Leads - Enrichment - Marketing - ReEnrichment - Allocation (Self Serve vs

Assisted)

Teams Routing Stickiness logic

Onboarding Team Leads, Non Verified Customers, Self Serve Customers, Non Sticky
Transacting but non allocated customers
(Platform activity,
history will be visible
to other agents)

CogoONE Agents Transacting + KYC Verified Customers Sticky*

Plan of Action
1. Design and Deploy Marketing Journey’s as per section 5.
a. Deployment and Monitoring of Basic Journeys - AG / Javin - Starting today.
b. Enhancement if required - in case of Feedback from AG.
2. Lead user lifecycle progression:
a. Define lifecycles - Done
b. Build lead scoring to progress users through their lifecycle. (Close the loop with enrichment, marketing and allocation engine) - In
Progress
c. Define verification process of lead users to be converted to org users
d. Provide required capabilities, features and flows in the CogoOne KYC team’s interface.
3. Make enhancements on the DIY platform for better adoption. - Prudhvi

1. Platform Adoption Team - CogoOne KYC Team.

1. Fresh SignUPs / Abandon SignUps Recovery

2. Onboarding New Users
3. KYC Verifications
4. Guiding Customer through platform
5. Trade party Verification Requests
6. Service Provider Onboarding Verifications
7. User Access Request
8. User Deactivation
9. Profiling of Customer and CP to IE or IE to CP Conversions
10. Cogoport Introduction to Customer

11. Platform Demo’s

12. No assisted bookings: If assistance needed and customer not ready to do DIY then mark them as “Needs RM” or “Ready for dedicated
RM”.
13. Based on communication activity of the onboarding team members with a lead user and the activity or lifecycle progression of the user
the system will mark a lead user as “not relevant for Cogoport” or “find another lead user” and pass on this feedback to enrichment
engine.
a. This logic needs to be polished.
14. Performance & Monitoring Dashboard and Alerts for the team for self assessment of their performance and
a. WAU, MAU
 b. Lifecycle bucket of users
c. Engagement funnel of DIY users with highlighted list of users who need attention.
d. JTBD
i. Calls
ii. Demos
iii. KYB and Verification
iv. Persona changes

1.1. Flows:

1. All the KYC Request will be Sent to KYC CogoOne Team in round robin
2. All the New Website Users will Sent to this team in round robin fashion - not registered users

3. All the New Whats App Users will Routed

4. All the New Users - Leads/Non KYC Verified Sent to CogoOne KYC Team.
5. Cases where system allocates a dedicated RM to a lead user:
a. User onboarded by existing RM
b. User invited by existing org user which has a dedicated RM
c. User from a high value Org in the following cases:
i. 1st transaction

ii. Reduced transaction of transacting accounts.

6. Re-visit and verify the flows for Invited Users, Onboarded Users and SignedUp users
7. Merging of orgs. Merge only in case of credit customer??

1.2 Metrics :

1. Weekly Active Users

2. Monthly Active Users

3. Monthly Transacting Customers (DIY)

4. Knowledge Base Enrichment in CogoAcademy.

1.3 Attribution to Agents :

1. if agents connected with customer and interacted in specified period of time / demo given and then platform activity occurred.

2. Lead users lifecycle:

EL = Enriched Leads = Leads with mobile or email info. Marketing campaigns will be run on these.
MQL = Respondent = Customers who click or open the communications/campaigns
AQL = Auto Qualified Leads = Lead users having high engagement score [From MQL to AQL marketing journeys to be defined]

OAL = Onboarding Accepted Leads = Claim on CogoOne

OQL = Onboarding Qualified Lead = Demo + PAN
SQL = Sales Qualified Lead = Marked as ready for dedicated RM by Onboarding Team.
Verified =
Users whose mobile or email has been verified

Plus users who have been invited by an existing user in the org or Users who have done a re-KYB
TXN - Org

OQL to SQL/Verified/Txn: Once the demo is done and the basic information of the org has been added by the onboarding team the option
to mark a user or account ready for dedicated RM will open up. Once marked as ready for dedicated RM the user will become
SQL/Verified/Txn based on the milestone.
EL to MQL to AQL or Auto User Feedback: ELs who respond or react to our communications become MQL and MQLs with high score
get converted to AQL and remaining users are given negative feedback from the marketing engine that these users have low engagement
or are not relevant. These feedbacks go to enrichment engine.

3. GAP’s in current flows:

1. Marketing Journeys with loop closure and visibility
a. Upon Completion of Journey - Either of below Should happen
i. New Journey Should Start - (Various Segmentation needs to defined e.g. User with No Transaction, User with 2 Transaction and
respective Journeys)

ii. Contact should be sent to ReEnrichment if the Engagement score is below threshold ?
iii. Lead Should be assigned to Platform Adoption team/Onboarding Team - for further nurturing
1. In case of self serve they should be able to guide customer
2. in case customer needs dedicated Relationship manager then onboarding team should mark that account ready to allocated -
(Once RM is allocated then a mail from the system should go to the customer and the RM should be notified on the platform)
3. if customer is still not interested then mark them not relevant -
2. Allocation - Sticky vs Non Sticky
a. Customers with Subscription Plan → Sticky
b. Customers with High Volume | High Logistics Value → Sticky

c. Customers with fewer transactions/low value trade in calendar year → Non Sticky
3. Enrichment Engine
a. Input from Marketing Campaigns
b. input from Agents
c. Input form IHLS on wallet share

4. Things needs to built / enhanced:

1. Lead Scorings + Lead Lifecycle → for Allocation of Leads

2. Automated Campaigns Loop Closure
a. Enrichment of Details (Input to enrichment)
b. Platform Adoption Team/ RM (Input to Agent in CogoOne)
c. Allocation of Account (input to allocation engine to decide who its should be allocated)
3. Platform Adoption/Onboarding Team → No System present currently
a. System to be built for Onboarding Team
i. CogoOne Updates
b. International calling capability - X
i. Need to built International Calling | VOIP System
4. Voice Call - CogoOne Updates
5. Onboarding Team / Platform Adoption Team - CogoOne Updates

6. Calender - https://www.figma.com/file/F20zbA67nUM8JNhRxtaAlj/ADMIN-(Live)---Web-(L-N)?type=design&node-id=25385%3A1323
33&mode=design&t=HmnW4TaquaAeDG1G-1 - Connect your Figma account

5. Marketing Journeys:

Stuti:
https://miro.com/welcomeonboard/NWRaQXFjN3M1a1dZa1pMMkI2c1Q1cEt5NTdreWc2TlYyM0h5b0FqYjh5eGM1YUt0NW52cHg5
UkJhRWpnTFpjTXwzNDU4NzY0NTMwNDIwNzgyNTk3fDI=?share_link_id=782813159612

Ruby:
 https://cogofreight.sharepoint.com/:x:/s/ArchivedData/ERFW56z3WZVCrdvcUM2ZL58BAobMsklBC9IZRMj2tDR_nw?e=4%3AQt7
jED&fromShare=true&at=9&CID=1ea49ec9-68f5-dcc7-0bab-1fdca2be8eaf RESTRICTED CONTENT

Sankalp:
MarTech ( Lead to User )

Khushal:
CP User Journeys

Bare minimum marketing Journeys -

1. Customers Ageing on Platform

a. less than 10 days

b. less than 20 days

c. less than 30 days

d. less than 60 days

2. Customers
a. KYC Journey’s

b. Customers