16uGE2zJVRmSyaFor4tbeGyCKXxQn2YMQmYHyLywzKXE/edit KYC survey, do not change the original file.

20240710-1726-53.9824660.mp4

Onboarding and Adoption Sequences

Once the account is assigned to you, add your admin (prospect) to the DCSM Account Onboarding and Adoption or the Digital Account Adoption (GameDay) Check-In (30 Days After OB Email is Sent) Outreach sequences (depending if it’s GameDay or not) on the same day.


The sequences consist of:

  • 1 Manual Initial Welcome Email (Day 1)

 

  • 1 Follow-up Task (Day 4)

 

  • 1 Automated Account Adoption Email (Day 30)

  • 1 Adoption Object Update Task (Day 30)

These are the sequence steps per account type:

Training Webinars - Itinerary

Each Learning and Compliance training session should last 45 minutes each, to cover the full module. Credentialing Software will be evaluated on a case-by-case basis, depending on the account’s needs:

 

Training Agenda (45 min each)

LEARNING

Tuesdays at 11 am CST

GoToWebinar Link

  • Course Library and CE Course Library (15 min)

    • Group Learning (5 min)

  • Admin and Student Dashboards (10 min)

  • Onboarding Path (10 min)

  • Settings and Company Settings (5 min)

COMPLIANCE

Thursdays at 11 am CST

GoToWebinar Link

  • Documents & Policies (10 min):

    • Creating and Editing folders, categories and documents

    • Approval Workflows

    • Conversations

    • Setting up signatures

    • Assignments and approval requests

  • Incident Reports V3 (15 min):

    • Creating matrices

      • Escalation Models

    • Creating forms

    • Escalating and Solving Incident Reports

  • Student Dashboard (2 min)

  • Contract Management (3 min)

  • OSHA/HIPAA Toolkits (5 min)

  • Safety Plans (5 min)

  • SDS Management (5 min)

  • IF NOT REVIEWED PREVIOUSLY:

    • Onboarding Path

    • Settings and Company Settings

CREDENTALING SOFTWARE

  • CASE BY CASE SCENARIO, TO BE DETERMINED.

These webinars will be provided in a more concise and optimized way, as the contemplated session quantity and duration is shorter. Please be mindful of the time you invest in each subject.

Here are the closing steps:

  1. A Recap for the Attendees.

Once the training session has been completed, send a training recap email using the DCSM Onboarding Recap Email Template immediately after the meeting (or at least before the end of day), and fill in necessary information such as:

  • Participants

  • Modules

  • Pending Subjects

  • Relevant Links

  1. Our Customer Support Department

It is important to not only encourage, but reinforce the admin on the use of our Customer Support Department. Provide the contact information below:

 

Even if an account is escalated or unresponsive, it is important to have proof of the 10 business day follow-up stage in the notes, as well as logged emails and calls. These are also taken into account for process visibility.

Possible Meetings

Though Digital Accounts are aimed towards a use of digital tools over personal touch, here are some scheduling options in case any meetings are required:

Option 1: Outreach Platform

Option 2: Outreach Everywhere Extension

Option 3: Google Calendar

Option 4: Gmail (Inserting Proposed Times)

Unresponsive Accounts (Failed to Onboard Case)

  1. In case of an unresponsive account, contact the customer daily for 10 consecutive days via email and phone. 

  2. If the customer is still unresponsive after 10 days, enter the notes in the Customer Onboarding object and mark the account as Onboarding completed

  3. Loop in the designated RSM to inform them about the situation, so they can also assist with reaching out to the customer if necessary.

    • Create a “Failed to Onboard ” escalation case in SF following the steps below:

      • On the account level, locate the “Cases box” and, using the dropdown click on “New”.

      • Select “Customer Success” on the following screen and click “Next”.

      • Choose the type “Failed to OB”

      • Fill in the subject, description 

      • Add “Due Date” which must be placed 30 days from the case creation day

      • Add CSM to the “Assigned to” field

    • Reach out to the customer weekly for the next 10 days and update the case accordingly

  4. If the customer is still unresponsive, inform your Lead, who will then close the case.

Cancellation Requests

In case an account that is still in the onboarding stage requests cancellation, please revisit the MT-CS-005: Escalations SOP, and follow these steps: 

  1. Create a SF Escalation Case.

    • Log into SF and go into the account in question.

