Developing Winning Goals to Guide the Automated Chat Experience
In my last blog post, I addressed three important strategies that brands should consider as they develop a messaging strategy and roadmap. Establishing automated chat experiences that are aligned with your business goals can increase the likelihood of fostering a successful in-market experience. Such experiences are typically built better, rally cross-functional teams around a common vision and can guide further improvements down the line.
At Snaps, we’ve developed a three-step, goal-driven exercise we’ve coined “Who, What, Win” to help clarify what a successful AI-powered experience should look like. We conduct this exercise with our customers during the initial phases of scoping a project. This ensures that the experiences we are building have a proper use case with clear goals and objectives to drive business value and end-user satisfaction. Additionally, our goal-setting methodology is implementation-agnostic and frames the problem as intended user outcomes.
Like structuring other types of goals, the goals developed through this exercise should always be SMART: Specific, Measurable, Achievable, Relevant and Time-Based. The process begins with identifying a list of the “Who,” the “What” and the “Win,” and is built to achieve SMART goals through a user-centric approach.
1. Build out a list of what the experience is meant to accomplish and who is being targeted.
WHO is meant to define the target end-users of the experience. Are they new or existing customers? Lapsed or loyal users? Any sort of customer segmentation that your brand uses can also be applied to this exercise as well. It’s also important to remember to define the audience you are not targeting. There’s a saying, “If you try to be something to everyone, you end up being nothing to no one.” This can also be applied to automated messaging experiences, which aren’t necessarily ideal for every user.
2. Narrow down and create goal statements based off the list that was developed.
The WHAT prompt places user needs front and center. As with any experiential design exercise, understanding what the user is trying to achieve and working to meet that need will yield higher success rates.
3. Define Key Performance Indicators (KPIs) for each of the goals to measure and continuously optimize them once the experience is live.
The last prompt asks the brand to determine the WIN, defining how success is measured for the user and the brand. Wins refer to how brands differentiate themselves from existing in-market experiences. What new capabilities, for example, that don’t currently exist in the market can your brand fulfill to meet end-user needs?
Based on the list that has been culled, three specific goal statements can be formed. Here are some examples:
Once the goals have been refined and agreed upon, it’s time to make them measurable by outlining KPIs for each.
Metrics should focus on the tangible outcome of achieving the goal and directly answer the question, “How will we know if we’ve achieved the win?”
The end product is a one-page document that incorporates business priorities with end-user needs to inform how the automated messaging experience will be built.
When conducting these exercises, it’s important to have the right people in the room who can articulate the business priorities, identify target user segments and speak to those user’s needs. Including the correct stakeholders is key. For example, in the above goal to provide self-service for customers, leaders from the customer service team should be involved to provide context for achieving the win and to develop specific KPIs to monitor success.
Try out the “Who, What, Win” exercise to create new experiences or use this approach during a workshop to evaluate existing experiences. Once goals are set, they should be reviewed through periodic reporting and optimized on an ongoing basis to drive continuous improvement.
If you’d like to get more information about how Snaps can help your organization create successful AI-powered marketing, sales, and customer care experience, reach out to schedule a demo.
Snaps is changing the way brands build relationships with consumers through conversation. Global brands like Nike Jordan, Marriott Rewards, Live Nation, VICE and more leverage the Snaps Conversational Marketing Platform to acquire new customers, increase lifetime value and improve customer experience with messaging technology. Snaps is an Inc. 100 business, one of the few companies listed in Facebook Messenger’s Partner Directory, a designated Leader’ by Opus Research and frequently covered by Forrester research on conversational marketing.