Tesis Estrategica de Comunicación Movistar

Apply the three-question test: does the impact add more trust than it consumes, are you selling from clarity or noise, and will the customer perceive value or pressure. If any answer is negative, reformulate, simplify, or reduce intensity.

This framework defines nine positive drivers including clarity, trust, curation, relevance, and useful personalization, plus nine anti-patterns to avoid such as saturation, generic promotion, artificial urgency, and indiscriminate pressure.

Each channel must fulfill a specific role and move the customer to the next natural step. CRM should personalize rather than accumulate messages, stores should reduce anxiety, and Movistar+ should protect the leisure experience.

Avoid high-frequency tactics when the format consumes more attention than the value it provides, when personalization feels like pursuit rather than help, or when repetition replaces a coherent channel architecture.

The Planner and Campaign Manager roles load this framework to govern all communication decisions. It serves as the philosophical layer that orders channel, message, pressure, frequency, and format choices before execution.