CX department

Welcome to the Customer Experience (CX) Department, the Gryffindor house of Proto! We're known for courage, daring and a strong moral compass when it comes to implementing, optimising and testing the limits of Proto's technology for impact client outcomes.

This page will share to our strategic-level direction. For tactical direction, visit the following:

Department structure

The CX Department is structured as follows to enable AICX solution implementation and optimisation on a global scale with consideration regional & local relationship management:


  • Head of CX. The Head of CX oversees all client relationships, including all CX staff direction, as well as department goals and client retention achievement.

CX staff

  • Chatbot Designers. Chatbot Designers oversees all client implementation and optimisation activities, including post-sales relationship management, as well as dialogue design sessions that may be booked by trial users.
  • Machine Learning Engineers. ML Engineers assist with highly-technical aspects of client implementations, such as NLP fine-tuning and integrations setup. Note that Machine Learning Engineers are managed by the Machine Learning Department and are available to the CX Department on a cross-functional basis.

Department personnel

Here are the current department leadership and staff members:

  • Vanessa Babicz - Head of CX
  • David Ezih - Chatbot Developer
  • Weiying Kok - NLP Engineer

Goals & success forecasts

Department leadership will be assessed according to the following goals:

  • Primary goal. Implement clients and assist trial users to earn upon the year's Annual Recurring Revenue (ARR) target.
  • Secondary goal. Ensure low churn and revenue expansion amounting to a 20% increase on the previous year's ARR.

Department staff will be assessed according to the following success forecasts:

  • Annual & quarterly client implementation timeline. CX staff performance will be tracked according to the average time from kickoff-to-deployment for all business and government clients. This should be less than 4 weeks and ideally at the standard 2 week implementation timeline.
  • Annual & quarterly revenue expansion forecasts. CX staff performance will be tracked according to the total revenue expansion amount, less churn, in the timeframe. This should be a 20% increase on the previous annual and quarterly ARR.

Manual processes

CX Meeting

The CX Meeting happens weekly with all CX staff and the Head of CX. Additionally, other Proto management members and the sales staff are optionally-invited to attend. The CX meeting follows this structure:

  • Implementation status review. A status recap of progress on each ongoing implementation.
  • KPIs review. A review of current metrics against annual and quarterly goals i.e. implementation times, revenue expansion.
  • Functional updates. Any updates to processes, clients, payments, hirings and others, from Head of CX.

Management Meeting

The Management Meeting happens weekly with the Head of CX and Proto management members.


Once the Sales team signs a proposal with a new client, the CX team comes in! The following should be manually reviewed, prepared and conducted by CX:

  • Clients folders. The clients folders are created automatically and should already contain the signed Proposal. CX should ensure all content shared by the clients is included in their folder.
  • Kick-off calls. This is the first client's meeting with CX and is handled by the Chatbot Designer assigned to that client. During this call, the Chatbot Designer will walk the client through the platform
  • Sample bots. As CX gather information from implementation in various industries and niches, the sample bots should be updated accordingly to ensure they're relevant and easy to use both for clients and for CX team to use for future implementations. CX should also ensure any changes in sample bots reflect on the website.


Proposals can be generated and sent to potential clients after demos. The following should be manually reviewed, prepared and conducted by sales staff:

  • Proposal generation from HubSpot. PandaDoc proposals can be directly generated from the HubSpot deal page.
chancen international
  • Choose the correct proposal. The proposal with the correct client type and discount should be selected. After selected this, all deal info will map to the PandaDoc proposal.
proto aicx document

  • Review, sign and send proposal. Do a manual review of the proposal for accuracy, then sign the sales staff field and send to the client decision maker.
draft proto for spice money

Sales Playbooks

The following Sales Playbooks in HubSpot will be maintained by the Head of Growth and/or Global Sales Manager on quarterly or as-needed basis:

  • Global Sales Manager playbook. Tactical directions for hiring, training and guiding the Region Director & Managers and Account Executives for achievement of the annual & quarterly sales forecasts.
  • Region Director & Manager playbook. Tactical directions for entering, expanding and winning deals within geographic regions.
  • Account Executive playbook. Tactical directions for entering, expanding and winning deals within country(ies) with a capacity gap.

Sales Collateral

The following sales collateral will be stored and maintained across HubSpot Documents and Webflow on a quarterly or as-needed basis:

  • Decks. The Web & Graphics Manager will maintain the decks per the direction of the Head of Growth and/or Growth Manager. The shareable and source files will be in HubSpot Documents.
  • One-Pagers. The Web & Graphics Manager will maintain the one-pagers per the direction of the Head of Growth and/or Growth Manager. The shareable and source files will be in HubSpot Documents.
  • Case studies. The Content Manager will maintain the case studies produced by the CX Department per the direction of the Head of Growth and/or Growth Manager. The editable case studies will be in Webflow's Editor under the content tab.
  • Competitor pages. The Content Manager will create and maintain the competitor pages per the direction of the Head of Growth and/or Growth Manager. The editable competitor pages will be in Webflow's Editor under the content tab.
  • Comparison table. The Content Manager will create and maintain the competitor pages per the direction of the Head of Growth and/or Growth Manager. The editable comparison table will be in Webflow's Editor under the pricing page.
  • Channel features table. The Content Manager will create and maintain the channel feature table per the direction of the Head of Growth and/or Growth Manager. The editable channel features table will be in Webflow's Editor under the channels page.
  • Guides. The Content Manager will create and maintain the guides per the direction of the Head of Growth and/or Growth Manager. The editable guides will be in Webflow's Editor under the content tab.

