/continuous-improvement-loop

name: continuous-improvement-loop
description: "Run Part 12 — the continuous improvement loop. Aggregates market + operating signals into product/offering recommendations. Runs alongside live operations, not as a one-time activity."
user-invocable: true
triggers:
  - run the continuous improvement loop
  - run part 12
  - aggregate market and operating signals
  - feed back into product offering decisions
  - quarterly business review feed-back
  - product offering improvement recommendations
allowed-tools: Read Write Edit Bash Glob Grep
engagement-part: "12"
view-preference: both

/digital-marketing-pro:continuous-improvement-loop — Part 12 Continuous Loop

Part 12 is the continuous improvement loop that runs alongside live operations from go-live onwards. It aggregates market signals and operating signals into recommendations that feed back into the brand's product, offering, and service decisions.

Context efficiency

Heavy skill. **Grep before Read** any referenced file, then `Read` only matched ranges with `offset` + `limit`. List the brand's workspace at `~/.claude-marketing/brands/{slug}/` (or `$CLAUDE_PLUGIN_DATA/digital-marketing-pro/brands/{slug}/` when that env var is set) before opening files. On re-invocation mid-session, skip files already in context.

This is **not a one-time activity**. It runs perpetually once Part 11 is complete, with formal output at each Quarterly Business Review (QBR) and ad-hoc output when significant signals warrant.

Why this exists

Without an explicit feedback loop, marketing operates on assumptions made months ago. Markets shift, customers evolve, competitors move, products are refined — but if these shifts do not flow back into the strategy, the engagement silently grows stale.

Part 12 closes the loop:

• Market signals → strategy refresh
• Operating signals → tactical optimisation
• Product / offering signals → recommendations to product / business teams

The 4 Signal Sources

Source 1: Quarterly Business Reviews

Every quarterly review (per [reporting-cadence.md](../context-engine/reporting-cadence.md)) generates structured signals:

• KPIs vs targets (which targets were missed; which were beaten; pattern across quarters?)
• Channel-mix performance (any channel consistently outperforming or underperforming the v2 plan?)
• Audience segment performance (any segment showing different behaviour than the personas predicted?)
• Competitive shifts (any competitor moves that materially change the landscape?)
• Strategy alignment audit (is what we are executing still what the v2 strategy says we should be executing?)

Source 2: Customer Feedback Themes

Feedback from across customer touchpoints:

• Customer service tickets (volume by topic, sentiment trend)
• ORM (Online Reputation Management) — review sites, social mentions
• Sales team conversations (objections heard repeatedly, requests not yet met)
• Customer journey friction observations (where customers drop off, where they ask for help)
• Survey / NPS responses
• Customer interviews

Source 3: Competitive Intelligence

From the ongoing competitor monitoring (existing `/digital-marketing-pro:competitor-monitor` skill):

• Product / offering shifts at competitors
• Pricing changes
• Positioning shifts (messaging, target audience)
• New entrant emergence
• Acquisitions / partnerships changing the competitive landscape

Source 4: Team-Discovered Patterns

Insights from execution that the team surfaces:

• Campaigns that consistently underperform — may indicate product-market mismatches
• Audiences requesting features the product does not yet offer
• Conversion friction points that recur across many campaigns
• Channel performance patterns that suggest the buyer journey has shifted

Cadence

Part 12 is active continuously, with structured outputs:

| Cadence | Trigger | Output | |---------|---------|--------| | **Daily / weekly** | Automated signal capture as part of normal operations | Signals logged to `part-12-continuous-improvement/signals.jsonl` | | **Monthly** | Monthly performance report | "Signals This Month" section in the report; logged to signals.jsonl | | **Quarterly** | QBR | Structured Part 12 deliverable — see below | | **Ad-hoc** | Significant signal (e.g., competitor product shift, sales team flagging recurring objection, KPI suddenly cratering) | Ad-hoc Part 12 brief produced within 1 week |

The Quarterly Part 12 Deliverable

Each quarter, the continuous loop produces a structured deliverable for the brand business owners — not just marketing leadership.

Structure

---
document: part-12-quarterly-improvement-brief
engagement: {engagement-id}
quarter: {YYYY-Qn}
produced: {iso-timestamp}
audience: brand business leadership
---

# Quarterly Product & Offering Improvement Brief — {Quarter}

## Executive Summary

(3-5 sentences. The signals that matter most. The recommendations that follow.)

## Signal Aggregation

### Market signals
{Macro market shifts observed in the quarter}

### Customer signals
{Aggregated themes from customer feedback, ORM, sales conversations}

### Competitive signals
{Competitor moves that warrant response or reflection}

### Operating signals
{Patterns from execution — campaigns that under/outperformed; audience surprises; channel shifts}

## Implications

### For the brand strategy
{What in the v2 strategy looks confirmed by the quarter? What looks weakened? Anything that warrants v2.x update-back?}

### For the channel mix
{Any channel reweighting recommended?}

### For the product / offering
{This is the unique Part 12 contribution. What signals suggest the product or offering itself should change?}

## Recommendations

### To the marketing team
{Tactical adjustments — typically already in flight from monthly optimisation, but formalised here}

### To the product / business team
{The substantive Part 12 output — recommendations about product, offering, pricing, distribution that flow from marketin