CSM scope in the pipeline

The Freshworks pipeline runs from New Lead all the way to Won. As a CSM, you own exactly two stages: Won (active client) and Churned (client who has offboarded). Everything before Won belongs to Sales. You never touch pre-Won stages, never move deals backward, and never edit Sales-owned fields (SDR rep, AE Owner, SDR Cycles). If you see an error in a pre-Won field, flag it to Sales — don’t fix it yourself.

Why the Deal record — not Contact or Account

Freshworks has three record types: Contacts, Accounts, and Deals. At Jumper Media, CSMs work exclusively in Deals. Every piece of client information — product, billing, risk level, call history, keyword links — lives on the deal record. When a client calls, the first thing you open is their deal.

The deal has three panels: the summary header at the top, the deal detail fields in the center, and the notes panel on the right showing the three most recent notes. Train yourself to read those notes before every call.

Why CRM hygiene = retention

Incomplete deal records lead to three things: missed renewal conversations, undetected churn risk, and failed handoffs between CSMs. A CSM with clean, up-to-date records never gets caught off guard on a call. This is not administrative work — it is client retention work.

The header panel

Every deal opens with a summary panel: Contact Name 1 (primary contact), Product Name (plan type), Email, Phone 1, Moonclerk Email, Sales Owner, Deal Value, Deal Pipeline. The notes panel on the right shows the three most recent notes — read these before picking up the phone.

Why logging is the job, not a side task

The Activities section is the account’s living history. If a senior CSM, CS Leader, or anyone opens a deal, the activity log tells them what has happened. A deal with sparse logs is a deal that has been neglected. A deal with comprehensive logs is a deal that is being managed.

The four elements of a complete note

Every note must answer four questions without the reader needing to ask follow-ups:

• Who was on the call? Names and roles of all participants
• What was discussed? Brief factual summary
• What was the outcome? Client sentiment, decisions, issues raised or resolved
• Next action + owner + date. A specific next step with a person and a date

Conversations tab

Sales Emails & Activities: the full email thread — outbound, inbound, and automated sequences (Calendly invites, payment reminders, welcome emails, BVI recap emails). Scan this before every client call. Clients often reference recent automated emails — knowing what they received builds trust.

Call Logs: call recordings and metadata, separate from the email thread. Use when you need to review exactly what was said on a specific call.

Two navigation sections

Business Management (left nav) — your primary workspace. Every assigned client account with keyword count and performance summary. 90% of your daily platform time lives here.

Keyword Templates (right nav) — pre-built keyword sets by vertical: HVAC, Dental, Legal, Plumbing, Auto Repair, and more. Use these as a reference before building or auditing any keyword list. Never start from scratch when a template exists for the vertical.

Client list columns

Business Name (with address), Plan Type, Keywords count, Performance % (Coverage % for the primary keyword), Client Email, Cancel and Activate buttons.

The Performance % column is your Book of Business health indicator. Scan it at the start of every week to surface accounts below threshold before they become escalations.

Left panel — Keywords

Tabs: Active (keywords currently tracking), Inactive (in system but not tracking), Deleted (removed — always check on inherited or underperforming accounts), All.

Keyword list columns: keyword name, Performance %, Status checkmark (green = tracking; missing = setup issue, flag immediately), Active toggle.

Your Rankings section: Shows ARP (Average Ranking Position) and Coverage % for the keyword you currently have selected. These numbers update as you click different keywords in the list above — they always reflect the selected keyword, not the campaign overall.

Center panel — History & Stats

History table: Shows each reporting date with Top 3 Rank % and Coverage % columns. This is your primary trend indicator. Compare rows moving forward in time — rising = positive momentum, declining = investigate.

Render Gif: Generates an animated visualization of the ranking spread across the geo-grid over time. Use this in review calls and client emails to show campaign progress visually.

Right panel — Geo-grid map

An overlay of circles on the client’s service area. Each circle = one geographic grid point. The number inside shows the ranking position from that location for the selected keyword.

ARP — Average Ranking Position

The average ranking position across all tracked keywords for the selected period. Lower is better — position 1 is the best possible result.

Never read ARP alone. A business could have ARP of 2 for one keyword while every other keyword shows N/A. Always pair ARP with Coverage % to get the complete picture.