    • In the Cases section, click “New” and select “Escalations”:

    • Fill in the following fields:

      • Account name will automatically populate 

      • Add the Subject pertaining to the case (for example: Cancelation Request - Account name)

      • Add a Description in the following format: MM/DD/YY_Initials:Action (example: 04/20/23MM: Customer called support and asked to cancel his account)

      • Opportunity Name: Add the Escalated Opportunity or Opportunities 

      • Contact Name 

      • Add Escalation/Cancellation Reason

      • Add Escalation Directives: add only the exact action we are requesting from our finance department, in following format: MM/DD/YY_Initials:Action (example: 04/20/23MM: One more week, Customer unresponsive)

      • Add Products: Move the item(s) from the Available List to the Chosen Box

      • Click on SAVE

  1. Work the Case: Once the escalation case is created the CSM and CSM Lead must follow the process below:

    • When reviewing or updating the case, make sure you are in the details tab of that case:

      • You will see the details you have entered prior

      • In each step of the case you will see the role that is required to fill out the blank fields.

    • Schedule a call between client and lead (CSM) within 24 hours

      • Contact the customer and schedule a meeting between the client and/or the CSM lead 

        • If the escalation in question is a cancellation request, the CSM TL will be the one contacting the customer directly.

      • Once the call has been scheduled, the CSM / CSM Lead will need to enter the date for the Call Scheduled For field

  1. Complete call with client and lead (CSM TL)

    • After the client call, the CSM Lead will need to enter the Call Completed Date,

    • Also, CSM Lead will enter the Resolution Offered discussed among client and CSM Lead + CSM

  2. Complete the call with client and lead (CSM TL)

    • The Escalation Status will be updated to Waiting Approval 

    • If Client can’t be reached (CSM TL) 

      • If you reach out to the client 10 times, and no response has been made by the client, the CSM Team Lead will select the can't reach client (send final) box.

      • Click on Save

  3. Resolution Approval (Accounting) 

    • The Accounting Department will be the one to deny or approve the resolution offer.

      • If approved, the status will update to approve

      • If denied, the status will update to denied

  4. Follow Up: If the customer does not accept the resolution presented, the CSM TL will renegotiate and review it again in the weekly finance meeting. 

    • If a cancellation is inevitable, update the notes requesting to send the final depending on the customer's reply and CSM TL will review it in the weekly finance meeting.

    • Lastly, wait for finance confirmation to disable the account in LMS.

Retention and Upsell

The goal is to provide a structured process for proactively engaging with customers, in order to maximize their lifetime value and increase overall customer satisfaction, while effectively avoiding churn. This SOP will be a guideline for:

  • Defining the goals and objectives of the retention and upsell process, including key performance indicators (KPIs) that will be used to measure success.

  • Identifying the customer segments that will be targeted for retention and upsell efforts.

  • Outlining the various retention and upsell strategies that will be used, such as proactive outreach and expansion pipeline.

  • Establishing a process for tracking and analyzing customer behavior and engagement data to identify opportunities for retention and upsell.

  • Establishing guidelines and best practices for customer engagement, including how to communicate with customers, when to offer additional users or products, and how to handle challenging customer situations.

  • Creating a process for measuring the effectiveness of the retention and upsell process, including regular reporting and analysis to identify areas for improvement.

Escalations

Escalations can be worked on to achieve a potential save. We can consider an account to be escalated if one or more  of the following is true:

  • The customer is upset/expresses unconformity/brings up an issue.

  • There is less engagement in communication and/or system use.

  • The account becomes past due.

  • There is reluctance from the customer to pay the account

  • An issue/problem is followed by unresponsiveness.

  • The customer asks to speak to someone higher up within the organization.

  • The customer wants to downgrade (remove a product/module or additional users, ultimately to invest less).

References

Recommendation of any business comes through contacts and connections. The purpose of this SOP is to establish a standardized process for managing customer references within the Customer Success Operations department. It outlines the procedures to be followed for sales teams to request references of satisfied customers from our organization, and for the CS Operations team to provide those. 

