CDE Playbook

This is a playbook for systematically exceeding client expectations. Not in a performative way. In a way that builds loyalty and turns clients into people who actively refer you. Use it as an internal guide and checklist at every project phase.

Purpose

To deliver memorable client experiences at every touchpoint. The kind that make people want to work with you again and tell others to do the same.

1. Principles of Client Delight

Proactivity: Anticipate what clients need before they have to ask. This is the difference between service and great service.

Personalization: Treat each client like the individual business they are, not like a template you're filling in.

Transparency: Be honest, open, and responsive. Always. Even when it's uncomfortable.

Reliability: Do what you said you would do. Every time. This sounds basic because it is. Most agencies still fail at it.

Appreciation: Regularly show gratitude for their trust. They chose you. That matters.

Surprise & Delight: Add unexpected touches that make a difference. Small things compound.

2. Client Journey Mapping

Map the full journey from first contact through project completion and beyond. Know where your touchpoints are so you can make each one count.

3. Delight Touchpoints & Engagement Opportunities

The goal is to make every stage feel intentional. Clients notice when someone is paying attention.

4. Personalization & Surprise Elements

Track client birthdays, business milestones, or achievements. A note at the right moment goes further than a discount ever will.

Customize deliverables and communications to match their style and goals. Generic feels lazy.

Include surprise add-ons: a free template, design tweak, bonus report. Something they didn't ask for but clearly needed.

Send relevant industry news, events, or tools tailored to their business. Show that you're thinking about them even when the meter isn't running.

5. Proactive Communication Framework

Set expectations early. Send a welcome email outlining process, timelines, and who to contact for what.

Weekly updates. Use a simple templated check-in. Email or video, whichever fits the client.

No surprises policy. Alert clients immediately when there's a risk, delay, or scope change. They'll forgive problems. They won't forgive being blindsided.

Celebrate progress. Recognize client wins publicly with their permission. It costs nothing and means a lot.

Use their preferred channel. Some clients live in email. Some prefer Slack or a quick call. Adapt.

6. Feedback, Appreciation & Relationship Building

After major milestones, ask for honest feedback. Use a form or a personal call, depending on the relationship.

Respond promptly and thoughtfully to every comment or concern. Speed matters.

Send a thank-you note after receiving feedback or a testimonial. Acknowledge the effort they put in.

Share successes. Tag or mention the client in case studies or social posts with their approval.

Invite clients to beta programs, webinars, or VIP groups. Deepen the relationship beyond transactions.

7. Client Recovery (When Things Go Wrong)

Acknowledge issues immediately. Never hide or minimize problems. Clients sense when you're dodging.

Own mistakes fully. Apologize sincerely. No hedging, no blame-shifting.

Present clear solutions. What are you doing to fix it? What are the next steps?

Offer a goodwill gesture when appropriate. Discount, free support, extra service. Something that shows you take the relationship seriously.

Follow up after resolution. Make sure they're actually satisfied and that trust is rebuilt.

How you handle problems often matters more than the problem itself.

8. Measurement & Continuous Improvement

Track what matters: NPS, repeat business rate, referrals, testimonials, time to resolve issues.

Review your delight touchpoints regularly. Are they still landing? Are they still relevant?

Run quarterly internal reviews to improve the process. What worked? What felt hollow? What should we add?

Ask clients directly how you can serve them better. They'll tell you if you ask.

9. CDE Implementation Checklist

Map each client's journey and identify critical touchpoints.

Personalize all onboarding and milestone communications.

Schedule and track delight actions: gifts, check-ins, follow-ups.

Set up templated weekly updates and milestone recaps.

Request and respond to feedback at each project phase.

Plan for at least one moment per project that genuinely surprises them.

Train the team on empathy, proactivity, and recovery.

Review and update this playbook quarterly.

10. Key Resources & Templates

A. Welcome Email

Hi [Client Name],

Welcome to [Agency Name]. We're excited to work together. Attached is your onboarding kit and key contacts. Let's get your kickoff call scheduled.

Looking forward to it.

[Your Name]

B. Weekly Update

Hi [Client Name],

Here's where we are this week:

Completed: [Milestones]

Up next: [Tasks]

Questions or needs: [Action required]

Thanks for the continued partnership.

[Your Name]

C. Delight Touchpoint Tracker

Simple tracking. Assign ownership. Don't let things slip through.

D. Feedback Request

Hi [Client Name],

We'd love your honest feedback on [project/milestone]. Your perspective helps us improve and serve you better.

Thanks for taking the time.

[Your Name]

E. Issue Recovery

Hi [Client Name],

We're sorry about [issue]. Here's what happened, what we're doing to fix it, and the next steps. We're committed to making this right.

[Your Name]

Final Note

Delight isn't a one-time gesture. It's a system. When every team member owns the client experience, advocacy and referrals happen naturally. Review this playbook regularly. Keep raising the bar.