Client Offboarding

SOP: CSM Client Offboarding

Last Updated: March 2026 Version: 1.0 Owner: CSM

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Purpose

This SOP documents the CSM’s client offboarding process when a client cancels, contract expires, or payment is missed. Offboarding is a critical business moment: it’s an opportunity to save the relationship, preserve client data, document lessons learned, and maintain professional goodwill for potential future re-engagement.

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Triggers for Offboarding

Trigger 1: Client Requests Cancellation

Situation: Client initiates cancellation request

Timeline: Respond same day

Trigger 2: Contract Expires (Non-Renewal)

Situation: Client contract reaches end date without renewal

Timeline: 30 days before expiration, send renewal discussion email

Trigger 3: Non-Payment

Situation: Invoice unpaid after 15-30 days

Timeline: After final notice, escalate to Ops Lead for financial discussion

Trigger 4: Mutual Agreement

Situation: CSM and client agree to pause or end relationship (e.g., client putting business on hold)

Timeline: Immediate upon agreement

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Same-Day Response: Acknowledge & Listen

Trigger

• Client requests cancellation or announces decision to leave

Owner

• CSM (primary response)
• Ops Lead (if escalation needed)

Timeline

• Same day: CSM acknowledges and gathers information
• Within 24 hours: CSM escalates to Ops Lead if relationship-saving conversation needed

CSM Tasks

Task 1: Acknowledge Immediately

• Send email or Task Tracker message within 2 hours of cancellation request
• Subject: “Your Account Status – [Client Name]”
• Body:
  • “Hi [Name], I received your message about [cancellation/pausing service]. I want to make sure we understand what’s happening and explore all options.”
  • “Can we hop on a quick call today or tomorrow to discuss? I want to hear directly from you what’s leading to this decision.”
  • “I’m here at [phone] or feel free to reply to this email.”
  • Tone: Warm, not defensive, open to listening

Task 2: Listen & Gather Information — Offboarding Discussion Framework

• Schedule call with client within 24 hours

• Purpose: Understand root cause of cancellation, capture actionable feedback

• Conversation Steps:

  Step 1: Confirm Services Being Cancelled

  • “Just to confirm, you’re canceling [specific services: SEO, GBP, LSA, etc.] effective [date]?”
  • Document the exact services, final date, and any ongoing services

  Step 2: Understand Reason for Cancellation

  • Ask open-ended questions (do NOT pitch, defend, or argue):
    • “Can you tell me what led to this decision?”
    • “Was there something we could have done better?”
    • “Is it about rankings/results, communication/service/pricing, or something else?”
    • “Is this permanent, or are you looking to pause for a bit?”
    • “What would it take to keep you on with us?”
  • Listen actively, take detailed notes (exact words client used, specific complaints)
  • Document sentiment: frustrated? satisfied but budget-cut? ready to move on?

• Internal Notifications (CSM sends immediately after call):

  • Message to Paid Media (if applicable): “Client [Name] canceling [services] effective [date]. Asset transfer: [list any ad accounts, audiences, etc.]”
  • Message to SEO (if applicable): “Client [Name] canceling [services] effective [date]. Asset transfer: [list any content, audits, etc.]”
  • Message to Web (if applicable): “Client [Name] canceling [services] effective [date]. Website hosting/domain status: [to be transferred or retained]”
  • Message to Finance/Nick: “Client [Name] canceling effective [date]. Final service date: [date]. Pro-rata invoice needed: [yes/no]. Outstanding balance: $[amount]”
  • Format: Include client name, services ending, final service date, and any asset transfer requirements

• Account/Platform Actions (CSM or designated team member):

  • Pause/stop all ads: No further spend after final service date
  • Disable contact forms: Remove client business from lead capture (if GBP)
  • Remove tracking: GSC/GA4 data access transfer or retention per client request
  • GBP Transfer: Transfer ownership back to client OR transfer to new agency (if client provides written authorization)
    • Process: Client manager email or new agency’s GBP manager email
    • Verify: Client/new agency confirms access before Tekton account is removed

• Website/Hosting Actions:

