# 05 — Cancellation + Data Export

**Trigger:** Customer requests cancellation via email, dashboard button (future), or kickoff call.
**Owner:** Account manager (US team) processes; offshore team produces the export package.
**SLA:** 5 business days from cancellation request to delivered export package. ALWAYS.

## Same-day actions (within 4 business hours of cancellation request)

- [ ] Reply to customer within 1 hour confirming cancellation received
- [ ] Update CRM lead record: status = "Cancellation in progress"
- [ ] Update production tracker (if active customer): status = "Cancelled"
- [ ] Update Stripe / billing system: cancel at end of current billing period (NOT immediate — they paid for the month)
- [ ] Add customer to the Export Queue tab in the production tracker

## Reply email template (sent same day)

```
Subject: Re: Cancellation — confirmed, here's what's next

Hi [first name] —

Got it. Your [package name] is cancelled effective at the end of your current billing month ([date]). No further charges.

We'll send your complete data export by [date + 5 business days]. Here's what'll be in it:

[Tailored list based on what services they had. See "Export contents" section below.]

If there's anything specific you want included that I haven't listed, just hit reply.

Thanks for the time we worked together. If you ever want to come back, no setup fees, no hard feelings.

— Sanket
BT Web Group
```

## Export contents (tailor per service)

### Email Marketing
- [ ] Full subscriber list (CSV — email, first_name, last_name, custom fields)
- [ ] All email templates ever sent (HTML files)
- [ ] All segments + their rules (documented)
- [ ] Automation flow exports (if Growth/Pro tier had them)
- [ ] Performance reports (last 12 months — opens, clicks, conversions)
- [ ] Unsubscribe list (CSV)

### Social Media
- [ ] All posted content (CSV with text, image URL, post date, platform, engagement)
- [ ] Content calendar going forward (XLS or CSV)
- [ ] Removal of our account manager access from their social platforms
- [ ] Branded templates / visual assets (PSD/Figma)
- [ ] Performance reports (last 12 months)

### PPC
- [ ] All campaign settings (XLS export from Google Ads / Meta)
- [ ] All ad creatives (images + copy text)
- [ ] Audience lists (Customer Match, lookalikes — exported)
- [ ] Performance reports
- [ ] Removal of our access from their ad accounts
- [ ] Conversion tracking continues to work for them (don't break their pixel)

### SEO
- [ ] Full audit document (PDF)
- [ ] All content created (Word/Google Doc + HTML)
- [ ] Citation submission list (where we placed listings)
- [ ] Backlink list (URLs + anchor text)
- [ ] Ranking history report
- [ ] GBP access returned

### Website
- [ ] Full WordPress export (XML)
- [ ] Database backup
- [ ] All media files (zip)
- [ ] Admin credentials reset and given to customer
- [ ] FTP/host credentials reset
- [ ] Source files for any custom code

### Graphics / brand
- [ ] All source files (Figma, AI, PSD)
- [ ] All export formats (PNG, SVG, PDF, JPG)
- [ ] Brand guide PDF
- [ ] Font files (where licensing permits) OR list of fonts used with license info

## Universal export items (always included)

- [ ] Handoff document — 1-page summary of who did what, where files are, who customer can call if questions
- [ ] Performance dashboard snapshot (PDF) — final state of all reporting
- [ ] All customer-facing communications archive (emails sent to/from customer's contact)
- [ ] Invoices / billing history (PDFs)

## Delivery method

- Single ZIP file (or Google Drive folder with view-and-download permissions) named `[CustomerName]_Export_[YYYY-MM-DD].zip`
- Sent via email with download link
- Customer signs a confirmation that data has been received (auto-generated form)

## After export is sent

- [ ] Wait 7 business days (in case customer reports missing items)
- [ ] If no issues: archive customer's working files in our cold storage
- [ ] Remove customer's data from active systems (CRM stays for re-engagement; production folders archived)
- [ ] Update production tracker: status = "Export complete"
- [ ] Note in CRM: "Departed [date] — door always open"
- [ ] Schedule a 90-day re-engagement check-in (optional, soft)

## What NOT to do

- ❌ Charge for export (it's free, always — promised in pillar 5)
- ❌ Delay export to give time for "win-back" attempts (do win-back BEFORE cancellation goes through; once cancelled, deliver)
- ❌ Hold any deliverable hostage
- ❌ Make customer log a support ticket multiple times to get their data
- ❌ Hand over an unorganized data dump — package it properly