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Client Engagement Plan Template

Updated: May 18

The following article outlines the structure of a client engagement plan and provides some additional supporting guidance on best practices for creating one. Download a Client Engagement Plan Template for free.

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a diagram of a plan

What Is a Client Engagement Plan?

A client engagement plan template is a structured framework or document that outlines how a business can effectively engage with its clients to improve relationships, enhance customer satisfaction, and potentially increase customer loyalty and retention. It outlines a comprehensive approach to engage clients effectively throughout their lifecycle with the company, from initial contact through to long-term retention.

What Is the Content of a Client Engagement Plan Template?

Typically, it will contain the following aspects;

  1. Executive Summary: An overview of the plan's goals, target clients, and the strategies to engage them.

  2. Client Analysis: Detailed profiling of the target client groups, including their needs, preferences, behaviour patterns, and how they currently interact with your services or products.

  3. Engagement Goals: Specific objectives the plan aims to achieve, such as increasing client satisfaction, enhancing loyalty, boosting retention rates, or driving sales.

  4. Engagement Strategies and Tactics: This section outlines the methods and activities planned to achieve the engagement goals. It may cover a wide range of tactics, including personalised communication, rewards and loyalty programs, client education initiatives, feedback mechanisms, and social media engagement.

  5. Communication Plan: A plan for how and when to communicate with clients, including the channels (email, social media, face-to-face meetings, etc.), frequency, and the type of content to be shared.

  6. Technology and Tools: Identification of the technology and tools required to support the engagement plan, such as CRM systems, analytics tools, and marketing automation platforms.

  7. Roles and Responsibilities: Clearly defined roles and responsibilities for team members involved in implementing the engagement plan.

  8. Timeline and Milestones: A schedule outlining when each aspect of the plan will be executed, along with key milestones to measure progress.

  9. Budget: An outline of the budget allocated for client engagement activities, detailing costs associated with each strategy or tool.

  10. Measurement and Evaluation: Criteria and metrics for assessing the effectiveness of the engagement strategies, including methods for collecting and analysing client feedback, sales data, and other relevant performance indicators.

  11. Risk Management and Contingency Plans: Identification of potential risks to the success of the engagement plan and strategies for mitigating these risks.

  12. Conclusion and Next Steps: A summary of the plan and the immediate next steps to begin implementation.

A Step-by-Step Guide to Creating a Client Engagement Plan

A screenshot of a client engagement plan template
The Client Engagement Plan Template

Step 1: Executive Summary

Begin with an executive summary that outlines the purpose of your Client Engagement Plan. This section should provide a snapshot of your goals, target clients, and the overarching strategies you intend to deploy to engage them. Essentially, it is a summary of everything that comes next for those too lazy to read the whole document.

Keep it concise and compelling to ensure stakeholders understand the plan's value.

Step 2: Client Analysis

Deep dive into who your clients are.

This step involves creating detailed profiles of your target client groups, highlighting their needs, preferences, and behaviours. Understanding these aspects is crucial for tailoring your engagement strategies effectively.

Typically, I'll create 'personas' - these might be either by groups or very detailed summaries of the type of client. It depends upon how you wish to approach it and the level of detail you would go to.

Here's a simple example using a Software-as-a-Service (SaaS) product and client groups;

Client Group




Interaction Patterns

Small Businesses (1 to 50 employees)

- Affordable pricing

- Customisable features

- Seek value for money

- Regularly use support services

- Easy integration

- Scalable solutions

- Research extensively before purchasing

- Prefer email communication

Mid-Sized Businesses (50+ Employees)

- Comprehensive features

- High-level customer support

- Value long-term relationships

- Frequent use of product demos

- Advanced analytics

- Reliability

- Willing to invest in quality

- Prefer phone and video calls


- Simplicity and ease of use

- Flexibility

- High focus on efficiency

- Often engage through social media

- Cost-effective solutions

- Quick setup

- Look for free trials or demos

- Prefer self-service options

Step 3: Engagement Goals

Specify what you aim to achieve with your Client Engagement Plan.

Goals can range from enhancing client satisfaction and loyalty to increasing retention rates or sales. Ensure these objectives are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

I strongly suggest OKRs (Objectives and Key Results), as they are a personal favourite of mine. Check out more details on writing OKRs here.

Here's an example of some engagement goals for the SaaS product;

Client Group


Key Results

Small Businesses

Increase product adoption and client satisfaction.

1. Achieve a 20% increase in product adoption within the first 6 months.

2. Enhance client satisfaction scores by 15%.

Mid-Sized Businesses

Strengthen long-term relationships and product utility.