  • Confirm: Does client retain website hosting with Tekton, or transfer to new provider?
  • If transferring: “New agency must contact our Web team directly to receive login credentials. We release access only with written/verbal authorization from you.”
  • Document transfer instructions and client authorization

• Billing Actions (CSM coordinates with Finance):

  • Calculate pro-rata charges if mid-month cancellation
  • Invoice outstanding work completed
  • Confirm final payment and settlement
  • Document: “Final invoice issued [date], payment received [date]” or “Outstanding balance: $[X]”

• Close-Out:

  • Update CRM/Task Tracker: Status = “Offboarded [date]”
  • Record cancellation reason in CRM notes
  • Send final confirmation email to client (see Phase 3 below for template)

• Escalation Matrix:

  • Level 1 (Design/Link/Domain/Host issues): CSM + Jakob (Web team lead) coordinate
  • Level 2 (Performance risk / strategy concern): Head of CS (Nick) + SEO team involved
  • Level 3 (Churn risk / payment issue): Nick + Finance immediate involvement

Task 3: Explore Save Opportunity (If Viable)

• If client seems open: Ask one clarifying question
  • “If we [addressed X concern], would you consider staying?”
  • Examples: “If we lowered the price by [amount]?” “If we shifted focus to [different strategy]?” “If we extended the timeline to [X months]?”
• If viable save option emerges: “Let me discuss with my team. Can I get back to you by [date] with a proposal?”
• If no save option or client is firm: “I understand. Let’s make sure we wrap things up properly and get you what you need.”

Task 4: Update Task Tracker

• Post detailed notes:
  • Date of cancellation request
  • Client’s stated reason(s)
  • Exact quotes if relevant
  • Client sentiment (frustrated? satisfied but leaving? budget-cut?)
  • Save opportunity (viable / not viable)
  • Next steps and timeline
• Tag: “Offboarding In Progress”

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If Saving the Relationship: Recovery Plan

Trigger

• Client indicates openness to staying if concern is addressed

Owner

• CSM + Ops Lead (joint decision)

Timeline

• Within 48 hours of conversation

Tasks

Task 1: CSM Proposes Recovery Plan to Ops Lead

• Message to Ops Lead in Task Tracker:

  [Client Name] is considering cancellation because [reason].
  
  Client would stay if we [address X concern].
  
  My proposal:
  - [Specific action 1]
  - [Specific action 2]
  - [Specific action 3]
  
  Cost impact: [none / $X additional / $X discount]
  Timeline impact: [none / extends by X weeks]
  
  Recommendation: [save or let go]

Task 2: Ops Lead Approves / Rejects Recovery Plan

• Ops Lead responds within 24 hours
• If approved: “Proceed with proposal. Get client to confirm.”
• If rejected: “Let’s proceed with graceful offboarding.”

Task 3: CSM Delivers Recovery Plan to Client

• Send recovery proposal to client within 48 hours of conversation
• Email or call, whichever feels appropriate
• Subject: “Proposal: How We Can Serve You Better, [Client Name]”
• Body:
  • Thank you for the honest feedback
  • “Here’s what we can do to address your concern: [specific commitments]”
  • “Timeline: We’ll have [deliverable] by [date]”
  • “New investment from you: [cost/scope change, if any]”
  • “Can you confirm if this works for you by [date]?”
• Tone: Confident, accountable, not begging

Task 4: Client Confirms or Declines

• If client confirms: “Great! I’m sending you a revised agreement [or just confirming in email]. Welcome to the next chapter together!”
  • Update contract or send confirmatory email
  • Resume normal service delivery
  • Document in Task Tracker: ”✅ Client retained. Recovery plan implemented.”
• If client declines: “I understand. Let’s make sure the transition is smooth.” → Proceed to Graceful Offboarding (see below)

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If Saving Fails: Graceful Offboarding

Trigger

• Client firm on cancellation
• Recovery plan declined
• Contract expires without renewal
• Non-payment after final notice

Owner

• CSM (primary)
• Ops Lead (oversight)

Timeline

• Days 1-14 of offboarding process

Phase 1: Documentation & Data Capture (Days 1-3)