  • This process applies to all employees within the Sales and Customer Success Operations department who are responsible for managing customer references. 

  • Lastly, it covers the process from the initial request for references to the final delivery of reference information to the sales teams.

Digital Account Management and Tools

SSO Services and HRIS Integrations

Single sign-on (SSO) is a session and user authentication service that permits a user to use one set of login credentials (for example, a username and password) to access multiple applications. SSO can be used by enterprises, small and midsize organizations, and individuals to ease the management of multiple credentials.

HRIS (Human Resources Information Software) or HR management software refers to digital solutions designed to streamline and centralize HR tasks within an organization. It automates routine activities like payroll processing, talent acquisition, and employee performance tracking. 

Our customers purchase these services, and it is our responsibility to attend these requests while giving the clients correct expectations, and requesting the correct information from them.

The Customer Support Department

As a DCSM, make sure to redirect your clients to the Customer Support Department for assistance, as much as possible. This does not mean you are denying assistance, because you should still help your clients, but always give them the option to contact Support for more immediate assistance, something along these lines:

As your Customer Success Manager (CSM), I am here to make sure that MedTrainer is doing everything we can to help you do your job better and solve your problems.

While I am not always at my desk ready to answer your phone or email when you need help, the MedTrainer Support team is!  And when I talk about the Support Team, I am talking about my awesome colleagues - not a Chatbot or a voicemail box.   Consider the following stats reported at our weekly team meeting:

  • 95%+ Call Answer Rate: No waiting, just answers.

  • <1 Hour Ticket Resolution:  Get your answer quickly, guaranteed.

  • Extended Support Hours: From 7:00 AM to 7:00 PM CST, Monday to Friday, we've got your back.

So, reach out to Support using the contact info below and they will get you what you need right away!  If they can’t solve your problem and I need to help, they will let me know and I will be sure to get back to you with what you need.

Email: support@medtrainer.com

Phone: 844.596.6553

Visit: https://support.medtrainer.com/

 

Outreach as the Main Communication Tool

Outreach will be your main tool for account management, engagement and monitoring. Please refer to the SOP below for initial setup and best practices. If you are having any issues with this platform, or questions on how to proceed, please reach out to @arlene.coello from CS Ops, and/or review theMT-CS-014: Outreach Setup & Management

Outreach Sequences/Campaigns

The DCSM roles will rely heavily on automation. For this several campaigns will be carried out through Outreach. When you receive an update from CS Ops about a campaign being launched, add in the applicable prospects to their respective sequences (for example: past due accounts, cancellation requests, account adoption, upselling, onboarding+adoption). These campaigns are meant to be “evergreen”, which means they will run indefinitely and can be applicable at any time they are needed

Digital Account Subtypes

A digital account has these main characteristics:

  • Under 50 users

  • Under $500.00 USD MRR

  • (Service level may vary if both conditions above are met)

 

However, the following account subtypes may also apply to your role:

SMB Accounts

There is a special package we offer to small medical businesses. It includes policy manuals created by Brian Williams, our Compliance VP, as well as open credentialing forums hosted by him.

https://medtrainer.atlassian.net/wiki/spaces/CSKB/pages/4159504385/MT-CS-007+Small+and+Midsize+Businesses+SMB+Accounts

Hybrid Accounts

The CS Department and the FMC Department share what are called hybrid accounts.  An account is considered hybrid when having Learning and/or Compliance purchased, as well as our Fully-Managed Credentialing Service. This SOP aims to provide clear understanding of circumstances and workflow for these accounts, to aid in their efficient onboarding, adoption and ongoing management.

https://medtrainer.atlassian.net/wiki/spaces/CSKB/pages/4159504835

Franchise Accounts

Franchise accounts are those that have multiple locations, and usually expand at a fast pace. This process will tell you what to look out for, and how to manage them.

https://medtrainer.atlassian.net/wiki/spaces/CSKB/pages/4159177383

Gameday Men’s Health Accounts

Once the account is assigned to you, reach out by phone on the same day to introduce yourself and provide the onboarding information they will need:

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