Automated processes

These automations exist to remove repetitive manual processes. Click on the links to manage the software or contact the Head of Growth for access:


  1. Create a new Slack channel, set a topic and add members
  2. Share the proposal on the Slack channel
  3. Create ClickUp tasks for Growth to create PR and deployment announcement and for CX to create the case study
  4. Share links on Slack channel to ClickUp tasks
  5. Create client folder both in Clients Folder and in Data Room
  6. Upload the proposal to these folders

Growth Dashboard

  • Growth Dashboard.

CX objectives and your goals

  • Primary goal. Build and maintain excellent client relationships. Keeping an open and transparent communication channel with clients is key to Proto's success.
  • Secondary goal. Increasing client success by suggesting methods that will increase platform usage.
  • Annual success metrics. 1 annual survey with 4+ feature requests or tweaks from clients. 99.9% uptime with no SLA initial reply lapses. 1 case study update per client with contact automation and social impact stats.
  • Quarterly success metrics. Number of client implementations that have been completed per quarter.

Implementation process

Prior to following the steps below, create a folder for the client under the Not Deployed folder and add a copy of the documents in the Templates folder. Review all the documents created and adapt to the client.

proto chatbot creation process

Kickoff. The first step is a kickoff meeting with the client and Proto's project team. During this meeting the Proto AICX manager will go through the Kick-off presentation deck and expectations throughout the project, besides providing a walkthrough of the newly created company with a pre-setup sample bot.

Automation setup. The second step is to start integrations and automating the client's customer experience. The Proto team will develop a workflow and start integrations required with third-party service providers.

Dialogue design. The third step is to setup the client's chatbot with advanced logic within Proto's Build product. The multilingual chatbot dialogue will be created and the Proto AICX manager will work closely with the client's team to ensure proper channel setup.

Training. The Proto AICX manager will train customer support team managers and agents on how to use Proto's Chat and Track products (if required) for their live chat and ticketing functions. The training will be supplemented with access to and ongoing support.

User acceptance testing. The fifth step is for the client's team to conduct UAT to validate that the Proto AICX platform and automation system is well functioning and ready to deploy.

Deployment. The final step is deployment followed by monthly reviews of automation performance to ensure that the client's KPIs are improving and additional opportunities for customer experience enhancement are discussed.

Dialogue design best practices

First impression. Introduce the personality of the chatbot in the greeting block as a way to humanise the chatbot and make the enduser feel less resistant to automation.

Personality. The personality of the bot should be influenced by the brand of the client. For example, a happy-go-lucky personality does not match with the serious enterprise brand.

Consistency. The personality should be consistently applied throughout all dialogue flows. The chatbot should employ the same grammar, sentence casing, and style throughout all dialogue. Chatbots should be written from a first-person perspective.         

Avoid gender. When creating a personality for a chatbot, avoid assigning a gender to the bot. Names and avatars should appear to be gender-neutral wherever possible. This is unless otherwise directed by the client.

Understand the primary goal. The client has a specific primary goal in mind for the the chatbot. This could be payments or complaints processing or just general customer support. It is an AICX Manager’s role to bring that goal to life with the chatbot.

Anticipate failure. Expect endusers to not use the chatbot exactly as you intended. Allow the chatbot to adapt, answer, and redirect the conversation toward a goal with branch logic, 

Set expectations. Use the welcome message to set the expectation of the bot.  The purpose of the bot should be stated and quick replies can be used to manage the conversation within the scope of the bot’s abilities.          

Focus on UX. Break large blocks of text up into multiple messages to make it easier to read and keep the end-user engaged with the bot. Large blocks of text can be perceived as overwhelming and may cause the user to skim over the message and miss important information.

Media blocks can be used to engage customers and deliver information is a condensed and fun format. Emojis, stickers and avatars can all be incorporated into the bot to improve user experience and humanise the bot.

The confusion message can be used to 1) set the expectations of what the bot is capable of, 2) empower the user to find the information on their own.

A confusion message that says “I do not understand” is bland and will cause user frustration. Instead opt for a message such as “I don’t have the answer to that right now, but I’m sure someone on my team does…” or “I’m not sure I know what you mean. Please check our website's FAQ page or email us at …”

Keep the conversation going. When the bot reaches the end of a conversation flow the messages shouldn’t just end, the bot should offer to return to the main menu, suggest asking an FAQ, or provide marketing and promotional material.  Any abrupt stops to conversation will give the user the perspective that the bot has broken. 

Initial response time (IRT)

All client messages should be acknowledged within the same working day. P1 and P2 messages should be acknowledged immediately by the first person who sees the message. The below image is taken directly from our binding client service agreements.

service level agreement example

P1 and P2 - Critical and serious. When a P1 or P2 message comes in, please follow the below process:

  • Step One. Acknowledge the issue, apologise for any inconvenience and assure the client our team will be working to resolve the issue as soon as possible.
  • Step Two. In the Slack channel #priority1 report the issue to the rest of the team.
  • Step Three. Connect directly with CTO, Head of Engineering, or a senior development to be sure the dev team is aware of the issue.
  • Step Four. Provide the client with regular updates until the issue has been resolved.

P3 - Medium. P3 messages should be handled as follows:

  • Step One. Acknowledge the message and apologise for the inconvenience.
  • Step Two. Try to re-create the issue. If you are able to re-create the issue report the issue in the #team-qa channel.
  • Step Three. Check with R&D team on a timeline for resolution.
  • Step Four. Communicate the expected timeline to the client.

Random messages and feature requests. When a client write to you with a question or feature request it should be handled as follows:

  • Step One. Acknowledge the message.
  • Step Two. If you are unsure of the answer check with the Head of CX. If you are confident in your ability to provide the client with a correct reply, please do so.
  • Step Three. Provide the client with a response. If it is a feature request check the roadmap to see if we are already planning on developing the feature requested and what the timeline for it will be. Do not commit to any timelines you are not 100% sure about.