The review that found nothing
Find why six weekly reviews of the lead handler logged no change while referral replies went to the wrong person, and say what the review should have held.
On this page
Six weekly reviews in a row logged "no change", and each was accurate about what it looked at. The leads that went wrong were in none of it. The lesson this practises is the weekly review.
The situation
The agency's lead handler answers about 400 leads a month, roughly 92 a week, from three sources: the website form (about 70%), the general inbox (15%) and the partner-referral form (15%). It looks each lead up in the CRM by email and drafts a reply. It is in its first weeks, on the launch setting: an account manager is meant to read 1 sent reply in 5, and the owner runs a 20-minute review every Thursday. Before launch about 9 leads a week matched no CRM contact. The first six review logs each read:
Sample: 0 wrong of 18, the first 18 replies sent on Monday. Escalations: 5, fine. Spend: $0.50 of tokens, under the $25 budget. Eval: not run, nothing changed. No change.
In week 7 the referral partner forwarded a reply addressed to her, about her own account. Since week 1 her form has put her own email in the email field and the client's in a new referred_email field, so every referral lead matched the partner's CRM record. Assume one wrongly addressed referral in ten is lost, a $1,500 first project.
The question
Find the defects in how these six reviews were run, and say what the week-2 review should have caught and changed.
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