1. Achieve a 30% increase in contract renewals.

2. Introduce advanced analytics features to 40% of mid-sized businesses within a year.


Enhance onboarding efficiency and expand user base.

1. Reduce setup time by 25% for new freelancer clients.

2. Increase the freelancer user base by 50% through targeted marketing and referrals over the next year.

Step 4: Engagement Strategies and Tactics

Outline the methods and activities you will use to meet your engagement goals.

This could include personalised communications, loyalty programs, client education efforts, feedback mechanisms, and leveraging social media.

Be creative and client-centric in your approach.

Here's a simplified version, just to get your thinking fired up;

Client Group



Small Businesses

Personalised Support

- Implement a dedicated support line for small businesses.

Customisation and Scalability

- Offer webinars and tutorials on customising and scaling the product to their needs.

Mid-Sized Businesses

Long-term Relationship Building

- Assign account managers to provide personalised service and support.

Product Utility Enhancement

- Conduct quarterly review meetings to discuss product enhancements and roadmap.

- Offer beta access to new analytics features for feedback and early adoption.


Efficient Onboarding

- Develop and share step-by-step guides and video tutorials for quick setup.

Community Building

- Create an online community platform for freelancers to share tips, tricks, and feedback.

Market Expansion through Referrals

- Introduce a referral program offering discounts or additional features for both referrer and referee.

Step 5: Communication Plan

Develop a communication strategy that details how and when you will reach out to clients.

This includes choosing the right channels (e.g., email, social media, face-to-face) and determining the frequency and type of content that will resonate with your audience.

I've created a more detailed communication plan and guidance here if you would like to explore it, but in the interests of keeping it simple, here's an example of what it could look like;

Client Group

Communication Goal



Content Focus

Small Businesses

Enhance product knowledge and support

Email, Webinars, Dedicated Support Line

Monthly emails, Quarterly webinars

Product updates, customization options, support tips

Mid-Sized Businesses

Foster long-term relationships and feedback

Personalised Emails, Phone Calls, Video Calls

Bi-monthly emails, Monthly calls

Product roadmap, new feature announcements, feedback requests


Streamline onboarding and promote community engagement

Social Media, Online Community, Email

Weekly social posts, Monthly emails

Setup guides, community highlights, referral program details

Step 6: Technology and Tools

Identify the technology and tools needed to support your engagement efforts.

This might involve investing in a CRM system, analytics tools, or marketing automation platforms.

The right technology can streamline your efforts and provide valuable insights into client behaviour.

Tool Category



Client Group(s)

CRM (Customer Relationship Management)

Salesforce, HubSpot

To manage client data, communication history, and engagement analytics.

All Client Groups

Communication Platforms

Slack, Zoom, Microsoft Teams

For direct communication, virtual meetings, and webinars with clients.

All Client Groups

Email Marketing Software

Mailchimp, Constant Contact

To design, send, and track email campaigns tailored to various client segments.

All Client Groups

Analytics and Reporting Tools

Google Analytics, Tableau

To analyze website traffic, client engagement levels, and the effectiveness of marketing strategies.

All Client Groups

Online Community Platform

Discourse, Mighty Networks

To build and manage an online community for freelancers, providing a platform for engagement and support.


Marketing Automation Platform

Marketo, Pardot

To automate marketing efforts and personalise client engagement at scale.

Small Businesses, Mid-Sized Businesses

Feedback and Survey Tools

SurveyMonkey, Typeform

To collect client feedback and conduct surveys for product improvement and client satisfaction.

All Client Groups

Help Desk Software

Zendesk, Freshdesk

To manage client support queries efficiently and improve support services.

Small Businesses

Project Management Tools

Asana, Trello

To manage and track the implementation of client engagement strategies and projects.

All Client Groups

Step 7: Roles and Responsibilities

Clearly define who within your organisation will execute each part of the plan.

Assigning specific roles and responsibilities ensures accountability and helps in the smooth implementation of the plan.



Client Group(s)

Client Success Manager

  • Oversee client onboarding process.

  • Maintain client relationships.

  • Collect and act on feedback.

All Client Groups

Account Manager

  • Provide personalised support and communication

  • Understand and meet client needs.

  • Drive contract renewals and upselling.

Mid-Sized Businesses

Marketing Specialist

  • Develop and execute email marketing campaigns.

  • Manage social media presence and engagement.

  • Coordinate webinars and educational content.

All Client Groups

Support Specialist

  • Address client support queries promptly.

  • Provide technical assistance.

