Organizations often forget to plan for evolving and growing the Communication Tool's layer. Most important, the game is ready to run and can go live. As a result the team often realizes too late that they do not have the means to grow and maintain the user base. The publisher will become reactive instead of pro-active. It will be hard to break the cycle and consequently will slow down the publisher. Make sure you have a communication tool setup that allows to feed the right data into your systems. But also to allow to use the learning from that data to grow, maintain, and convert your user base.
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