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CDE Playbook
This is a detailed, in-depth Client Delight & Engagement (CDE) Template for agencies of any type—creative, marketing, dev, or consulting. This template is designed to help you systematically exceed client expectations, nurture loyalty, and turn clients into advocates. Use it as an internal playbook and checklist for implementation at every project phase.
Client Delight & Engagement (CDE) Playbook
Purpose
To consistently deliver memorable, above-and-beyond client experiences—at every touchpoint—creating loyal clients and long-term advocates.
Table of Contents
Principles of Client Delight
Client Journey Mapping
Delight Touchpoints & Engagement Opportunities
Personalization & Surprise Elements
Proactive Communication Framework
Feedback, Appreciation & Relationship Building
Client Recovery (When Things Go Wrong)
Measurement & Continuous Improvement
CDE Implementation Checklist
Key Resources & Templates
1. Principles of Client Delight
Proactivity: Anticipate client needs before they ask.
Personalization: Tailor interactions to each client’s preferences and business.
Transparency: Be honest, open, and responsive at all times.
Reliability: Consistently deliver on promises—every time.
Appreciation: Regularly show gratitude for the client’s trust and partnership.
Surprise & Delight: Add unexpected touches that make a difference.
2. Client Journey Mapping
Step 1: Map the full client journey, from first contact to project completion (and beyond).
Stage | Touchpoints |
|---|---|
Discovery & Proposal | Initial call, proposal, onboarding materials |
Project Kickoff | Welcome kit, kickoff meeting, timeline shared |
In-Project Delivery | Status updates, milestone reviews, feedback |
Completion & Handover | Handover session, training, post-launch check |
Ongoing Relationship | Check-ins, invites to events, value-adds |
3. Delight Touchpoints & Engagement Opportunities
Stage | Example Touchpoints & Delight Actions |
|---|---|
Pre-project | Send personalized welcome email + onboarding kit; share useful resources |
Kickoff | Gift branded swag, handwritten note, or access to a VIP resource |
Milestones | Share progress sneak peeks, celebrate mini-wins, send “thank you” notes |
Handover | Deliver a ‘wow’ presentation of deliverables; provide video walkthrough |
Post-project | 30-day check-in call, share new insights, offer free audit or consultation |
Anniversaries | Celebrate with a personalized message or small gift |
4. Personalization & Surprise Elements
Track and note client birthdays, milestones, or achievements.
Customize deliverables or communications with the client’s style and goals.
Include surprise add-ons: free template, design tweak, bonus analytics report, etc.
Send relevant industry news, events, or tools tailored to their business.
5. Proactive Communication Framework
Set expectations: Send a welcome email outlining process, timelines, and contacts.
Weekly updates: Use a templated check-in email or video recap.
“No surprises” policy: Immediately alert clients to risks, delays, or scope changes.
Celebrate progress: Recognize client wins—publicly with their permission.
Use the client’s preferred channel (email, Slack, phone, etc.) for key updates.
6. Feedback, Appreciation & Relationship Building
After major milestones, request honest feedback (use forms or personal calls).
Respond promptly and thoughtfully to every comment or concern.
Show appreciation: Send a thank-you note after feedback or testimonial received.
Share successes: Tag or mention the client (with approval) on social or in case studies.
Invite clients to beta programs, webinars, or VIP groups to deepen engagement.
7. Client Recovery (When Things Go Wrong)
Acknowledge issues immediately—never hide or minimize problems.
Own mistakes fully and apologize sincerely.
Present clear solutions and next steps for resolution.
Offer a goodwill gesture (discount, free support, or extra service) when appropriate.
Follow up post-resolution to ensure client satisfaction and rebuild trust.
8. Measurement & Continuous Improvement
Track key metrics: NPS, repeat business rate, referrals, testimonials, time to resolve issues.
Regularly review “delight” touchpoints for impact and relevance.
Run quarterly internal reviews to improve the CDE process.
Solicit client suggestions on how you can serve them better.
9. CDE Implementation Checklist
Map each client’s journey and note 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 “wow moments” in every project cycle.
Train team on empathy, proactivity, and recovery best practices.
Review and update playbook quarterly.
10. Key Resources & Templates
A. Welcome Email Template
Hi [Client Name],
Welcome to [Agency Name]! We’re excited to work together. Attached you’ll find your onboarding kit and key contacts. Let’s schedule your kickoff call!
B. Weekly Update Template
Hi [Client Name],
Here’s this week’s progress:
Completed: [Milestones]
Up Next: [Tasks]
Questions/Needs: [Action required]
Thank you for your continued partnership!
C. Delight Touchpoint Tracker
Client | Stage | Action (Gift/Note/Check-in) | Date Sent | Owner |
|---|---|---|---|---|
XYZ Co | Kickoff | Branded notebook | Jan 5 | Alex |
D. Feedback Request Email
Hi [Client Name],
We’d love your honest feedback on [project/milestone]. Your insights help us improve and serve you better. Thank you!
E. Issue Recovery Template
Hi [Client Name],
We’re sorry about [issue]. Here’s what happened, our proposed fix, and next steps. We’re committed to making this right.
Final Note
Delight is not a one-time act—it’s a system. When every team member owns the client experience, advocacy and referrals follow naturally. Review and evolve this playbook regularly to keep your agency’s standards high.
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