Customer Success Lead (CSL) Team Overview

Overview

The Customer Success Lead (CSL) Team ensures clients’ campaigns are set up for long-term success and helps them see a return on investment. The team focuses on:
- Campaign setup and optimization
- Introducing clients to the Business Management Platform (BMP)
- Ensuring clients are engaged with their services
- Driving client adoption and retention

Once a client’s campaign reaches a stable point, they “graduate” from working with the CSL team and transition to ongoing account management.

1. What is an Intro Call?

The Intro Call is the first interaction between the CSL team and the client.

- Purpose:

• Build rapport and trust with the client.
• Set clear expectations on services and communication.
• Ensure the client understands the value of their campaign.
• Guide the client toward adopting the BMP for long-term success.

- Timing:

• The client has already worked with the Campaign Creation Specialist and Software Specialist.
• In some cases, the Software Specialist meeting happens after the Intro Call—this is okay!

2. Why is the Intro Call Important?

- Clients should feel confident that choosing Townsquare Interactive (TSI) was the right decision.
- A strong first interaction builds trust, transparency, and collaboration.
- A client fully engaged in their campaign and BMP is more likely to achieve long-term success.

3. The Structure of the Intro Call

Call Agenda

- Introduction – Who we are and how we support them.
- What’s Been Done – Review completed campaign setup steps.
- What’s in Progress – Any ongoing SEO or website work.
- What’s Next – Discuss first reporting and future updates.
- Outstanding Items – Identify missing credentials or pending tasks.
- Closing – Address final questions and confirm next steps.

Introduction Script

"Hi [CLIENT], my name is [YOUR NAME], and I’m one of the Customer Success Leads at Townsquare. I’m so excited to work together! How’s your day been so far?"

"You’ll be working with our Customer Success team for your campaign strategy and Business Management Platform (BMP). We’re a team based in Charlotte, with strong ties to small businesses. Some of us have even owned businesses, so we know how important your online presence is. We’re here to help you succeed!"

What’s Been Done (Campaign Setup Recap)

- Initial SEO Optimization – Meta descriptions, title tags, local business schema.
- Directories Optimization – Keywords, services, logos, descriptions, contact info.
- BMP Setup – App download, client import, and contact sync.

Script Example:
"Your website went live earlier this week, and we’ve already laid important groundwork for your campaign. We’ve optimized your website for search visibility, completed directory listings, and set up your BMP account. Have you had a chance to download the BMP app?"

• If NO: Walk them through the process.
• If YES: Reinforce its importance and discuss next steps.

What’s in Progress (SEO & Other Services)

"Now that everything is running, we’ve started the SEO process. SEO is a long-term strategy, not an instant product. Our goal is to keep refining your campaign so Google understands your services and locations. We’ll make updates as needed to improve your visibility."

What’s Next (Reporting & Communication)

- First Report (30 Days In):

• The first report sets a baseline—it may look rough, but that’s expected.
• After the first report, we will refine the strategy with SEO expansions, content additions, and website updates.
• Clients can review the report with our team via phone, email, or scheduling a call.

- Ongoing Communication:

• Clients can call, email, or schedule appointments for any questions.
• Encourage active participation in their campaign.

Outstanding Items (Final Tasks Before Full Optimization)

Some accounts require client action before the campaign is fully optimized. Examples:
- Facebook Access – Ensure the page is connected.
- Google Business Profile (GBP) Verification – Sync to Uberall.
- Targeting & Pixel Setup – Confirm with the client.
- Competing Websites – Address any duplicate sites.

Example Script:
"I see that your Google Business Profile still needs to be verified. Do you have the Gmail login handy? If not, I can walk you through the process now."

Closing the Call

✔ Ask if they have any final questions.
✔ Thank them for their time and business.
✔ Send a follow-up email summarizing key points.

Example Script:
"Are there any other questions you have for me today? Great! I’ll send a follow-up email with everything we discussed. Please don’t hesitate to reach out if you need anything. We really appreciate your business, and we’re excited to help your campaign succeed!"

4. CSL Team Best Practices

Non-Negotiables

✅ Professionalism – Avoid slang, internal terminology, or informal language.
✅ Solution-Focused Mindset – Be proactive and creative in solving issues.
✅ First Call Resolution (FCR) – Address as much as possible in one call.
✅ No Loose Ends – Ensure every question is answered, and next steps are clear.
✅ Always Thank the Client – Expressing gratitude fosters a positive relationship.

Exception: If the client is canceling, adjust the messaging to reassure and attempt to win back their business.

5. CSL Performance Metrics (Audit Criteria)

CSLs are evaluated based on client adoption and engagement:

6. Tips & Takeaways

✔ Get the client excited about their campaign! Address any concerns or buyer’s remorse.
✔ Be detailed and thorough – This is the foundation for their success.
✔ Adapt as needed – Every call may follow a different order, and that’s okay.
✔ If they don’t regularly answer calls, focus on what you can complete NOW.
✔ Always send a detailed follow-up email to confirm next steps.

Final Thoughts

The CSL team is critical in setting clients up for success. By ensuring clients understand their campaign, adopt BMP, and stay engaged, we help drive long-term retention and positive outcomes.