Task 1: Final Performance Snapshot

• Capture final metrics as of offboarding date:
  • Current rankings (from Local Dominator)
  • Current organic traffic (from GA4, final month)
  • Current GBP metrics (views, actions, rating, review count)
  • Current LSA performance (if applicable)
  • Total results achieved during engagement (starting point vs. final)
• Create simple “performance summary” document
  • Save as PDF or word doc
  • Title: “[Client Name] — Final Performance Snapshot (as of [date])”
  • Include: Starting metrics, ending metrics, improvement %, duration of engagement
• File in client folder in shared drive or Task Tracker
• Example:

  Engagement Period: January 2025 – March 2026 (14 months)
  
  Ranking Performance:
  - Starting: 5 keywords in top 50
  - Ending: 12 keywords in top 20, 3 in top 3
  - Improvement: +140% keyword visibility
  
  Traffic Performance:
  - Starting: 200 organic sessions/month
  - Ending: 450 organic sessions/month
  - Improvement: +125%
  
  GBP Performance:
  - Starting: 4.2 stars, 20 reviews
  - Ending: 4.7 stars, 58 reviews
  - Reviews added: 38 (171% increase)

Task 2: Capture Learnings & Issues

• Create “offboarding summary” document in Task Tracker:
  • Why they left: Client’s stated reason(s)
  • Internal assessment: What we could have done better (if applicable)
  • Market factors: Was it external (budget cut, market conditions, competitor pressure)?
  • Relationship factors: Communication gaps? Expectation misalignment? Delivery delays?
  • Wins: What did go well (celebrate them, even if they’re leaving)
  • Lessons learned: What should we do differently with next clients in this industry/market?
• Example:

  CLIENT: Landscaping Company (Austin)
  DURATION: 8 months
  REASON FOR LEAVING: Budget cuts due to economic slowdown in their region
  
  What went well:
  - GBP performance exceeded expectations (+150% views, +45 reviews)
  - Client was happy with communication and responsiveness
  - Relationship was strong
  
  What we could improve:
  - Ranking timeline was longer than expected (market was very competitive)
  - Should have offered LSA earlier as alternative lead source
  - Could have proactively discussed budget-reduction options (smaller scope)
  
  Lesson for next landscaping client:
  - Assess market competition more rigorously in discovery
  - Lead with LSA option earlier in onboarding (gives faster ROI)
  - Discuss budget flexibility and tier options upfront

Task 3: Export Client Data

• Prepare data export package for client (optional, but good practice):
  • Current rankings (spreadsheet of top 100 keywords + positions)
  • Monthly reports (PDFs from engagement)
  • Performance metrics (traffic, GBP, LSA, if applicable)
  • Content list (blog posts, service pages, location pages created)
  • Social/GBP performance (monthly post counts, engagement)
  • Recommendations for future work (if applicable)
• Package in folder or ZIP
• Ask client: “Would you like me to send you a complete data export of your performance and the work we’ve done?”
• If yes: Send before offboarding is complete

Phase 2: Access Removal & Credential Transfer (Days 3-7)

Task 1: Audit Current Access

• Create checklist of all platforms client has access to (CSM should know from onboarding):
  • Search Atlas (GBP management)
  • Local Dominator (rank tracking)
  • BrightLocal (citation management)
  • Task Tracker (client portal)
  • GHL (if used for client communication)
  • GSC (Google Search Console)
  • GA4 (Google Analytics)
  • GBP (Google Business Profile — main manager access)
  • Any other client-specific platforms

Task 2: GBP Ownership Transfer

• CRITICAL: Transfer GBP manager role back to client
• Process:
  1. Contact GBP Specialist: “Client is offboarding. Need to transfer GBP ownership back to [client manager email].”
  2. GBP Specialist (or CSM if trained):
     • Log into Search Atlas
     • Go to client’s GBP settings
     • Add client manager email as “Primary” owner
     • Remove Tekton Growth manager email as owner (or downgrade to “Viewer”)
     • Verify client can access GBP
  3. Send email to client with login instructions:
     • “We’ve transferred your GBP back to your account. You can access it at [GBP URL] using [email]. If you have trouble logging in, let me know.”
  4. Wait for client confirmation that they can access
• Document in Task Tracker: ”✅ GBP ownership transferred to client on [date]”