  • Contribute to the knowledge base and FAQs.

Small Businesses, Freelancers

Community Manager

  • Build and manage the online community platform.

  • Engage users through regular content and discussions.

  • Foster a positive community environment.


Product Manager

  • Gather client feedback on product features.

  • Coordinate with the development team on product updates.

  • Communicate product roadmap to clients.

All Client Groups

Data Analyst

  • Analyse client engagement data.

  • Provide insights on client behaviour and preferences.

  • Measure the effectiveness of engagement strategies.

All Client Groups

Step 8: Timeline and Milestones

Establish a timeline for your plan, including key milestones.

This schedule will guide your efforts and help keep the team on track. Remember, flexibility is key as client needs and market conditions evolve.

Here's a simple outline of a plan. You might track the detail in a project tool like or




Client Group(s)

Launch Dedicated Support Line

Set up a dedicated support line for small businesses to provide personalised assistance.

Q1 2024

Small Businesses

Deploy CRM System

Implement a CRM system to better manage client relationships and data.

Q1 2024

All Client Groups

Initiate Email Marketing Campaigns

Start segmented email campaigns to engage different client groups with tailored content.

Q2 2024

All Client Groups

Host First Webinar Series

Conduct a series of educational webinars on product features and best practices.

Q2 2024

Small Businesses, Mid-Sized Businesses

Introduce Referral Program

Launch a referral program specifically designed for freelancers to encourage new sign-ups.

Q3 2024


Online Community Platform Go-Live

Officially launch the online community platform for freelancers.

Q3 2024


Mid-Year Review

Assess the effectiveness of engagement strategies and adjust plans based on feedback and data.

Q3 2024

All Client Groups

Advanced Analytics Feature Beta Release

Offer beta access to new analytics features to mid-sized businesses for early feedback.

Q4 2024

Mid-Sized Businesses

Year-End Client Satisfaction Survey

Conduct a comprehensive survey to measure client satisfaction across all groups.

Q4 2024

All Client Groups

Annual Engagement Strategy Review

Review overall engagement strategy effectiveness and plan adjustments for the next year.

Q4 2024

All Client Groups

Step 9: Budget

Outline the budget allocated for your client engagement activities. This should include detailed costs for each strategy or tool you plan to use.

A well-defined budget ensures your plan is realistic and financially viable.

I would create the budget, even a simple overview in a spreadsheet, and either link to it, or import the table into my user engagement plan, but here's a simple example of the kinds of costs you might consider;



Estimated Cost

Client Group(s)

CRM System Implementation

Costs associated with purchasing and setting up a CRM system to manage client data and interactions.


All Client Groups

Dedicated Support Line

Monthly fees for a dedicated phone line and support staff salaries.


Small Businesses

Email Marketing Software

Subscription fees for email marketing software to manage campaigns.


All Client Groups

Webinar Hosting

Fees for webinar platform subscriptions and guest speaker honorariums.


Small Businesses, Mid-Sized Businesses

Online Community Platform

Costs for building, launching, and maintaining an online community platform.

$5,000 initial + $300/month


Referral Program Implementation

Expenses related to setting up and promoting a referral program, including rewards.

$3,000 initial + variable rewards


Marketing and Promotional Materials

Creation of marketing materials, including digital ads, brochures, and social media content.


All Client Groups

Analytics and Reporting Tools

Subscription fees for analytics and reporting tools to measure engagement effectiveness.


All Client Groups

Training and Development

Costs for training staff on new tools and engagement strategies.


All Client Groups

Total Estimated Cost

$24,600 initial + ongoing costs

Step 10: Measurement and Evaluation

Define how you will measure the success of your engagement strategies.

This could include metrics such as client satisfaction scores, retention rates, and sales data. Regular evaluation allows you to adjust your plan as needed based on what’s working and what’s not.

If you've used OKRs in your goals, then you can add your measures there, but assuming you haven't or feel that they need to be expanded upon, then you can detail them here;



Client Group(s)

Client Satisfaction Scores

Use surveys and feedback tools to measure satisfaction levels among clients. Aim for improvement in scores year-over-year.

All Client Groups

Product Adoption Rates

Track the number of clients actively using the product or new features, especially after targeted engagement efforts.

Small Businesses, Mid-Sized Businesses

Renewal Rates

Measure the percentage of mid-sized businesses that renew their contracts as an indicator of long-term relationship strength.

Mid-Sized Businesses

Referral Numbers

Count the number of new clients coming through the referral program, indicating engagement and satisfaction among freelancers.


