Primary Use Case: Social Lead Capture & Deduplication

Background Overview

Leads enter through multiple social channels (WeCom, mini-programs, QR codes) with varying data quality. Without proper capture and deduplication, teams waste time on duplicate efforts and miss genuine opportunities. This primary use case describes lead capture workflows, deduplication processes, and data enrichment to ensure lead quality.

Goals & Value

• Multi-entry Access: Capture leads from all social touchpoints.
• Precise Deduplication: Identify and merge duplicate leads accurately.
• Structured Archiving: Organize and store lead data systematically.
• Quality Scoring: Rate lead quality for prioritization.

Participating Roles

• Marketing: Generate leads through campaigns and activities.
• Sales: Receive and follow up on qualified leads.
• Operations: Manage lead capture systems and processes.
• Data Team: Implement deduplication algorithms and quality scoring.
• IT Team: Maintain lead capture infrastructure and integrations.

Primary Scenario User Story

As a marketing manager, I want to capture leads from all social channels and remove duplicates automatically, so that I can ensure lead quality and improve sales efficiency.

Sub-scenario Details

Sub-scenario A: Multi-channel Lead Capture

• Roles & Triggers: Leads enter through various social channels.
• Main Process:
  1. Capture leads from WeCom, mini-programs, QR codes, forms.
  2. Standardize incoming lead data formats.
  3. Extract key information (contact details, source, timestamp).
  4. Route leads to appropriate systems and teams.
• Success Criteria: Complete capture from all channels; accurate data extraction; proper routing.
• Exceptions & Risk Control: Data quality issues; capture failures; system integration problems.
• Metric Suggestions: Capture rate, data completeness, routing accuracy.

Sub-scenario B: Identity Resolution & Deduplication

• Roles & Triggers: Need to identify duplicate leads.
• Main Process:
  1. Analyze lead data for potential duplicates.
  2. Match leads using phone, email, name, and behavioral patterns.
  3. Merge duplicate records into unified profiles.
  4. Preserve all interaction history and touchpoints.
• Success Criteria: Accurate deduplication; complete data merging; preserved history.
• Exceptions & Risk Control: False matches; missed duplicates; data loss prevention.
• Metric Suggestions: Deduplication accuracy, merge success rate, duplicate prevention rate.

Sub-scenario C: Data Enrichment & Scoring

• Roles & Triggers: Need to enhance lead quality and value.
• Main Process:
  1. Enrich lead data with external sources and behavioral data.
  2. Calculate lead quality scores based on multiple factors.
  3. Segment leads for targeted follow-up.
  4. Update lead profiles in real-time.
• Success Criteria: Accurate enrichment; meaningful scores; effective segmentation.
• Exceptions & Risk Control: Data enrichment failures; score accuracy; privacy compliance.
• Metric Suggestions: Enrichment success rate, scoring accuracy, segmentation effectiveness.

Sub-scenario D: Lead Distribution & Handoff

• Roles & Triggers: Qualified leads ready for sales follow-up.
• Main Process:
  1. Route leads to appropriate sales representatives.
  2. Provide complete lead context and history.
  3. Set expectations and SLAs for follow-up.
  4. Track lead progression and conversion.
• Success Criteria: Efficient distribution; complete handoff; good conversion rates.
• Exceptions & Risk Control: Distribution failures; context loss; SLA violations.
• Metric Suggestions: Distribution accuracy, handoff success rate, conversion rate.

Scenario-level Test Case Examples

Test Preparation: Prepare lead capture systems, deduplication algorithms, enrichment tools, and distribution workflows.

Test Case A-1: Lead Capture from Multiple Channels (Positive)

• Prerequisites: Leads entering through various channels.
• Steps:
  1. Leads submit forms via different channels.
  2. System captures and standardizes data.
• Expected Results:
  • All leads captured successfully.
  • Data standardized and organized.
  • Leads routed to appropriate teams.

Test Case B-1: Duplicate Detection & Merge (Negative)

• Prerequisites: Same lead enters through multiple channels.
• Steps:
  1. Lead submits information multiple times.
  2. System detects potential duplicates.
• Expected Results:
  • Duplicates identified accurately.
  • Records merged with complete history.
  • Unified profile created.

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