{
  "launch": "Apex Atlas service plans",
  "generated": "2026-09-09",
  "purpose": "A launch sells a plan once. The retention engine is what keeps it. Six touchpoints across the first 90 days, each with a trigger, a thing it sends, a definition of a response, and a rule that takes the account out of the sequence.",
  "owner": {
    "name": "Avery Kellen",
    "role": "Customer Success Lead"
  },
  "globalExit": [
    "The account cancels the plan. Every remaining touchpoint stops the same day.",
    "A support escalation is opened on the account. The sequence pauses until the escalation closes.",
    "The account reaches day 90. Everyone leaves the sequence at day 90 and moves to the standard service cycle."
  ],
  "measure": "Response rate per touchpoint and plan retention at day 90. Both are reported at the thirty day review and again at ninety days.",
  "touchpoints": [
    {
      "n": 1,
      "day": 0,
      "name": "Welcome and what the plan covers",
      "trigger": "An enrolment record is created and the first invoice is raised without error.",
      "sends": "One email from the account manager listing what Atlas Care Plus covers and what it does not, plus a printed plan card in the next shipment.",
      "response": "The plan page is opened, or the email is replied to.",
      "exit": "None. Everyone gets this one, including accounts that enrol through a partner site.",
      "owner": "Customer Success Lead",
      "why": "Most cancellations in month one come from a person who never knew what they bought."
    },
    {
      "n": 2,
      "day": 3,
      "name": "Set up call offer",
      "trigger": "No plan page visit and no reply within 72 hours of touchpoint one.",
      "sends": "A short email offering a 15 minute call, with three times to choose from.",
      "response": "A call is booked, or a reply declining it.",
      "exit": "A booked call takes the account out of touchpoints two and three.",
      "owner": "Account Manager",
      "why": "Silence at day three is the earliest signal available. It is cheap to act on and expensive to ignore."
    },
    {
      "n": 3,
      "day": 14,
      "name": "First calibration booking",
      "trigger": "No calibration booked by day 14, and the account has at least one instrument on file.",
      "sends": "An email with the booking link, and a task in the queue for the account manager to call if nothing happens in 48 hours.",
      "response": "A calibration is booked.",
      "exit": "A booking made at any point removes the account from this touchpoint permanently.",
      "owner": "Operations Lead",
      "why": "The calibration is the first time the plan does something visible. An account that never books one has bought a line on an invoice."
    },
    {
      "n": 4,
      "day": 30,
      "name": "First invoice explainer",
      "trigger": "Seven days before the first full monthly charge.",
      "sends": "An email showing the amount, the date, what the proration was, and how to change or cancel the plan.",
      "response": "No billing ticket raised within 10 days of the charge.",
      "exit": "A cancellation takes the account out of the sequence entirely.",
      "owner": "Billing Lead",
      "why": "A surprise charge produces a ticket, a refund request, and a cancellation, in that order. Saying the number first costs nothing."
    },
    {
      "n": 5,
      "day": 60,
      "name": "Usage check by a person",
      "trigger": "Fewer than two support contacts and no calibration booked by day 60.",
      "sends": "Nothing automatic. A call task for Customer Success with the account history attached.",
      "response": "The account is reached and a next step is agreed and written down.",
      "exit": "Reached and a next step recorded, or three attempts made on different days.",
      "owner": "Customer Success Lead",
      "why": "By day 60 an email will not fix this. The only thing that changes a quiet account is a person calling it."
    },
    {
      "n": 6,
      "day": 90,
      "name": "Keep it, change it, or stop it",
      "trigger": "90 days from the enrolment date, for every account still on a plan.",
      "sends": "An email with the plan comparison, what the account actually used in 90 days, and a plain link to change or cancel.",
      "response": "The account keeps the plan, moves between Atlas Care and Atlas Care Plus, or cancels.",
      "exit": "Everyone exits here. The account moves to the standard service cycle and this sequence is finished.",
      "owner": "Customer Success Lead",
      "why": "Offering the exit is what makes the ones who stay worth counting. A retention number built on people who could not find the cancel link is not a retention number."
    }
  ]
}