Growth, Renewal & Client Health

What it covers

• Part A — Client Health & Feedback System (the engine: internal pulse + external NPS/value checks)
• Part B — Referrals
• Part C — Testimonials & Case Studies
• Part D — Expansion / Account Growth
• Part E — Contract Renewals

Working assumptions

• External scales: 1–5 value/expectations pulse during the build, 0–10 NPS during managed infrastructure.
• Cadence: build-phase pulse at kickoff, mid-build, and go-live; NPS at 30 days post-launch and each quarter with the QBR.
• Referral incentive: left as a placeholder — decide whether to offer one.

Two feedback streams running at all times: an INTERNAL pulse (what we think) and an EXTERNAL pulse (what the client tells us). Both live in Craft Brain so every account has a current health status.

A1 — Internal account pulse (team self-assessment)

Trigger

Every two weeks during a build, monthly during managed infrastructure.

Owner

Derek (with input from the dev team).

• Delivery on track? (vs milestones / locked dates)
• Are we delivering real value?
• Are we meeting the client's expectations?
• Relationship health (responsiveness, tone, trust)?
• Any risk flags? (silence, frustration, slow payments, stakeholder change)

Score each account GREEN / YELLOW / RED and log it in Craft Brain with a one-line note.

GREEN

Healthy. Eligible for growth plays (Parts B–D) when an external signal confirms.

YELLOW

Watch. Derek addresses the specific concern this week; note the plan.

RED

At risk. Escalate to Clinton immediately; run a save play (A4) before any growth ask.

A2 — External pulse during the build (lightweight)

At kickoff, at the mid-build check-in, and at go-live. Ask two quick questions plus one open comment, in Slack or a 1-question form:

• "Are we meeting your expectations so far?" (1–5)
• "Do you feel you're getting value?" (1–5)
• "Anything we should be doing differently?" (open)

A3 — External pulse: Managed Infrastructure (NPS)

30 days after go-live, then quarterly alongside the QBR.

• "How likely are you to recommend Craft to another business?" (0–10)
• "What's the main reason for your score?" (open)
• "What's one thing we could do to deliver more value?" (open)

PROMOTER (9–10)

Trigger a referral ask (Part B) and/or testimonial request (Part C). Best moment you'll get.

PASSIVE (7–8)

Nurture; look for an expansion fit (Part D); ask what would make it a 9–10.

DETRACTOR (0–6)

No growth asks. Escalate to Clinton and run the save play (A4) within 24 hours.

A4 — Save play (for RED internal status or DETRACTOR NPS)

1. 1Acknowledge fast (within response-time standards) — the client should feel heard, not managed.
2. 2Get specific on the gap; confirm you understand it.
3. 3Agree a concrete fix with a date; over-communicate progress.
4. 4Close the loop: confirm it's resolved and re-check the pulse.
5. 5Only once health recovers do growth asks come back on the table.

A5 — Signal-to-play map

GREEN + Promoter

Referral + Testimonial.

GREEN/Yellow + Passive

Expansion conversation.

Utilization high / new pain / new locations

Expansion (Part D), regardless of survey timing.

Renewal window (90 days out)

Renewal sequence (Part E), with health status informing the approach.

Red / Detractor

Save play first; pause all asks.

Trigger

Promoter NPS, a clear win/milestone, 6+ months in, or right after resolving a tough issue — confirmed against GREEN health.

Owner

Derek makes the ask in context; Clinton supports outreach if helpful.

1. 1Make the ask verbally in a positive moment — don't lead with a form.
2. 2Make it effortless: short forwardable email, calendar link, one-page success summary.
3. 3Offer to handle the initial outreach once they name someone.
4. 4Log the referral and its source in Craft Brain; feed it into the Front-End Playbook at Stage 0 — and remember to credit the referring client.
5. 5Follow up so it doesn't fall through the cracks.

Trigger: after a major project win, strong measurable ROI, a Promoter NPS, or during a QBR.

Formats (easiest first)

• Written testimonial (easiest)
• LinkedIn recommendation (professional reach)
• Video testimonial (highest impact)
• Case study participation (most detailed)

Prompt questions

• What problem were you facing before working with Craft?
• What did we build / change, and how did it go?
• What results have you seen? (numbers if possible)
• What would you tell another business considering Craft?

Trigger: system utilization high, client hitting goals ahead of plan, new team members or locations, new pain points surfaced in check-ins, or a Passive NPS looking for more value.

1. 1Spot the signal (often in a QBR or a pulse check) and confirm health is GREEN/Yellow.
2. 2Frame the opportunity with the expansion script (below) — observation first, not a pitch.
3. 3If there's interest, scope and price through the FRONT-END process: a new build runs through Scope & Price → Proposal & SOW; a smaller addition to a current build runs through the Change Order process. Either way it gets its own SOW or change order — never absorbed for free.
4. 4Log the opportunity and value in Craft Brain.

Expansion conversation framework

Observation

"I noticed {{trend/metric/situation}}."

Implication

"That likely means {{business impact/opportunity}}."

Solution

"We've helped other clients handle this with {{service/approach}}."

Outcome

"Typically that results in {{benefit/ROI}}."

Next step

"Want me to put together a quick overview of how it'd work for you?"

Trigger: renewal window opens — 90 days before the managed-infrastructure minimum term ends (see SOW Standard Terms 3.5).

Renewal timeline

Day 90

Value review — present ROI and results to date; reinforce the win.

Day 60

Renewal discussion + any expansion opportunities.

Day 30

Terms and negotiation.

Day 14

Final agreements and documentation.

Day 1

Seamless transition into the new term.

Health-informed approach

GREEN / Promoter

Confident renewal + expansion conversation.

Yellow / Passive

Lead with the value review; resolve concerns before talking terms.

Red / Detractor

Run the save play first; do not open renewal terms until health recovers.

Kickoff (Day 1)

External pulse (baseline); internal pulse starts.

Mid-build

External pulse; internal pulse (bi-weekly).

Go-live

External pulse; confirm value delivered.

30 days post-launch

First NPS; trigger plays by score.

Monthly (managed infra)

Internal pulse; monthly performance summary; act on Yellow/Red.

Quarterly (QBR)

NPS + value review; referral/testimonial/expansion plays for Promoters.

90 days pre-renewal

Start the renewal sequence (Part E).

Any time

Utilization/new-pain signals → expansion; Red/Detractor → save play.