The Client Engagement Score (CES™) formula act differently for the playbooks with More Frequent / Less Engaging, playbooks with Less Frequent / More Engaging and with Mixed activities differently.
These are not good or bad strategies, but you have to make a wise decision which strategy you use for what client segments if you have limited Account Management / vCIO / Sales Executive resources.
More Frequent / Less Engaging Playbook
One strategy can be to deliver low touch activities frequently such as webinars, Lunch & Learns, email campaigns distributed to more people in the organization.
The following example is showing a playbook by delivering a Client Experience Activity (CEA™) with 25 points every month. It is 300 points over a year period.
This strategy can work great if there are multiple stakeholders in the organization, and their decision making is based on consensus. That means you have to leverage your resources in a way to be able to keep everybody engaged.
Less Frequent / More Engaging Playbook
Another strategy can be to deliver high touch activities less frequently such as reports, audits or advisory meetings to top managers.
The following example is showing a playbook by delivering Client Experience Activity (CEA™) with 100 points three times a year. It is 300 points over a year period.
This strategy can work great if there is a single stakeholder make decisions and no matter what he or she has to be very engaged to be able to grow your business with them. That means you have to leverage your resources in a way to be able to keep one person highly engaged.
Mixed Playbook
The ideal strategy can be to deliver high/middle touch activities less frequently such as reports, audits or advisory meetings to managers and provide email campaigns, webinars or Lunch and Learn activities for the general users.
The following example is showing a playbook by delivering Client Experience Activity (CEA™) with different ranges. It is 301 points over a year period.
This strategy can work great if you can balance multiple types of activities. Your Account Managers leverage their time with selected one-to-one meetings and organizing one-to-many activities across multiple clients. That means you can leverage your resources in a way to be able to keep multiple levels of stakeholders in the same time.
