Is it...
1. Clear?
2. Concis
e?
3. Comp
lete?
4. Corre
ct?
5. Consis
te
nt?
Creating a Customer Rollout Plan
Using the Five Cs
CHEATSHEET
Pro Tip:
Who is Responsible for
Customer Success?
Everyone in a company is ultimately
responsible for customer success
directly and indirectly. This also means
everyone is responsible for revenue.
Download the Revenue Funnel Science
Cheatsheet which outlines a framework
to leverage and create this type of
accountability company-wide.
What is a Rollout Plan?
Think of a rollout plan as a company’s way of rolling
out the red carpet for new customers. It’s similar to
a customer service or account management plan,
however, this plan ideally sets the stage for a longterm relationship.
Why it Matters?
Customers choose to work with companies who
can solve their problems, and whether the solution
creates efficiencies, saves time or provides insights,
a Customer Rollout Plan sets the stage for how
effectively a company will deliver on its promise.
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Who is the Customer Rollout Plan For?
While the name, Customer Rollout Plan, implies it’s for customers, the rollout plan is also for every position in
the company who is responsible for creating a successful experience for the customer.
Customers
The rollout plan helps
companies communicate the
expectations and requirements
for success to its newest
clients, but more importantly, it
should define and verify what
success looks like for the client.
It ensures both parties are on
the same page from the start of
the relationship.
Account Managers
Customer success is account
manager success. Account
managers and representatives
are often the main point of
contact for customers and
the rollout plan ensures these
team members have a clear
understanding of what is
expected to ensure their client’s
success.
Operations, Technical
& Support Teams
Whether a company is selling
a product or service, the
operations, technical and
support teams are behind the
scenes making sure what the
customer is sold delivers on the
promise. The rollout plan makes
certain all team members
understand what clients need
and expect. They may or may
not be the main contact like an
account manager, but support
or technical staff are often
the key to fixing, adjusting or
monitoring services or dealing
with product issues.
Just as client needs evolve,
a company’s products or
services evolve. These types of
teams are tasked with creating
a seamless transition to a
better experience or improved
product.
Creat i ng a C usto mer Ro llo u t P la n U s in g th e F i ve C s
Marketing & Sales
The first contact with
future customers begins
with marketing or sales.
These team members are
building a company’s brand
and selling a promise. The
customer’s journey really
starts with the buyer’s journey.
When marketing and sales
understand the rollout plan,
future clients are sold a product
or service with no surprises.
Leadership & Finance
New clients typically mean
more resources. Rollout plans
can assist leadership and
finance to align resources
and budgets. Rollout plans
demonstrate what is required.
New business brings more
revenue. Company leaders and
finance are able to invest in
the right areas for successful
revenue growth.
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The Five Cs
Checklist
When creating a Customer Rollout Plan, a great framework is the Five Cs: clear, concise,
complete, correct and consistent. The construction industry recommends this type of
checklist for writing specifications. Since building a great customer experience has
many similarities to constructing a building, this checklist can help ensure the Customer
Rollout Plan meets the long-term needs of clients and the company.
Is it Clear?
Clear rollout plans are written and formatted
to ensure clarity. The expectations for what
success looks like is written explicitly and without
vagueness or ambiguity. This makes certain all
parties understand the required deliverables and
their role in making it happen.
Companies do their best to make products and
services that are easy to use and implement.
However, internal terminology, acronyms and
jargon should be avoided or, if necessary,
explained. It is also important for the rollout plan
to align with the contract documents, but leave
that type of language for the contract whenever
possible.
Formatting can often be overlooked in
documents, but it’s important because it provides
visual clarity. Take the time to break up text with
headers, bulleted lists, tables and sidebars. This
allows clients to efficiently scan to sections of the
rollout plan that reference a specific need.
SOURCE: U.S. Department of Transportation,
Basic Specification Writing Principles (“Five Cs”
of Good Specification Writing), www.fhwa.dot.gov.
Creat i ng a C usto mer Ro llo u t P la n U s in g th e F i ve C s
Clear Checklist
□□ Are roles and responsibilities clearly
established?
□□ Is all information essential?
