Client Engagement Plan Template

The following article outlines the structure of a client engagement plan and provides some additional supporting guidance on best practices for creating one. Download a Client Engagement Plan Template for free.

A client engagement plan template is a structured framework or document that outlines how a business can effectively engage with its clients to improve relationships, enhance customer satisfaction, and potentially increase customer loyalty and retention. It outlines a comprehensive approach to engage clients effectively throughout their lifecycle with the company, from initial contact through to long-term retention.

Typically, it will contain the following aspects;

Begin with an executive summary that outlines the purpose of your Client Engagement Plan. This section should provide a snapshot of your goals, target clients, and the overarching strategies you intend to deploy to engage them. Essentially, it is a summary of everything that comes next for those too lazy to read the whole document.

Keep it concise and compelling to ensure stakeholders understand the plan's value.

Deep dive into who your clients are.

This step involves creating detailed profiles of your target client groups, highlighting their needs, preferences, and behaviours. Understanding these aspects is crucial for tailoring your engagement strategies effectively.

Typically, I'll create 'personas' - these might be either by groups or very detailed summaries of the type of client. It depends upon how you wish to approach it and the level of detail you would go to.

Here's a simple example using a Software-as-a-Service (SaaS) product and client groups;

Specify what you aim to achieve with your Client Engagement Plan.

Goals can range from enhancing client satisfaction and loyalty to increasing retention rates or sales. Ensure these objectives are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

I strongly suggest OKRs (Objectives and Key Results), as they are a personal favourite of mine. Check out more details on writing OKRs here.

Here's an example of some engagement goals for the SaaS product;

Outline the methods and activities you will use to meet your engagement goals.

This could include personalised communications, loyalty programs, client education efforts, feedback mechanisms, and leveraging social media.

Be creative and client-centric in your approach.

Here's a simplified version, just to get your thinking fired up;

Develop a communication strategy that details how and when you will reach out to clients.

This includes choosing the right channels (e.g., email, social media, face-to-face) and determining the frequency and type of content that will resonate with your audience.

I've created a more detailed communication plan and guidance here if you would like to explore it, but in the interests of keeping it simple, here's an example of what it could look like;

Identify the technology and tools needed to support your engagement efforts.

This might involve investing in a CRM system, analytics tools, or marketing automation platforms.

The right technology can streamline your efforts and provide valuable insights into client behaviour.

Clearly define who within your organisation will execute each part of the plan.

Assigning specific roles and responsibilities ensures accountability and helps in the smooth implementation of the plan.

Establish a timeline for your plan, including key milestones.

This schedule will guide your efforts and help keep the team on track. Remember, flexibility is key as client needs and market conditions evolve.

Here's a simple outline of a plan. You might track the detail in a project tool like Monday.com or Asana.com.

Outline the budget allocated for your client engagement activities. This should include detailed costs for each strategy or tool you plan to use.

A well-defined budget ensures your plan is realistic and financially viable.

I would create the budget, even a simple overview in a spreadsheet, and either link to it, or import the table into my user engagement plan, but here's a simple example of the kinds of costs you might consider;

Define how you will measure the success of your engagement strategies.

This could include metrics such as client satisfaction scores, retention rates, and sales data. Regular evaluation allows you to adjust your plan as needed based on what’s working and what’s not.

If you've used OKRs in your goals, then you can add your measures there, but assuming you haven't or feel that they need to be expanded upon, then you can detail them here;

Anticipate potential risks to the success of your engagement plan and develop strategies to mitigate these risks.

I'd suggest focusing only on the big-ticket risks that would keep you up at night if they came to become a reality rather than listing everything you can think of.

Having contingency plans ensures you can navigate challenges without derailing your engagement efforts.

Wrap up your plan with a summary of the key points and outline the immediate steps for moving forward.

This will ensure everyone involved is clear on the plan's objectives and their role in its execution.

I'm not going to draft that bit for you, but be absolutely clear about your next steps, in terms of "who", "what" and "when". It'll get your client engagement plan off to a strong start.

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