Support Interaction Satisfaction

Analyse feedback from support interactions to evaluate the quality and effectiveness of support services.

Small Businesses, Freelancers

Engagement Metrics (Email, Social Media, Webinars)

Track open rates, click-through rates, attendance, and participation in emails, social media, and webinars.

All Client Groups

Onboarding Efficiency

Measure the average time and steps required for new clients to fully onboard and start using the product.

All Client Groups

Community Engagement Levels

Monitor activity levels, posts, comments, and overall engagement within the online community platform.


Step 11: Risk Management and Contingency Plans

Anticipate potential risks to the success of your engagement plan and develop strategies to mitigate these risks.

I'd suggest focusing only on the big-ticket risks that would keep you up at night if they came to become a reality rather than listing everything you can think of.

Having contingency plans ensures you can navigate challenges without derailing your engagement efforts.

Risk Category

Potential Risk

Contingency Plan

Client Group(s)

Technology Failures

CRM system downtime or data loss.

Implement regular data backups and have a secondary system in place for immediate switch-over if needed.

All Client Groups

Engagement Strategy Misalignment

Engagement strategies do not resonate with targeted client groups.

Conduct regular feedback sessions with clients to gather insights and adjust strategies accordingly.

All Client Groups

Resource Constraints

Insufficient budget or manpower to execute the plan effectively.

Prioritize engagement activities based on ROI. Consider outsourcing or automating low-priority tasks.

All Client Groups

Compliance and Security

Data breaches or non-compliance with data protection regulations.

Regularly review and update security measures. Ensure all engagement tools comply with GDPR and other relevant regulations.

All Client Groups

Client Feedback

Negative feedback or low satisfaction scores.

Set up a rapid response team to address client concerns immediately. Use feedback to improve products and services.

All Client Groups

Market Changes

Shifts in market demand or competitive landscape.

Stay informed about market trends and competitor activities. Be ready to pivot engagement strategies to stay relevant.

All Client Groups

Step 12: Conclusion and Next Steps

Wrap up your plan with a summary of the key points and outline the immediate steps for moving forward.

This will ensure everyone involved is clear on the plan's objectives and their role in its execution.

I'm not going to draft that bit for you, but be absolutely clear about your next steps, in terms of "who", "what" and "when". It'll get your client engagement plan off to a strong start.

Some Dos and Don'ts of Creating a Client Engagement Plan


  1. Do Understand Your Audience Tailor your engagement strategies to meet different client groups' specific needs and preferences. Use data and feedback to inform your approach.

  2. Do Set Clear Ultra Clear, Measurable Objectives Ensure your engagement goals are SMART (Specific, Measurable, Achievable, Relevant, Time-bound) to facilitate clear direction and measurable outcomes.

  3. Do Choose the Right Tools Select technology and tools that integrate well with your existing systems and enhance your engagement efforts. Consider scalability and security (including GDPR) as key factors.

  4. Do Communicate Regularly Communication is the backbone of any delivery. Maintain open lines of communication with clients through their preferred channels. Regular, meaningful communication builds trust and strengthens relationships. That said over-communication to customers can be just plain irritating, so careful!

  5. Do Measure and Adjust Regularly review engagement metrics and feedback to assess the effectiveness of your strategies. Be prepared to adjust your plan based on what you learn. Slavishly following an inflexible plan is planing to fail.

  6. Do Involve Your Team Ensure roles and responsibilities are clearly defined. Engage your team in the planning process to leverage their insights and foster a sense of ownership. Plans made in isolation are a recipe for failure.


  1. Don't Overlook Client Feedback Ignoring client feedback can lead to missed opportunities for improvement and disengagement. Always listen to and act on feedback.

  2. Don't Underestimate the Budget Failing to allocate sufficient resources can hinder your engagement efforts. Ensure your budget realistically reflects the scope of your plan. Make sure key stakeholders review it for omissions and accuracy.

  3. Don't Ignore Data Privacy Always comply with data protection regulations when collecting and using client data. Breaching privacy laws such as GDPR can damage your reputation and lead to legal consequences.

  4. Don't Set It and Forget It A client engagement plan is not a one-time task but an ongoing process. Avoid the mistake of not regularly updating the plan to reflect changes in client needs or market conditions.

  5. Don't Rely Solely on Digital Communication: While digital channels are efficient, personal touches like phone calls or face-to-face meetings can significantly enhance client relationships.

  6. Don't Dismiss the Competition: Stay aware of your competitors' engagement strategies. Ignoring what others in the market are doing can leave you at a disadvantage.


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