Customer Experience Playbook

The PAE Customer Experience Playbook is a strategic document that compiles policies and processes to standardize key customer service activities. Its main purpose is to ensure efficiency, alignment, and consistency in task execution around Key Performance Indicators (KPIs).

It outlines five core areas:

1. Purpose and Mission

We accompany the client with agility, clarity, and closeness to ensure their satisfaction and success every step of the way. Satisfaction in every experience. The core objectives are:

• Standardization of processes
• Optimization of performance
• Team training and alignment
• Agility and scalability
• Risk mitigation

2. Policies

Core policies establish how the CX team focuses on rapid response, accessibility, and customer success, covering areas like:

• Communication: Response and resolution timeframes, and advance notice for changes.
• Documentation: Properly recording/typifying all client interactions in the CRM.
• Client Categorization: Defining client types (A, B, C) to prioritize strategies (retention, rescue, personalization).
• Retention: Strategies including proactive communication, rewards, and personalizing the experience.
• Refund: Defining guidelines for issuing refunds, prioritizing credit/rescue over a refund.
• Rescue: Protocols to save inactive or abandoning clients, including early identification and handling cancellations/complaints.
• Sales from Experience: Parameters for the CX team to perform soft sales (upsells/cross-sells) and earn commissions.

3. Processes

Clear procedures standardize workflows, focusing on rapid response and client success.

• Refund Procedure (R1): A 4-step process that involves identifying the client/history, understanding the reason, typifying the interaction, and seeking a win-win solution (value-based rescue).

4. KPIs and Performance Tracking

The playbook defines key metrics to measure the effectiveness of customer service efforts:

• Customer Satisfaction (CSAT)
• Net Promoter Score (NPS)
• Retention/Cancellation Rate (Churn Rate)
• Survey Response Rate
• Revenue Management Rate (includes Appointment Conversion, Upsell Acceptance, and Cross-Sell Acceptance Rates)

5. Roles and Responsibilities

The Customer Experience area has 5 positions with clearly defined responsibilities related to service, retention, and sales:

• Gerente de Experiencia del Cliente (CXO) (L4): Leads overall strategy.
• Subdirector de Cuentas Clave (L2): Focuses on service for most valuable clients.
• Subdirector de Experiencia del Cliente (SEC) (L2): Implements CX strategy, oversees support/collections/cross-selling.
• Account Manager 2.0 (L1): Primary liaison, manages relationships, participates in sales.
• Ejecutivo de Experiencia del Cliente (L1): Direct client interaction, handles inquiries/complaints/support/sales.