Task 3: Remove Tekton Access from All Platforms

• For each platform (Search Atlas, Local Dominator, BrightLocal, Task Tracker):
  • Remove Tekton Growth user account or downgrade to “Viewer” (if client requests data access)
  • OR transfer admin rights to client if they want to maintain platform
  • OR simply deactivate Tekton user and provide client with admin/login instructions
• Document each removal:
  • Platform: [name]
  • Action: [removed / downgraded / transferred]
  • Date: [date]
• Example Task Tracker note:

  Access Removal Log:
  ✅ Search Atlas — Removed Tekton user, verified client can access as admin
  ✅ Local Dominator — Downgraded to Viewer (client requested data access post-engagement)
  ✅ BrightLocal — Removed Tekton user
  ✅ Task Tracker — Archived client portal

Task 4: Secure Data & Archive

• Remove any sensitive client credentials from active files
• Archive all client data securely:
  • Create folder: /archive/[Client Name] — Offboarded [Month Year]
  • Move all client files: reports, notes, performance data, recommendations
  • Keep accessible for reference/if client re-engages, but separate from active clients
• Document archive location in Task Tracker

Task 5: Notify Team of Access Removal

• Send message to team (Task Tracker or Slack):

  [Client Name] has offboarded effective [date].
  
  Access removed from:
  - Search Atlas
  - Local Dominator
  - BrightLocal
  - Task Tracker
  - GBP (transferred to client)
  
  Archive location: /archive/[Client Name] — Offboarded [Month Year]
  
  If you have questions, ping me.

Phase 3: Client Communication & Final Delivery (Days 5-10)

Task 1: Final Goodbye Email

• Send professional, warm goodbye email to client
• Subject: “Thank You, [Client Name] — Your Tekton Growth Journey”
• Body structure:
  • Thank you for the opportunity to work together
  • Summary of what was accomplished (2-3 wins)
  • Gratitude for collaboration
  • Open door for future (if appropriate)
  • Contact info for any questions
• Example:

  Subject: Thank You, [Client Name] — Your Tekton Growth Journey
  
  Hi [First Name],
  
  I wanted to take a moment to say thank you. It's been a pleasure working with you and your team over the past [timeframe].
  
  Here's what we accomplished together:
  - Grew your GBP from [X] to [X] reviews (a 150% increase)
  - Increased organic traffic by [X]%
  - Secured [X] new top 20 rankings in your core service area
  
  You built an amazing foundation for long-term SEO success. The momentum is there, and I'm confident your business will continue to grow.
  
  If you ever want to reconnect or have questions about your data, please don't hesitate to reach out. My door is always open.
  
  Best of luck with your business, [Name].
  
  Warm regards,
  [CSM Name]
  [Contact Info]

Task 2: Send Data Package (If Requested)

• If client requested data export:
  • Compile: rankings spreadsheet, reports, recommendations, content inventory
  • Package in PDF or folder
  • Send with brief note: “Here’s all your performance data and recommendations from our engagement. Use this as a roadmap for whoever manages your SEO next.”

Task 3: Process Final Invoice / Refund (If Applicable)

• Escalate to Ops Lead: “Client has offboarded. Any final billing or refund needed?”
• If partial month: Prorate invoice or refund as appropriate
• Document in Task Tracker with final billing status

Task 4: Close Task Tracker Client Portal

• Archive or deactivate client Task Tracker workspace
• Leave all notes intact (for future reference if they re-engage)
• Send final message to client: “Thanks again for everything. This workspace will remain accessible to you for reference.”
• Remove from active client list / dashboard

Phase 4: Post-Mortem & Lessons Learned (Days 10-14)

Task 1: Internal Post-Mortem Meeting

• Schedule meeting with Ops Lead (Nick) if relationship-ending issue (not just budget cut)
• Discuss:
  • Root cause of offboarding (fixable or external?)
  • Any service delivery gaps we should address
  • Any staffing or process changes needed
  • Likelihood of re-engagement (if budget improves, etc.)
• Document outcome in Task Tracker