Coverage %

The share of geo-grid map points where the business appears in the Top 3. A 60% Coverage means 60 out of 100 grid points show a Top 3 ranking.

This is the primary metric for client conversations because it maps directly to the guarantee: any grid point showing a Top 3 position is a §9.1 compliance win. The goal of every campaign is to grow Coverage % over the 90-day period.

Self-test: Freshworks fields from memory

Before opening anything, write down:

• The two CSM-owned pipeline stages
• Every Basic Information field and its update trigger
• Every Jumper Local — Account Management field and when to update it
• All 6 activity types and when to use each
• The 48-hour SLA rule

Then check your answers against Day 1 material. Any gap = review that section before moving on.

Self-test: Jumper Local from memory

Write down before opening the platform:

• The two navigation sections and what each contains
• All 5 filters and their response SLAs
• Every element in the left, center, and right panels
• Every action bar button and its purpose
• The definition of ARP and Coverage %
• All 4 geo-grid color states and what each means

📞 Call Prep Protocol (Before Every Client Call)

This is non-negotiable. A 5-minute prep prevents a 30-minute damage-control call.

📋 The 3 Call Types — Purpose & Structure

💲 Push Billing — Policy & Limits

A billing push pauses the client’s next charge for one month. It is a tool to retain clients at risk — not a default response.

🚫 Churn & Refund Request Flow

💬 Slack Channels — Use the Right One Every Time

⚡ Key Workflow Cheat Sheets

Upgrade Process (Community → City)

1. Get client’s MoonClerk link from their Freshworks Deal page
2. Post in #cs-jumper-local: “[MoonClerk link] – upgrade to City, please prorate”
3. Log upgrade in your Commission Sheet
4. Once billing confirmed: Dashboard → Settings → Plan Details → Switch to City

Keyword Request Process

1. Copy the client’s dashboard URL
2. Open the Keyword Request Sheet (bookmark it)
3. Paste URL, complete all columns, select the matching case type
4. SEO team reviews and implements — no follow-up needed unless urgent

Adding Keywords Directly to Dashboard

1. Dashboard → Keywords → Add Keywords
2. Try Default Templates first (pre-selected, ARP-compliant)
3. Run Check Center on any keyword: Green = safe, Red = avoid
4. Target: coverage >75%, ARP <10.99

The pre-call setup sequence

Before every client call — especially an onboarding call — you move through both tools in order:

1. Freshworks first: CSR Owner set to you. LOCAL URL populated. Product name and keywords correct. Client Time Zone set. Moonclerk Next Payment Date checked — if within 7 days, note it before dialing.
2. Jumper Local second: Open via LOCAL URL. Confirm keywords are in the Active tab with Status checkmarks present. Run Check Health — note any H-tag misalignments you’ll want to address.

Pre-call checklist — complete before every onboarding call

This checklist takes 90 seconds. The damage control for skipping it takes 30 minutes.

• Moonclerk Next Payment Date confirmed. If a charge is within 7 days, note it before dialing. Surprise charges in the first 30 days are a retention risk.
• LOCAL URL populated and opens the correct account. If blank, find or create it before the call. Opening the wrong account mid-call destroys credibility.
• Product name and keywords confirmed correct. The client will ask about their keywords in Phase 2. Know them in advance.
• Client Time Zone set in Freshworks. Never schedule a follow-up without verifying the correct time zone on the call.

Red flags that require same-day CS Manager escalation

If you hear any of these on the first call, do not try to handle it yourself. Acknowledge the concern, tell the client you want to make sure they are taken care of, and contact your CS Manager before end of business the same day. Log the full call context before escalating.

• “I was promised something different.” — possible expectation mismatch from Sales
• “I want to cancel.” or “I’m thinking about canceling.” — churn risk on Day 1
• Any mention of the refund clause or asking for their money back
• Client expresses they didn’t choose to sign up or were signed up without their knowledge

The expectation framework

Three things the client must understand before you show them the dashboard:

1. What we do: GBP optimization and engagement signals. We make your business more relevant and authoritative in Google’s local algorithm.
2. What we guarantee: §9.1 — at least one keyword appearing in the Top 3 map pack within 90 days.
3. What we do not guarantee: §9.4 — calls, leads, traffic, or revenue. Visibility only.

