Contract Customers / Loyalty Customers — Routine & Guide

Internal · Updated July 2026
Link to the Routine i Sharepoint.

What this article covers

This article explains how to identify, set up, and manage contract customers (also referred to as loyalty customers). It covers the customer tiers, available retention solutions, the step-by-step process, review routines, and how to document agreements correctly. This article is for internal use by CX agents only.

Note on terminology: The term "Loyalty Customer" is being introduced in external communication, while "Contract Customer" remains the term used in Signadmin and Tableau. Both terms refer to the same customer type. Use "Loyalty Customer" when communicating with customers and "Contract Customer" when working in Signadmin.

What is a contract customer?

A contract customer is a B2B customer with a recurring need for signs who has been offered tailored pricing or a specific retention solution in exchange for expected recurring volume. This is different from a one-off quote customer — a contract customer has an ongoing agreement that is documented on their Customer Card in Signadmin.

Customers who do not meet the criteria for a contract customer will not receive special pricing but have access to standard design page prices and any automated discounts already available.

Identifying a contract customer — value tiers and customer types

Value is the main factor used to place a customer in a specific tier. All values are based on quote template calculations.

Tier	Annual value (rolling 12 months)	CX Special requirement
Value 1	SEK 5,000 – 10,000	Double check deal through CX Special
Value 2	SEK 10,000 – 25,000	Double check deal through CX Special
Value 3	SEK 25,000 – 50,000	Always double check both quote and deal through CX Special
Value 4	SEK 50,000+	Always double check both quote and deal through CX Special

Customer volume is also used to understand the type of customer:

Customer type	Order volume (rolling 12 months)
Customer A	50–500 signs, more than 1 order per year
Customer B	500–1,000 signs, more than 1 order per year
Customer C	1,000–10,000 signs, more than 1 order per year
Customer D	10,000+ signs, more than 1 order per year

Complexity is also a factor when setting pricing:

Complexity tier	Description
Tier 1	No complexity — customer requirements are available via the design page
Tier 2	Minimal complexity — specialisation only required for specific font, colour, or screw holes
Tier 3	Moderate complexity — customer can provide CAD files or requires small alterations such as cut outs and bends
Tier 4	Maximum complexity — customer request has not been previously created and design assistance is required

Value, customer type, and complexity should all be communicated in CX Special when discussing a specific deal.

Smaller customers — 10% loyalty discount

For smaller companies that order regularly but spend less than SEK 5,000 over a rolling 12-month period, we still see value in building loyalty. These customers can be offered a fixed 10% discount to make them feel appreciated and well treated. This does not require the full contract customer process but should still be noted on the Customer Card.

Retention solutions — what we can offer

There are four main retention solutions. Choose the one that best fits the customer's needs and ordering pattern. Multiple solutions can be combined.

1. Fixed item price

A fixed price per item for customers with a recurring need for the same design or product. Can be combined with a minimum quantity per order or a minimum annual total. Always ensure the order remains profitable even if the customer places an order for only one item.

Examples: Tingstad AB (name badges, 1–10 signs per order, several times per week), Friluftsfrämjandet (name badges in fixed design, two colours, three fixing method options, each with its own fixed price).

2. Volume-based price ladder

A price ladder that gives the customer a lower unit price as their order volume increases. Can be based on per-order volume or total annual volume. Always ensure the order is profitable at the lowest volume level in the ladder.

Example structure (per order):

0–10 signs: SEK 100/sign
11–25 signs: SEK 95/sign
26–50 signs: SEK 90/sign
51–100 signs: SEK 85/sign
101–150 signs: SEK 80/sign.

Example structure (annual volume, % discount):

0–14 signs: 10%
15 signs: 20%
50 signs: 25%
100 signs: 30%
200 signs: 35%.

3. Fixed discount in %

A fixed percentage discount applied to all orders. Suitable for customers with a large recurring need for different types of signs and designs, such as construction companies ordering various signs for different projects. Can also be used for customers with lower annual volume. The discount must never exceed 25%. It can be added directly to the Customer Card in SignAdmin and will apply to both transactional orders and quotes.

Start with a lower discount in the first year and adjust after reviewing actual annual volume. The discount level should reflect order size per order.