Task 2: Add to “Lessons Learned” Log

• Create entry in “offboarding summary” document (centralized tracking):
  • Client: [name]
  • Industry: [industry]
  • Duration: [X months]
  • Reason for leaving: [client’s reason]
  • Internal assessment: [what we think happened]
  • Lesson: [specific insight for future clients in this industry]
  • Re-engagement likelihood: [high / medium / low]
  • Example:

    Client: ABC Plumbing (Austin, TX)
    Duration: 8 months
    Reason: Budget cut due to market slowdown
    Lesson: For service businesses in recession-sensitive markets, emphasize ROI metrics early. Consider offering tiered service levels so clients can scale down instead of cancel.
    Re-engagement: Medium (they said "call us when business picks up")

Task 3: Flag for Re-Engagement (If Viable)

• If client indicated they might return:
  • Add reminder to calendar: “Check in with [Client Name] in [3/6/12 months]”
  • Send check-in email at that time: “Hey [Name], just checking in. How’s business? Open to exploring SEO again when you’re ready.”
  • Keep client in “dormant” file (not active, but not forgotten)

Task 4: Update Cosmo (CRM) & Master Client List

• Update Cosmo record:
  • Status: “Offboarded [date]”
  • Reason: [stated reason]
  • Notes: [brief internal summary]
• Remove from “Active Clients” list / dashboard
• Update “Client List” master spreadsheet (if maintained)

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Offboarding Checklist

Use this to track offboarding completion:

Days 1-3: Documentation & Capture

• Same-day acknowledgment sent to client
• Conversation completed (phone/video call)
• Save opportunity assessed (viable / not viable)
• Task Tracker notes with client’s stated reason and sentiment
• Final performance snapshot captured (rankings, traffic, GBP)
• Learnings document created (what went well, what to improve)

Days 3-7: Access & Data Management

• GBP ownership transferred back to client (verified they can access)
• All platform access removed:
  • Search Atlas — removed/downgraded
  • Local Dominator — removed/downgraded
  • BrightLocal — removed
  • Task Tracker — archived
  • GHL — removed (if applicable)
  • GSC/GA4 — transfer or remove (if applicable)
• Client data packaged (if requested)
• Archive folder created with all client files
• Team notified of offboarding completion

Days 5-10: Client Communication

• Final goodbye email sent to client (professional, warm, grateful)
• Data package sent to client (if requested)
• Final invoice/refund processed (if applicable)
• Task Tracker portal archived/closed
• Client removed from active client list

Days 10-14: Post-Mortem

• Internal post-mortem meeting held (if applicable)
• Lessons learned documented in centralized log
• Cosmo/CRM updated (status: offboarded, reason, notes)
• Master client list updated
• Re-engagement reminder set (if applicable)
• Final Task Tracker tag: ”✅ Offboarding Complete”

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Offboarding KPIs

Track these metrics to ensure professional, smooth exits:

KPI	Target	Frequency	Owner
Same-day acknowledgment	100% within 2 hours	Per client	CSM
Conversation within 24h	100%	Per client	CSM
GBP transferred to client	100% before access removal	Per client	GBP Specialist / CSM
All access removed	100% within 7 days	Per client	CSM + team
Final goodbye email sent	100% by Day 10	Per client	CSM
Task Tracker archived	100% by Day 10	Per client	CSM
Lessons learned documented	100%	Per client	CSM
Re-engagement plan set (if viable)	100%	Per client	CSM
Total offboarding duration	14 days or fewer	Per client	CSM

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Handling Specific Offboarding Scenarios

Scenario 1: Client Wants to Pause (Not Cancel)

Situation: Client requests 3-month pause, plans to resume

Response:

1. Clarify: “So you want to pause service for [3 months], then resume in [month]? Just want to confirm.”
2. If yes: “Great. Here’s what happens: We’ll pause your active work, but keep your accounts and data secure. We’ll reach out in [month] to re-engage.”
3. Document: “Paused engagement — resumption target: [date]”
4. Set calendar reminder to re-engage at target date
5. Minimize access removal — keep platforms accessible, just pause active work
6. Send “welcome back” email at resumption target: “Hey, checking in as discussed. Ready to resume? Let’s catch up on what’s changed since we paused.”