□□ Does it include explanations?
□□ Is consistent terminology used
throughout the rollout plan
(and contract documents)?
□□ Is all terminology defined?
□□ Has all unnecessary legal and technical
jargon been eliminated to the best
extent possible?
□□ Are requirements expressed using plain
and well-understood terminology?
□□ Has all information been provided or
otherwise appropriately referenced?
□□ Are all abbreviations and
acronyms defined?
□□ Could punctuation cause
misinterpretation?
□□ Has all repetition been removed?
□□ Does the format provide visual clarity?
○○ Headings
○○ Short paragraphs
○○ Vertical lists
○○ Tables
○○ Related items grouped
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Is it Concise?
Is it Complete?
Concise rollout plans ensure quality and
efficiency. This is not the place to bury them with
information that is unnecessary. One key aspect
is to organize the information in a way that makes
sense for the customer (e.g. a timeline of events,
types of services, varying products, training or
implementation schedules). Redundancy makes
for more reading, but might create a conflicting
message. If needed, reference information instead
of repeating. One key to concise, short sentences
is using an active voice, which also ensures clarity
regarding who is responsible. Below is a passive
versus an active sentence.
The complete picture needs addressed in the
rollout plan – yet still be concise. Providing clients
everything they need to know without overwhelming
them is a balancing act. When possible, use
lists and tables to break up information for
easier digestion. To increase understanding,
use examples of documents, screen captures
or visuals. An appendix to reference backup
information is useful for customers who want or
need further documentation, but still helps keep the
content of the rollout plan concise.
Passive: Technical issues can be reported to the
Support Team at [email protected].
Active: Report technical issues to the Support
A complete rollout plan also addresses what will
happen if something is not defined. It will outline
what the process looks like for both sides to ensure
any unexpected issues or questions result in a
desirable outcome for the client.
Team at [email protected].
Complete Checklist
Concise Checklist
□□ Is there redundant information?
□□ Is an active voice used to clearly
identify responsible parties?
□□ Can sentences be shortened to allow
for better understanding?
□□ Can any unnecessary adjectives
and adverbs that do not add to the
meaning be eliminated?
Creat i ng a C usto mer Ro llo u t P la n U s in g th e F i ve C s
□□ Does it provide the information
necessary to enable both the client
and the company to work efficiently
and effectively to the desired
outcomes?
□□ Does it provide backup information
or examples of what clients can
expect? (e.g. monthly, quarterly and
annual reports, goal setting, budget or
documentation)
□□ Does it define how to deal
with omissions, ambiguities or
inconsistencies?
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Is it Correct?
A correct rollout plan needs to align with a
company’s promise. It must accurately describe the
deliverables for each customer. This aspect of the
plan is where marketing, sales, account managers,
operations and finance serve as internal subject
matter experts to “fact check” the rollout plan. Their
review and sign off ensures an accurate description
of how service expectations were marketed and
sold, and how they will be serviced, invoiced and
met overall.
Is it Consistent?
Every customer is different, so every rollout plan
should vary. Customers require a customized one
based on their specific needs. Rather than start
from scratch, build a rollout plan template that is
repeatable and scalable. Create the template with
the mindset of future flexibility.
Enforcing the rollout plan, however, should be
inflexible. If its not consistently used, referenced and
enforced, then it can become ineffective.
Correct Checklist
□□ Is the plan accurate and factual?
□□ Does it describe deliverables?
□□ Has relevant internal subject matter
experts reviewed and verified it for
accuracy?
Consistent Checklist
□□ Is language selection, usage, format
and organization consistent in order
to prevent conflicts and ambiguities?
□□ Is the company prepared to execute
this plan? If not, how will the company
enforce it?
Revenue Accountability
The Customer Rollout Plan is just one way a
company can align its teams to focus on securing
future revenue. Adopting the Revenue Funnel
Science methodology can assist in formalizing this
mindset. Download our digital book, “The Ultimate
Guide to Revenue Funnel Science,” to learn how this
critical discipline can create a predictable future.
DOWNLOAD BOOK
Creat i ng a C usto mer Ro llo u t P la n U s in g th e F i ve C s
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