Scaled Unghosting Playbook

Unresponsive customers
Automated CTAs yield only 20% meeting booking rate. Manually created CTAs have more than double meeting booking rate, likely due to the warm handoff nature and personalized outreach. Investing effort into improving customer engagement will boost our meeting booking rate for the highest impact customer engagements. 

Why is it important? In 2024 and 2025 YTD only 15% of High Priority CTAs were completed successfully.

Over the Scaled BoB, this gives us the ability to impact millions of dollars in retention if we are able to drive customers to adopt. Simply put, by not making every effort to connect with these customers we are leaving money on the table.


 

Which CTA’s require unghosting efforts?
High Risk CTA’s that do not engage via outreach require completion of the unghosting process. 
This includes all of our Product Adoption CTA’s (Basic Tools & Rules and Suite Adoption) as well as the handful of renewal CTA’s deemed High Risk due to the customer’s CC score being Red (Annual, Monthly, Re-Engagement).
 

How to add the Unghosting Playbook
If your preliminary outreach efforts are unsuccessful in connecting with your High Priority customer, you must add and follow the Unghosting Playbook - Scaled to the CTA

• Navigate to the CTA > Tasks tab.
• Click Add Task > Replace Playbook.
• In the pop-up menu, search for Unghosting Playbook - Scaled, then click Replace.

The new Tasks will be added onto the CTA and you can begin to action them immediately. 

Resources:

• Slide Deck for scaled unghosting playbook:
  • Scaled Unghosting Playbook
• Zoom Recording of scaled unghosting playbook: Recording: https://zendesk.zoom.us/rec/share/oR17QUTm4UA9EHdO9oXrFzwU2gX7o8-y8gixz0k1SEo-vOL4nRW5HGtl08F3xOMc.3_Ckz2t5eNFtcggL
  • Passcode: MHR#i#2N