Setting clear Objectives and Key Results (OKRs) for the initial enquiry process is essential to ensure alignment with broader business goals. Objectives should be ambitious, yet achievable, such as increasing the number of qualified leads or improving conversion rates. Key Results are measurable indicators of progress towards attaining the objectives. The Objective and Key Results provided below serve as an example of what a business might want to achieve.
Objective
Provide new leads with a seamless welcome and follow-up experience to foster engagement and conversion.
Key Results
Achieve a 25% increase in email click-through rates for welcome messages via personalised content.
Improve lead response time by 30% through follow-up communications within 24 hours of initial engagement.
Increase conversion rates by 15% through follow-up messages that address prospect needs and preferences.
The opportunity is in the obstacle
As strange as it may sound, obstacles related to engaging with leads effectively can actually optimise your organisation’s welcome and follow-up stage. Inspired Business Design can help you identify and address constraints at this stage to ensure that you deliver the right messages at the right time, leading to higher conversion rates and customer satisfaction.
These obstacles tend to fall under one of the following categories:
Processes
A lack of standardised welcome and follow-up procedures typically leads to inconsistent experiences for leads.
Tools & technologies
There may be limited CRM capabilities for automated welcome message delivery and follow-up scheduling.
Resources
Too few staff members have been allocated for manual follow-up of lead interactions, resulting in delays and missed opportunities.
Hidden [psychological] obstacles
The tone and format of follow-up messages is inconsistent, which impacts the perception of leads and the engagement that follows.