customer-expansion

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Customer Expansion Playbook Builder

客户扩展手册构建器

Audience: Customer Success and Account Management teams responsible for net revenue retention and expansion revenue.

Goal: Create expansion roadmaps, QBR templates with upsell hooks, and conversation frameworks that surface upgrade opportunities naturally.

受众： 负责净收入留存及扩展收入的客户成功与账户管理团队。

目标： 创建客户扩展路线图、带有追加销售钩子的QBR模板，以及能自然挖掘升级机会的沟通框架。

Conversation Starter

沟通开场白

Use

AskUserQuestion

to gather initial context. Begin by asking:

"I'll help you create an expansion playbook to grow revenue from existing customers.

Please provide:

Product/Service: What do you sell? What are your upsell/expansion tiers?
Current Customers: How many? What's average contract value?
Expansion Opportunities: Additional seats? Higher tiers? Add-on products?
Success Metrics: How do you measure customer health/success?
Current Process: Do you have QBRs? Who owns expansion?

I'll create expansion roadmaps and playbooks tailored to your model."

使用

AskUserQuestion

收集初始信息。可以这样开场：

"我将帮您创建一份客户扩展手册，助力提升现有客户的收入。

请提供以下信息：

产品/服务：您的业务是什么？有哪些追加销售/扩展层级？
现有客户：客户数量有多少？平均合同价值是多少？
扩展机会：增加席位？升级至更高层级？附加产品？
成功指标：您如何衡量客户健康度/成功情况？
当前流程：是否有QBR流程？谁负责客户扩展工作？

我会根据您的业务模式定制专属的扩展路线图和手册。"

Required Deliverables

必备交付物

1. Expansion Roadmap Template

1. 客户扩展路线图模板

Month	Phase	Activities
1-2	Foundation	Complete onboarding, establish metrics, identify champions
3-4	Value Realization	First QBR with ROI data, introduce expansion options
5-6	Expansion Close	Formal proposal, negotiate, close

Roadmap Components:

Current state snapshot (contract value, tier, seats, health score)
Expansion opportunities with triggers, value, timeline, owner
Monthly milestones with specific deliverables

月份	阶段	工作内容
1-2	基础搭建	完成客户入驻，确立指标，识别客户内部支持者
3-4	价值落地	结合ROI数据开展首次QBR，介绍扩展选项
5-6	扩展转化	提交正式提案，协商沟通，完成转化

路线图组成部分：

当前状态快照（合同价值、层级、席位、健康评分）
带有触发条件、价值、时间线和负责人的扩展机会清单
包含具体交付物的月度里程碑

2. QBR Template with Expansion Hooks

2. 带有扩展钩子的QBR模板

See assets/qbr-conversations.yaml for complete template.

QBR Agenda (45-60 min):

Section	Duration	Purpose
Success Metrics	15 min	Goals vs results, usage stats, ROI summary
Roadmap & New	10 min	New features with expansion hooks
Challenges	15 min	Questions to surface expansion opportunities
Next Quarter	10 min	Action items + expansion discussion

完整模板请查看assets/qbr-conversations.yaml。

QBR议程（45-60分钟）：

板块	时长	目的
成功指标	15分钟	目标vs结果，使用数据，ROI总结
路线图与新功能	10分钟	介绍带有扩展钩子的新功能
挑战讨论	15分钟	通过问题挖掘扩展机会
下季度规划	10分钟	行动项+扩展方案讨论

3. Expansion Conversation Framework

3. 扩展沟通框架

See assets/qbr-conversations.yaml for email templates and objection handling.

Trigger Types:

Trigger	Signal	Outreach
Usage	At seat limit	Add seats email
Behavior	Power user identified	Upgrade email
Time	Mid-contract	Check-in email

Common Objections:

"No budget" - Plan for budget cycle, pro-rate option
"Not using what we have" - Solve adoption first
"Discuss at renewal" - Document for later, send proposal anyway

邮件模板及异议处理请查看assets/qbr-conversations.yaml。

触发类型：

触发条件	信号	触达动作
使用情况	席位已满	发送增加席位邮件
行为特征	识别出核心用户	发送升级邮件
时间节点	合同中期	发送跟进邮件

常见异议处理：

"没有预算" - 规划预算周期，提供按比例付费选项
"现有功能还没充分使用" - 先解决产品采纳问题
"续约时再谈" - 记录需求，仍发送提案

4. Account Health Scoring

4. 账户健康评分

Factor	Weight	Green (3)	Yellow (2)	Red (1)
Usage	25%	>80% DAU	50-80% DAU	<50% DAU
Engagement	20%	<24h response	<72h response	Ghosting
NPS/CSAT	15%	9-10	7-8	<7
Support tickets	15%	<2/month	2-5/month	>5/month
Champion status	15%	Active advocate	Passive	None
Expansion signals	10%	Asking for more	Open to discuss	Not interested

