English
8x8 Matrix Contact Tracing
The “8x8” system is a structured approach to lead nurturing, designed to rapidly establish rapport and top-of-mind awareness with new contacts. Its effectiveness is rooted in psychological principles of memory, learning, and social influence. Key concepts underpinning its success are frequency and recency. Repeated exposure increases salience in memory, relating to the Encoding Specificity Principle. Frequent contact provides multiple encoding opportunities. Information encountered most recently is more easily recalled, relating to Short-Term Memory (STM).
The 8x8 systemโ leverages the Mere-Exposure Effect, Social Exchange Theory, and Persuasion Theory.
The impact of a single contact decays over time, modeled as I(t) = Iโ * e^(-ฮปt), where I(t) is impact at time t, Iโ is initial impact, ฮป is decay rate constant, and t is time since contact. ฮป needs to be estimated empirically.
Optimal contact frequency aims to maximize the cumulative impact while minimizing annoyance, expressed as maximizing ฮฃ I(tแตข), where tแตข represents the time of each contact, subject to constraints on the number of contacts (<= 8), contact frequency (<= fmax), and value delivered by each contact (>= Vmin). A/B testing different 8x8 plan variations is crucial, tracking metrics like open rates, click-through rates, response rates, conversion rates, and Customer Lifetime Value (CLTV).
The generic 8x8 plan should be customized based on market research and message framing. Personalization equation is represented as E = f(D, R), where E is effectiveness, D is level of data-driven personalization, and R is relevance.
The 8x8 system should incorporate email, direct mail, phone calls, and social media.
The success of the 8x8 system hinges on continuous data analysis and iteration.
Chapter Summary
- The “8x8 Implementation: Systematic contactโ Strategies” module establishes consistent and targeted communication with leads over eight weeks to increase familiarity and perceived expertise.
- Repeated exposure increases brand recognition and familiarity.
- Sending mailings before phone calls can prime the recipient, making them more receptive to the call.
- Tailoring the 8x8 plan to specific target groups enhances effectiveness.
- Distribution of contacts over eight weeks uses principles of spaced repetition which can lead to better retention of information.
- Detailed note-taking and integration with a CRM system allows for personalized follow-up, building rapportโ and trust.
- The 8x8 systemโ leverages psychological principles of frequency, priming, and relevanceโ to improve lead conversion rates.
- Consistent and customized communication, combined with CRM integration for personalized follow-up, aims to establish the agent as a recognizable and trusted resource.