Scenario 2: Client Unhappy with Results (Rankings Stuck)

Situation: Client says “Rankings haven’t improved in 3 months. We’re leaving.”

Response:

1. Listen: “I hear you. Rankings are what matters most. Let me understand what’s happening.”
2. Investigate:
   • Pull Local Dominator data — are they actually stuck or is the data showing progress?
   • Check for algorithm updates or external factors
   • Review strategy — are we targeting the right keywords for their market?
3. Be honest:
   • If stuck: “You’re right. The market is very competitive and we may have underestimated the timeline. Here are two options: [A] extend timeline with new strategy, [B] shift to LSA for faster leads, [C] pause and resume when we have new approach.”
   • If actually improving: “Actually, you’re up on these keywords. Let me show you…” (Data-driven conversation, not opinion)
4. Offer: “Can we do a full strategy reset? I’ll have our SEO lead deep-dive into your competition and recommend a new approach. If you’re not comfortable after that conversation, I understand.”

Scenario 3: Client Non-Payment

Situation: Invoice 30+ days overdue, final notice sent

Response:

1. CSM attempts collection: “Hi [Name], I notice the invoice from [date] is still outstanding. Can we get that cleared up? Is there a billing issue I should know about?”
2. If client promises to pay: Set follow-up date, send reminder
3. If client ignores: Escalate to Ops Lead immediately
   • Ops Lead attempts final contact
   • If still unpaid after final notice: Freeze account access (with notice to client)
   • Offboard per this SOP, with note: “Account frozen due to non-payment [date]”
4. Document: “Offboarded due to non-payment. Outstanding invoice: $[X] from [date].”

Scenario 4: Competitor Poaching Client

Situation: Client says, “We’re switching to [competitor agency]”

Response:

1. Ask genuinely: “What made you decide to switch? I want to understand what we could do better.”
2. Listen to their reasoning (don’t defend)
3. If viable: Offer counter (e.g., price reduction, strategy shift)
4. If client firm: “I understand. We’re always here if you want to come back. Wishing you success.”
5. Document: “Client switched to [competitor]. Reason: [stated reason].”
6. Follow-up (optional): 6 months later, send gentle check-in. “Hey [Name], just thinking of you. How’s it going with [competitor]? Open to reconnecting if things change.”

Scenario 5: Bankruptcy / Business Closure

Situation: Client shuts down business / files bankruptcy

Response:

1. Acknowledge: “I’m sorry to hear about [situation]. I understand.”
2. Simplify: Don’t worry about performance data, rankings, etc. Just be human.
3. Process: Remove access, archive data, send simple goodbye.
4. Document: “Business closure. No future re-engagement likely.”

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Preventing Unnecessary Offboarding

Early Warning Signs to Watch For

CSM should monitor and flag:

• ✅ Client engagement drops (fewer messages, cancelled calls)
• ✅ Satisfaction scores drop (during monthly satisfaction checks)
• ✅ Comments like “Is this really working?” or “Not seeing what we hoped”
• ✅ Payment delays (even small, first-time delays)
• ✅ Leadership changes (new decision-maker less committed)
• ✅ Budget talk (“Can we reduce the scope?”)

Intervention Strategy

If warning sign detected:

1. Week 1: Schedule call: “Hey, I noticed [signal]. Everything okay? Let’s catch up.”
2. During call: Ask directly: “Are you happy with our work? Any concerns?”
3. If concern identified: Work with Ops Lead on recovery plan (see “Recovery Plan” section above)
4. If no concern: “Good, just wanted to check in. Here are some wins coming up…”

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Related SOPs & Resources

• 00-client-lifecycle-playbook.md — Full client lifecycle context, escalation framework
• csm/README.md — CSM role overview
• csm/onboarding.md — P0 onboarding process
• csm/monthly-reporting.md — Monthly reporting (context for ongoing relationship)
• Task Tracker — Client communication and notes storage
• Cosmo (CRM) — Client status tracking
• Archive folder — Offboarded client storage

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Version Control:

• v1.0 (2026-03): Created as comprehensive offboarding guide for CSM. Covers cancellation save attempts, graceful exit process, access removal, data export, lessons learned documentation, and re-engagement strategy.