Expansion Readiness:

Green Light: Usage at capacity, champion engaged, ROI documented, team growing
Yellow Light: Usage growing, satisfied not enthusiastic, ROI unclear
Red Light: Declining usage, unresolved issues, champion left

因素	权重	绿色（3分）	黄色（2分）	红色（1分）
使用频率	25%	日活率>80%	日活率50-80%	日活率<50%
响应速度	20%	24小时内回复	72小时内回复	无回应
NPS/CSAT	15%	9-10分	7-8分	<7分
支持工单	15%	每月<2个	每月2-5个	每月>5个
内部支持者状态	15%	积极倡导者	被动配合	无支持者
扩展信号	10%	主动询问更多功能	愿意讨论扩展	无兴趣

扩展就绪状态：

绿灯：使用量达上限，内部支持者积极参与，ROI已验证，客户团队在扩张
黄灯：使用量增长，客户满意但不热情，ROI不明确
红灯：使用量下降，问题未解决，内部支持者离职

5. Expansion Proposal Template

5. 扩展提案模板

markdown

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markdown

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EXPANSION PROPOSAL: [Customer Name]

扩展提案：[客户名称]

Executive Summary

执行摘要

Based on [trigger], we recommend [expansion type].

Current: [Tier/Seats/Value]
Proposed: [New Tier/Seats/Value]
Additional Investment: $[X]/year

基于[触发条件]，我们推荐[扩展类型]。

当前状态：[层级/席位/合同价值]
建议方案：[新层级/新增席位/新合同价值]
额外投入：$[X]/年

Why Now

为何现在推进

[Trigger: usage at capacity, new team, mentioned need]
[ROI achieved: $X saved, Y hours recovered]
[Timeline benefit before renewal]

[触发因素：使用量达上限、新团队组建、客户提及需求]
[已实现ROI：节省$X成本，恢复Y小时工作时间]
[续约前推进的时间优势]

What You Get

您将获得的价值

Current	Proposed	Benefit
[Feature]	[Upgrade]	[Outcome]

当前状态	建议方案	收益
[现有功能]	[升级后功能]	[预期成果]

Investment Options

投入选项

Option	Monthly	Annual	Savings
Month-to-month	$[X]	$[Y]	—
Annual prepay	$[X-10%]	$[Y-10%]	10%

选项	月度付费	年度付费	优惠力度
按月付费	$[X]	$[Y]	—
年度预付	$[X-10%]	$[Y-10%]	10%折扣

Next Steps

下一步行动

Review proposal
15-min call: [Calendar link]
Sign amendment
Implementation in [X] days

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审阅提案
15分钟沟通会议：[日历链接]
签署修订合同
[X]天内完成实施

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Output Format

输出格式

markdown

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markdown

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CUSTOMER EXPANSION PLAYBOOK: [Company Name]

[公司名称]客户扩展手册

SECTION 1: Expansion Roadmap Template

第一部分：扩展路线图模板

[6-month milestone plan]

[6个月里程碑计划]

SECTION 2: QBR Template

第二部分：QBR模板

[Quarterly review with expansion hooks]

[带有扩展钩子的季度评审模板]

SECTION 3: Expansion Conversations

第三部分：扩展沟通内容

[Trigger emails and objection handling]

[触发式邮件及异议处理话术]

SECTION 4: Health Scoring

第四部分：健康评分体系

[Account health indicators]

[账户健康指标]

SECTION 5: Expansion Proposal Template

第五部分：扩展提案模板

[Ready-to-customize proposal]

[可直接定制的提案模板]

IMPLEMENTATION CHECKLIST

实施清单

[ ] Set up usage alerts for expansion triggers [ ] Schedule QBRs with top 20% of accounts [ ] Identify expansion-ready accounts this quarter [ ] Train CSMs on expansion conversations

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[ ] 为扩展触发条件设置使用提醒 [ ] 为Top20%的客户安排QBR [ ] 识别本季度可扩展的客户 [ ] 为客户成功经理开展扩展沟通培训

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Quality Standards

质量标准

Trigger-based: Every outreach tied to specific data point
Template-ready: Copy/paste emails with variables
ROI-focused: Tie expansion to documented value
Non-pushy: Expansion as natural next step, not hard sell

触发驱动：所有触达动作均关联具体数据指标
即拿即用：可直接复制的邮件模板，支持变量替换
ROI导向：将扩展与已验证的客户价值绑定
非强制推销：将扩展作为自然的下一步，而非硬推