Customer Lifecycle Communications Map

This is the blueprint for how and when we communicate with a client across their entire lifecycle. It defines what gets built (much of it automated through Craft Brain / the Client Portal) and what stays personal.

The message copy itself lives in the relevant playbooks; this map assembles the touchpoints so nothing is missed and the experience is consistent.

Principles

• Proactive, not reactive — the client hears from us on a known rhythm, before they have to ask.
• Right channel for the message — routine / status in the portal + Slack; meaningful moments by call or personal note.
• Automate the routine, personalize the meaningful — milestone alerts, reports, and surveys are automated; handoffs, reviews, and asks are human.
• One voice — from kickoff onward, communication comes from Derek (the client's point of contact).

Channels

Portal

Client side of Craft Brain — see the Client Portal Spec for what it delivers.

Slack

Per-client channel.

Email

Announcements, summaries, and formal touchpoints.

Call (cal.com)

Kickoff, QBR, expansion, renewal, exit.

In-app / automated notification

System-generated from Craft Brain events.

Relationship handoff (Clinton → Derek intro)

Trigger

Closed-Won.

Channel

Email + Slack.

Owner

Clinton.

Template

Delivery Playbook (Phase 0).

Welcome + portal access granted

Trigger

Handoff complete.

Channel

Email + portal invite.

Owner

Derek (Auto-assisted).

Template

Delivery Playbook (Phase 1).

Onboarding checklist request (access, stakeholders, assets)

Trigger

Welcome sent.

Channel

Portal + Slack.

Owner

Derek / Auto.

Template

Delivery Playbook (onboarding checklist).

Kickoff invite + agenda

Trigger

Dates confirmed.

Channel

cal.com + portal.

Owner

Derek.

Template

Delivery Playbook (kickoff agenda).

Kickoff recap (scope, dates, cadence agreed)

Trigger

Kickoff held.

Channel

Slack / portal.

Owner

Derek.

Weekly progress update (shipped / next / need from you)

Trigger

Weekly, same day.

Channel

Slack + portal.

Owner

Derek (Auto-draft from Craft Brain, personalized).

Template

Delivery Playbook (weekly update).

Milestone-complete notification

Trigger

Milestone marked done.

Channel

Portal + Slack.

Owner

Auto.

Action-needed / blocker alert

Trigger

Client action outstanding.

Channel

Slack + portal task.

Owner

Derek / Auto.

Mid-build pulse check (1–5)

Trigger

~50% point.

Channel

Portal / Slack micro-survey.

Owner

Auto / Derek.

Template

Growth & Health Playbook (build pulse).

Change-order communications (acknowledge → options → approval)

Trigger

Out-of-scope request.

Channel

Slack + portal (or Lovable for the order).

Owner

Derek (Clinton for price).

Template

Delivery Playbook (change order).

Pre-launch review invite

Trigger

Build milestones complete.

Channel

cal.com + portal.

Owner

Derek.

Acceptance request (confirm build meets scope)

Trigger

QA passed.

Channel

Portal / Slack (or Lovable).

Owner

Derek.

Template

Delivery Playbook (Phase 5).

Go-live announcement + training materials

Trigger

Launch.

Channel

Portal (resources) + email + Slack.

Owner

Derek.

Go-live pulse check (value delivered?)

Trigger

Launch + days.

Channel

Portal / Slack.

Owner

Auto / Derek.

"You're live" transition + how ongoing support works

Trigger

Go-live / Managed Infrastructure Start Date.

Channel

Email + portal.

Owner

Derek.

Monthly performance summary

Trigger

Monthly.

Channel

Portal + email.

Owner

Auto (Derek reviews).

Template

Delivery Playbook (monthly summary).

Monthly optimization call invite (optional)

Trigger

Monthly.

Channel

cal.com + portal.

Owner

Derek.

NPS survey (0–10)

Trigger

30 days post-launch, then quarterly.

Channel

Portal survey + email.

Owner

Auto.

Template

Growth & Health Playbook (NPS).

Quarterly Business Review invite + recap

Trigger

Quarterly.

Channel

cal.com + portal.

Owner

Derek (Clinton joins).

Template

Delivery Playbook (QBR agenda).

Proactive issue / incident communication

Trigger

Monitoring alert / incident.

Channel

Slack + portal status.

Owner

Derek.

Support responses

Trigger

Client raises an issue.

Channel

Portal ticket / Slack.

Owner

Derek / dev.

Referral ask

Trigger

Promoter NPS / clear win.

Channel

Call + forwardable email.

Owner

Derek.

Template

Growth & Health Playbook (referral script).

Testimonial / case study request

Trigger

Major win / Promoter.

Channel

Call + email.

Owner

Derek.

Template

Growth & Health Playbook (testimonial email).

Expansion conversation

Trigger

Utilization / new pain / Passive NPS.

Channel

QBR / call.

Owner

Derek (Clinton prices).

Template

Growth & Health Playbook (expansion script).

Renewal sequence (Day 90 value review → 60 → 30)

Trigger

90 days pre-renewal.

Channel

Email + call + portal.

Owner

Clinton / Derek.

Template

Growth & Health Playbook (renewal email).

Payment-failure reminders (Day 1 → 3 → 7 → 14)

Trigger

Failed / late Stripe charge.

Channel

Email + portal billing.

Owner

Auto + Clinton.

Template

Offboarding & Payment-Failure SOPs.

Offboarding / cancellation comms + exit feedback

Trigger

Cancellation / non-renewal.

Channel

Email + call.

Owner

Clinton.

Template

Offboarding & Payment-Failure SOPs.

Cross-references

• Delivered largely through → Client Portal Requirements Spec.
• Message copy lives in → Delivery & Onboarding Playbook and Growth, Renewal & Client Health Playbook.
• Owners / escalation → Roles (RACI) & Tool / System Map.