Sort SMS performance signals into capability, opportunity, and motivation issues.
Sort each SMS performance signal into the most likely COM-B issue. Capability issue Opportunity issue Motivation issue Many replies ask 'who is this?' Customers click but ask where to enter the code The same segment received three texts in four days A relevant waitlist alert was sent after local quiet hours Loyalty members ignore a generic new-customer discount High-value buyers click but do not use a low-value free-gift offer The CTA says 'learn more' but the goal is checkout The lunch-hour send asks people to complete a ten-minute preference survey
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