Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

MarketingOS · screen 01 of 05

Campaigns from conversations

Creative built from what customers actually said, in the words they said it in.

3 issues · 2 waiting on you

Issues in scope

3 instances across 2 places

Waiting on you

0 already decided in this session

Three largest

AED 3.6m–AED 12.1m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country marketing

Scope

Oman

27 stores · all capabilities

Listen

Voice agent conversationsExisting call centre conversationsWhatsApp threadsComplaint and review text

Process

What was said, not what was assumedWhich objection repeats by catchmentIs the claim supportable by stock

Act

Brief written from real languageCreative produced per marketClaim blocked where stock cannot support it

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues · 2 waiting on you

Approve

The objection repeated most often in Oman calls has never appeared in a campaign

Oman

What happened

Across voice and contact centre conversations in Oman, one objection accounts for a large share of unconverted enquiries in the category. Campaign messaging for that category addresses a different concern entirely.

Why it matters

Creative built from a brief is a guess about what customers care about. Creative built from the objection they keep raising is the same spend aimed at the thing actually stopping the purchase.

Already done

The objection is extracted with frequency by catchment and language, with the exact phrasing customers use, ready as a brief.

Worth

AED 2.1m to AED 7.0m a yearModelledCampaign spend aimed at the objection customers actually raise rather than at a brief. Value is the conversion difference on the affected category.Unconverted enquiries on the repeated objection

Then what

Brief with phrasing, frequency and catchments, into the creative cycleCountry marketingReports back 26 Sept

If approved

The brief goes to creative with the phrasing, frequency and catchments attached

If declined

The next cycle runs on the current brief, without the objection evidence in it

Draft

Three creative concepts are drafted from Oman conversations and waiting

Oman

What happened

Copy, hook and angle for each, written in the language the objection was raised in rather than translated from English.

Why it matters

Translated creative reads as translated. Written from the original conversation it reads as local, which is the whole argument for having the conversations in the first place.

Already done

Drafted per market with the source conversations attached, so the claim behind each line can be traced.

Worth

AED 1.5m to AED 5.1m a yearModelledCreative written in the language the objection was raised in. Value is the response difference against translated creative.Response on locally written creative

Then what

Three concepts released to productionCountry marketingReports back 23 Sept

Concept one, Arabic, Al Ain catchment. Hook built on the delivery timing objection raised in 38% of unconverted enquiries. Full copy, three image directions and a fifteen second cut attached.

Declined

A campaign claim was blocked because the stock position did not support it

Al Salam Mall, Salmiya

What happened

Draft creative made an availability claim across a category. Current stock across the affected stores could not meet the demand it would create.

Why it matters

Advertising something a store cannot supply produces a trip, a disappointment and a complaint, and it costs more than the campaign was worth. This is the one place the system refuses to say something publicly.

Already done

The claim is held with the stock position attached, so the decision to run it anyway is a documented one.

Exposure

Not a revenue lineAn availability claim the shelf cannot meet produces a trip, a disappointment and a complaint volume that costs more than the campaign.Claims held against the stock position

Then what

Claim held with the stock position attachedCountry marketingStanding, no return date

Override

Country marketing can override

Cost of overriding

An availability claim the shelf cannot meet turns a campaign into a complaint volume