Release Date: Feb 2020

Channel Priority

Use Case:

  • Minimize the cost of communication by prioritizing channels to reach the customer on the cheapest channel possible.

For example, send out an outbound message to a customer over SMS. If the customer is not available on SMS then contact over Email. If the customer is not available on both SMS and Email, then contact over Push notification and so on.

  • Maximize the probability of conversion by prioritizing channels that are known to give higher RoI over others.

For example, send out an outbound message to customers available on WeChat. Additionally, contact customers available on SMS, and if not available on SMS, then contact on Email and so on.

Objective

Reach customers based on their availability on each channel without having to create multiple messages/campaigns and increase productivity.

Solution

A new optimization strategy called Channel Priority has been added in the message creation flow under the Optimisation strategy section.

There are two possible Channel Priority sequence strategies.

  1. C1 / C2 / C3
    Every customer is first contacted on Channel 1. If the customer is not reachable on C1 then the next option is Channel 2. If the customer isn’t available on Channel 1 and Channel 2, then on Channel 3 and so on. There has to be a minimum of two Channels that needs to be prioritized in this strategy.
  2. C1 + C2 / C3
    Every customer reachable on Channel 1 is contacted. Additionally, every customer is then contacted on Channel 2. If a customer is not available on Channel 2, then on Channel 3 and so on. There has to be a minimum of three Channels that needs to be prioritized in this strategy.

The Channel Priority sequence strategy can be selected while adding content in the message creation flow.

Once the Channel Priority sequence strategy is selected, content from channels - SMS / Email / Call Task / Push Notification / WeChat can be selected, incentives can be added and channels can be prioritized.

Channel Priorities can also be reordered after content has been selected and incentives have been attached by clicking on “Reorder channel” in the content section.

The Channel Priority Sequence, content on each of the channels and its priority can be reviewed from the Message Summary section.