The phone charging analogy

Use this every time you explain the 90-day timeline:

“Think of your campaign like charging a phone. The first 80% charges quickly — you’ll see ranking movement early. The last 20% is slower as the algorithm solidifies your authority. Both phases are charging. The campaign doesn’t stop working when the pace changes — it’s compound progress.”

This accomplishes three things: sets the 90-day timeline, normalizes the pace change at roughly Day 45, and gives the client a mental model that prevents panic calls.

Screen share rules

Share browser tab only — never desktop. This prevents the client from seeing other accounts, internal tools, or anything unrelated to their campaign. Confirm they can see the screen before beginning. If they cannot, stop and resolve it before continuing.

The show sequence

Walk through in this exact order every time:

1. Business name and keywords. “Do these look right to you?” This is accuracy verification and rapport-building in one question.
2. The geo-grid map. “Each dot on this map represents a location in your service area. A green dot means you appear in the top 3 results from that point.”
3. N/A explanation. “An N/A dot means the ranking data hasn’t been captured yet from that point — it’s early in the campaign.” Never say “you’re not ranking” — it’s technically inaccurate for fresh campaigns.
4. Rankings history table — only if there is meaningful data. If Day 1, acknowledge: “Once we have a few weeks of data, this table will show your trend.”

5 required post-call actions — complete within 24 hours

Missing any one of these is an audit failure:

1. CSR Intro Call activity — mark Completed. This is an activity type, not just a note. Both are required and they serve different purposes.
2. Note with all 4 elements: who attended (names and roles), what was covered (brief summary), client sentiment and any concerns, next steps with dates and owners.
3. Client Time Zone set in Freshworks if not already done during the call.
4. Next Meeting Date updated to the scheduled 30-day check-in. If no date was scheduled, that’s an issue — reach back out same day.
5. Follow-up Task created: 14-day check-in, due date set, assigned to yourself.

The three audit questions

Every campaign audit runs through the same three questions for each active keyword. Memorize these — they are the foundation of every audit conversation you will ever have.

1. Right tier? Is this keyword at the correct tier based on the business’s primary service, secondary categories, and service area modifiers?
2. Matched to GBP and website H-tags? Does this keyword align with what Google sees in the GBP Profile and in the website’s header structure?
3. Active and performing? Is the Active toggle ON? Is the Status checkmark present? Has the Performance % moved in the last 4 reporting periods?

The 5-step audit process

Run in this sequence every time — no exceptions. Skipping steps produces incomplete findings.

1. Open via LOCAL URL. Confirm you have the correct account before proceeding.
2. Keywords → Active tab. Confirm all expected keywords appear. Note any that are Inactive instead of Active.
3. For each active keyword: Active toggle ON? Status checkmark present (green)? Performance %? Write down every failure.
4. Click each keyword — read the History table. Is Coverage % increasing, flat, or declining? How many periods show no movement?
5. Read the geo-grid. Overall Coverage %? Where is concentration of green? Where is N/A persistent vs. isolated?

How Check Health maps to the tier system

Open Check Health for any client record. The output shows:

• H1 tag: Should contain the Tier 1 keyword or a direct synonym. If the H1 is a generic headline (“Welcome”, “Home”, the business name) — that’s a misalignment = a finding.
• H2 tags: Should correspond to Tier 2 keywords. Each H2 that doesn’t match a secondary category = a finding.
• H3 tags: Should correspond to Tier 3 keywords. Missing H3s for active Tier 3 keywords = a finding.

Writing advisory language

Audit findings must be translated into client-appropriate language. Clients do not understand H-tags, tier frameworks, or Coverage % without context.

Internal finding: “H1 shows ‘Welcome to Smith Plumbing’ — Tier 1 keyword not in H1.”

Client language: “Your website’s main headline isn’t using the exact service term we’re trying to rank for. Updating that one line will directly support your primary keyword.”

Three required documentation outputs

Every audit produces three outputs, all of which must be completed:

1. Google Doc with full findings — link stored in the SEO Audit field in Freshworks Deal Details. Include: keyword name, tier, GBP alignment status, H-tag alignment status, Coverage % status, specific finding, recommended action.
2. Freshworks note summarizing the top 3 findings with recommended actions and next steps — using the 4-element note format.
3. Churn Risk Stage updated in Freshworks based on the outcome matrix above.