App Adoption

Move customers from assisted and branch channels onto the app - the cheapest servicing channel.

Vertical: BTL · Status: ⬜ Planned Back to BTL · workflows index

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Trigger

Customers transacting through high-cost channels who have not installed or activated the app.

Flow

identify non-app-active customers
        |
segment by why: not installed | installed inactive | single-feature
        |
targeted nudge per segment      [Creative Agent]
        |
dispatch                        [channel dispatch]
        |
measure activation, not installs   <- the metric that matters

Why it is a retention workflow, not a marketing one

App-active customers cost less to serve, lapse less, and generate the behavioural signal every other Program workflow depends on.

This workflow is quietly a prerequisite for the rest of BTL: without app engagement there is far less behaviour to segment on.

Agents involved

Creative Agent - Segmentation Agent (proposed).

Blocked on

App analytics integration and channel dispatch.

Roadmap source

Page 2 - WA Bot / App Adoption / Digital Web — see roadmap_ref_extracted.md.