Example: Skyltstället — franchise company, 25% discount on all online purchases, agreed prices for specific materials.

4. Separate landing page

A dedicated page on the website with the customer's most frequently ordered signs as ready-made templates. Especially useful when several people within the same company need access to the same designs and prices but place orders to different delivery addresses or pay separately. Can include bundles and customer-specific article numbers.

This is currently a workaround as we do not yet have a customer portal. Always involve the Dev team when a landing page is needed.

Examples: Chargenode (skyltmax.se/chargenode), Greencells (schildermaxe.de/greencells), Tingstad (skyltmax.se/skyltar/tingstaddorrskyltar).

5. Signed contract

A formal signed contract can be offered in specific cases — for example when a customer requests very low per-unit pricing and a specified annual volume is needed to make this viable, or for a single large order requiring special material purchasing. Always contact the Project & Sales Process Lead or Customer Sales directly if a customer requests a signed contract.

Examples: Theodor Baum GmbH, Chargenode, Tingstad.

Step-by-step process

Step 1 — Customer needs analysis: Ask the customer whether their request is a recurring or ongoing need.
Step 2 — Explore possible solutions: Discuss the available retention solutions with the customer to identify the best fit.
Step 3 — Internal alignment: Review and discuss the proposed solution with the Project & Sales Process Lead or Customer Sales. Always share in CX Special so the deal can be tracked and discussed.
Step 4 — Calculate and prepare the offer: Prepare the quote using the quote template. Always ensure two CX team members review the final offer before it is sent.
Step 5 — Present the offer to the customer: Share the quote clearly and explain the solution and conditions. Use the Contract Customer macro as the basis for the communication.
Step 6 — After acceptance: Add detailed information about the agreement to the Customer Card in SignAdmin so all colleagues clearly understand the setup. Note who the deal was made with. Check the contract customer box on the Customer Card in SignAdmin.
Step 7 — Follow-up planning: Create a calendar task in Outlook or use the date function in Zendesk (with internal note) to trigger a review after 6 months and after 12 months. Invite the Project & Sales Process Lead and Head of CX, and others if needed.

Review routine — after 6 and 12 months

All retention deals are valid for a maximum of one year by default. Since agreements are based on estimated annual volume without a signed contract in most cases, it is important to review actual purchases at regular intervals.

If the customer feels unsure about their future needs, you can say: "We will use this setup for 6 months (or 1 year), and then review it together to see if any adjustments are needed."

After 6 months: Review the customer's purchases from the last 6 months. Check if actual volume and value match the agreement. Post findings and suggestions in CX Special to start a discussion or get feedback if changes are needed.
After 12 months: Review the customer's purchases from the last 12 months. Check if actual volume matches the agreement. Post findings and suggestions in CX Special to start a discussion or get feedback if changes are needed.

What to document on the Customer Card

After a deal is accepted, all of the following must be clearly documented on the Customer Card in SignAdmin:

The retention solution agreed (fixed price, discount, price ladder, landing page, signed contract)
The agreed price, discount level, or price ladder
Any minimum order quantity or annual minimum
The validity period (start date and review date)
Who the deal was made with (contact name at the customer)
Any special handling instructions relevant to the customer's orders
Contract customer box checked in SignAdmin

The purpose of the Customer Card is to ensure any CX agent can pick up the customer's next order and handle it correctly without needing to ask internally.

The contract customer macro

A standard macro is available in Zendesk for communicating with customers who are becoming or already are contract/loyalty customers. The macro covers the two main service options — a company landing page for self-ordering, and personal CX support for more complex or larger orders. Use it as the basis for all outgoing contract customer communication and adjust the text as needed for the specific customer. If translation is needed or corrections are found, report these to Amber Hogan.

Important reminders

Always share a potential contract customer in CX Special before confirming any deal — this ensures it is tracked and that a second set of eyes reviews the pricing.
Always calculate through the quote template before setting a price — never agree a price without running the numbers first.
Always make sure the order remains profitable at the lowest possible order level (single item, minimum quantity, or lowest volume tier).
Fixed discounts must never exceed 25%.
All deals are valid for a maximum of one year and must be reviewed at 6 months and 12 months.
Use "Loyalty Customer" in all external and customer-facing communication. Use "Contract Customer" when working in SignAdmin and Tableau.