The actual customer support SOP template I built and run across my brands — universalized so any DTC operator can adapt it to their own structure without rebuilding the system from scratch.
This is one of the highest-leverage documents in DTC. CS is the most under-rated lever in the business. Most operators ignore it. The ones who build a real CS system out-earn the ones who don't, every time. I neglected CS myself for years until chargebacks started piling up and refund requests started bleeding the brand. The doc below is the system I built to fix that, stripped of brand-specifics so you can drop in your own.
For the strategic context — why CS matters, when to hire, how to scale to multiple CS people, the 6 most valuable frameworks inside the SOP — see Module 2 → Customer Support SOP. This page is the deliverable itself. Open the link below, copy the doc, fill in the brackets with your brand's specifics, deploy it this week.
What's inside the template
The full SOP covers nine sections:
- Section 1: Mission and Loyalty Rules — sets the philosophical framing for every decision the CS team makes (the customer-first rule + the 3 exceptions)n- Section 2: Tools and Workflow — help desk setup, tag taxonomy, snooze rules, store admin permissions, subscription management, comment management, supplier fulfillment channeln- Section 3: Daily Routine — the exact morning sequence: payouts → disputes → help desk → supplier channel → ads platform → business suite → comments. Plus the pre-QC checklist for new hiresn- Section 4: Refund Saver Decision Tree — how to refund customers without bleeding money. Soft-door framework for potential buybackn- Section 5: Chargeback Response — the most valuable section. Win-rate bonus structure, threat response philosophy, withdraw pursuit script, follow-up cadence (day 2, day 6, daily after), evidence packet structuren- Section 6: Comment Management by Page Type — different response scripts for brand pages / editorial pages / personal pages / doctor pages. Comments on advertorial-style ads either reinforce the angle or break itn- Section 7: Common Scenarios — pre-built replies for the 80% of tickets: where the product is made, ingredient questions, shipping delays, returns, pricing pushbackn- Section 8: Escalation Protocols — what gets escalated to founder immediately, what waits. Critically: the self-harm / mental health response protocol — the section I take most seriouslyn- Section 9: Daily KPI Form — Google Form structure the CS team fills out at end of shift, auto-logs into a sheet you can review without going into the help desk
How to deploy it
Open the GDrive link → File → Make a copy (or download as .docx and upload to Notion) → drop your brand's specifics into the bracketed sections (product name, refund policy thresholds, tools stack, escalation contact, founder ping format) → share with your CS team → done.
The structure is the universal frame. The bracketed sections are where your brand's specifics go. Most operators can adapt it to their brand in 2–3 hours and have it deployed by end of week.
It's a Word doc, structured to be copied directly into Notion, Google Docs, Reamaze internal documentation, or wherever your team works.
When to deploy it
- You don't have a documented CS SOP yet (most operators don't)n- Your CS team is making different decisions on identical situations (a sign there's no system, just vibes)n- Chargebacks are creeping up and you don't have a documented response protocoln- You're hiring your first CS person and need to onboard them with structure on day onen- You're scaling to multiple CS people and need consistent decision-making across the teamn- You're handing CS off to a manager and need the institutional knowledge documented so it doesn't live in your head
The template
Open in GDrive → docs.google.comnnFile → Make a copy → adapt the bracketed sections → deploy.
Cross-references
- Module 2 → Customer Support SOP — the strategic context for why this SOP matters, when to hire CS, how to scale to multiple CS people, and the 6 most valuable frameworks inside the SOP explained in detailn- Module 8 → ChargeFlow — the chargeback automation layer that complements Section 5 of this template. Use ChargeFlow for the automated dispute response. Use this SOP for the manual win-rate bonus structure + withdraw pursuit script that runs alongsiden- Plug & Play → Dialed Image Ad Prompts — Section 6 of this template (comment management by page type) pairs directly with the editorial / personal / doctor page architecture in the image ad prompts
What's gatekept inside the masterclass
This is the universal template — the structural frame any operator can adapt. What's gatekept inside the masterclass:
- The brand-specific scripts I currently run in my own brands (exact wording for refund saver, chargeback withdraw pursuit, brand-vulnerable common questions like "where is your product made"). The template above has placeholder structure; the masterclass has the actual wording that's been tested against thousands of ticketsn- The currently iterated version with the latest edge cases handled. The universal template above is a snapshot. My team's working version gets updated every time we hit a new scenario — masterclass members get the live versionn- The decision tree visualizations — flowcharts for refund saver, chargeback response, escalation triggersn- The Loom walkthroughs of me onboarding a CS hire to the SOP from scratch, including the first-week training sequence and the common mistakes new hires maken- The custom GPT setup that turns this SOP into an interactive knowledge base your CS team can query at 2am without pinging you (saves real founder time)n- The KPI dashboard automation that summarizes the week's tickets through AI and surfaces trends I'd otherwise missn- The chargeback evidence packet templates — the exact structure of the documentation we submit for each chargeback type (subscription dispute, fulfillment dispute, fraudulent claim, product quality dispute)n- The founder ping message templates — the exact wording the CS team uses to escalate to me so the message actually gets read in a flood of small notifications
This template is 1 of 3 free deliverables in the Plug & Play section, alongside the 5 prompts above and the Post-Purchase Survey Questions below.
Want the brand-specific scripts, live updated version, decision tree flowcharts, Loom walkthroughs, custom GPT setup, and KPI dashboard automation? All inside the RunItUp Masterclass → Join here Join now to lock in your rate, prices are increasing quickly.