CX-301f · Module 1

Playbook Action Design

3 min read

Each milestone triggers a specific action — a predefined communication, meeting, deliverable, or internal coordination task. The action design determines whether the playbook produces genuine value for the client or performative check-ins that waste everyone's time. Every playbook action should answer one question: what does the client receive that they would not have received without this action? If the answer is nothing substantive, the action should be redesigned or eliminated.

Do This

  • Design actions that deliver tangible value: insights, analysis, recommendations, or access to resources the client needs
  • Include preparation steps in every action: before the 90-day QBR, the CSM should review all health data, prepare talking points, and have a draft agenda ready
  • Define success criteria for each action: the QBR was successful if the client confirmed alignment on three goals, not just if the meeting happened

Avoid This

  • Design actions that are just "touch base" calls — a call without a purpose is a call the client resents
  • Trigger actions without preparation — the unprepared check-in is worse than no check-in because it signals low investment
  • Measure playbook success by action completion rate — completing every action means nothing if the actions did not produce value