To define the purpose of the communication rule and which relationship channels to use in this process, you need to understand the users you will communicate with. So, the recognition stage is the time to:
Evaluate your engagement model (to create a ruler according to what users invest);
Characterize your customers (for example, by the type of relationship they have with the company or by the number of employees in the business).
The idea at this stage is to recognize your product's senegal mobile phone number customer segments and what you deliver to each segment, balancing the level of service delivered and the level of demand of a group of users for that service.
Preparation
Identify the stage of the journey in which the communication rule will be applied and define a tangible objective for this strategy (such as increasing the percentage of a certain metric);
Map learnings (which involve current business numbers and user behavior information, such as reasons for cancellation).
To do this, you must study customer behavior at each stage of the journey and analyze business numbers to find opportunities to include a relationship ruler.
Furthermore, Fernanda's tip for this step is to use the 5 whys methodology to find the root cause of the problem. The idea is to ask "why?", with the aim of investigating the central reason why this problem is happening. You can check out a practical example of the methodology in this article .
Modeling
According to the model presented in class, the modeling stage involves:
Identify the points of interaction between users and the product or company (map the step-by-step process of this interaction from start to finish, both planned events and those that are not planned but may happen);
Map success milestones + points of concern . In general, points of concern are events that will impact success milestones. So, it is important to evaluate both what success means in the context of the product, and what can prevent success milestones from happening;
Write hypotheses . Recall the main lessons learned, bring some data to the stage and formulate a hypothesis based on this intersection of information);
Design the process . With the hypothesis formulated, it is time to design the process and condense the information into a table, indicating when the ruler starts and when it ends. In addition, this is the time to think about the messages that will be sent to users to guide them on the journey.
The ultimate goal of these 3 steps is therefore to build a picture with all the information collected .
This board can be used to discuss strategies with the Product team and stakeholders , in addition to being a communication tool to align everyone in the company in relation to communication rules and a briefing to send to the content production team that will write the messages.
Additionally, it is possible to automate relationship rules , but some precautions must be taken. First, you need to test the rule manually to validate the efficiency of the communication. Then, it is recommended to implement soft automation and gather lessons learned to move on to a more robust automation process.
Fernanda presents some useful tools for automation , such as:
Zapier and Autopilot (which work as connectors);
Trello , ActiveCampaign , Hubspot and RD Station (for the automation itself);
Zenvia , Wassenger and Infobip (for sending WhatsApp);
Zenvia, an Amazon service, and Twilio (for sending SMS).
The final tip about creating a relationship ruler is: don't stop learning . Gather data on engagement over time, set goals and metrics , and refine the rulers' direction based on new information, updating this data every month.
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