<aside> 👤 Sujoy Datta Product @Hike Messenger Linkedin, Email
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Can you describe a successful engagement or activation campaign you have led in the past? Which KPIs did you use to measure its success?
During my internship at Raaho, I led an activation/retention campaign for truckers. The objective of the campaign was to increase engagement and retention among truckers who were using Raaho's platform to find loads and manage their operations.
This included the following steps-
Identifying the key activities that the user can perform in the application.
<aside> 🔑 An onboarded trucker at any point in time on our supply network can do the following-
Determining the activation event and the frequency of the activation event as a success metric-
<aside> ☢️ Definition- The activation of a trucker is considered to be the process in which a trucker performs the following- *1. Bids on a load 3 times within 7 days OR 2. Completes 3 trips within 15 days
This definition is configurable and can be adjusted based on the immediate product requirements.
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Coming up with the user journey or the lifecycle of the trucker helped me identify the optimal touchpoints.
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Enabling an adoption/reactivation campaign that targeted both the new onboarded and the churned truckers-
| Team | Steps (* Current focus is only on bids as an activation metric) | User Type | Freshdesk ticket created (Yes/No) | Scope | Communication | Frequency | Language | Channel | | --- | --- | --- | --- | --- | --- | --- | --- | --- | | Activation team | As soon as the trucker has completed their KYC(approved trucker) | KYC onboarded truckers who are non-activated. | Yes | Add more trucks | Benefits of adding more trucks
| Push Notification Whatsapp Calls | | | Truckers whose D-10 bids = 0 | KYC onboarded truckers who are non-activated. | Yes | Bid on loads | Benefits and walkthrough of bidding on loads-
| Push Notification Whatsapp Calls | | | Truckers whose L-10 bids = 0, but total bids = 3 | KYC onboarded truckers who are churned. | Yes | Bid on loads | Benefits and walkthrough of bidding on loads-
| Push Notification Whatsapp Calls |
Create user segments to effectively transition users based on their activity. Their engagement with the app was directly influencing the type of communication being triggered to them.
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Metrics-
| Metric | Definition |
|---|---|
| # KYC-approved truckers/day | The total number of truckers whose KYC has been approved and are ready to complete transactions with us. |
| D-1/D-5/D-7 Activation% | The % of total approved truckers who start the first trip within 1, 5 and 7 days of their KYC getting approved. |
| #Retained segment size as a % of previous week WAU | The % of truckers who started a trip with Raaho in the previous week and also started a trip in the current week. |
| Trucker WAU (Bids), Trucker WAU(Inventory) | The total unique truckers who submit at least one bid/post their truck’s inventory in a particular week. |
| Net Promoter Score (NPS) | This metric measures the likelihood of users recommending a product or service to others. It can be used as a proxy for overall user satisfaction and loyalty. |
How do you approach identifying opportunities for improving user engagement and activation? Which KPIs do you typically use to inform your decisions?
Collaboration with cross-functional teams is crucial for developing and executing effective engagement and activation strategies. Here's my approach to working with cross-functional teams and measuring progress and success:
Establish clear goals: Start by setting clear goals for the engagement and activation strategies. These goals should be specific, measurable, and aligned with the company's overall business objectives.
Assemble a cross-functional team: Bring together stakeholders from different departments such as product, design, engineering, customer success, and marketing. Each team member should have a clear understanding of their roles and responsibilities.
Develop a plan: Work with the team to develop a plan that outlines the tactics and initiatives to achieve the goals. Assign ownership of each initiative to a team member, and ensure that the plan is feasible within the available resources.
Execute the plan: Once the plan is finalized, work with the team to execute it. Ensure that each team member has the necessary support and resources to complete their assigned tasks.
Monitor progress and measure success: Throughout the execution phase, track progress against the goals and KPIs. Hold regular check-ins with the team to discuss progress, address any issues, and adjust tactics as needed. Celebrate successes along the way to keep the team motivated.
Evaluate and iterate: Once the plan has been executed, evaluate the impact of the initiatives on the KPIs. Analyze what worked well and what could be improved. Use these insights to inform the development of the next round of engagement and activation strategies.
Past Experience with cross-functional teams for activation
At Raaho, I had to closely work with the Supply Product Ops team and granularly monitor their contribution to activate newly onboarded truckers and re-activate churned suppliers. Some of the key initiatives that were incorporated to seamlessly address the same-
Defining input and output metrics-
| Input Metrics | Output Metrics |
|---|---|
| Calls per agent | Total number of KYC approvals(onboardings/day) |
| Average Handling Time(answered calls) | the Total number of user creations(sign-ups) |
| SLA of ticket resolution for the acquisition/activation team | Number of activations D-7 KYC completions(D-7 %) |
| Total connected calls(answered) | GT28(greater than 28 days) churned users reactivation, as a % of WAU |
Aligning ticketing for standardised outputs- Ticketing is an important tool for product operations teams to track SLA (service level agreements) and get more output because it provides a structured way to manage and prioritize customer requests, issues, and bugs. By creating a ticketing system, the team can ensure that all customer requests are captured and tracked and that no requests fall through the cracks.
Have you used A/B testing or other experimentation methods to optimize engagement or activation? Can you give an example of a successful experiment you have run in the past?
<aside> 💡 The tool used to perform this experiment was Feature Flags by Clevertap product Experiences. To know more about the tool read- https://clevertap.com/product-experiences/feature-flags/
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<aside> 🧪 Experiment Design
Not completing or following through is considered cancelled, not failed. A failure is when your hypothesis was incorrect.
<aside> 👑 Things to do
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For every indent detail, we have the following information-
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New flow-
What comes next? What questions do I still have? (Feedback calls to end users)
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How do you balance short-term engagement and activation goals with long-term sustainable growth? Which KPIs do you prioritise to achieve both objectives?