Why has Exotel's SMS delivery rate dropped by 15% for enterprise customers over the past month?

Introduction

The sudden 15% drop in Exotel's SMS delivery rate for enterprise customers over the past month is a critical issue that demands immediate attention. As we analyze this product challenge, I'll employ a systematic framework to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

I'll begin by clarifying the context, then rule out external factors before diving deep into the product ecosystem, metric breakdown, and data analysis. From there, I'll generate and validate hypotheses, conduct root cause analysis, and propose a comprehensive resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change in our systems. Has there been any significant update to our SMS delivery infrastructure in the past 1-2 months?

Why it matters: Recent changes often correlate with performance shifts. Expected answer: Yes, there was a major update. Impact on approach: If yes, we'd focus on the update's impact; if no, we'd look at external factors more closely.

• Considering the specificity to enterprise customers, I'm wondering about segmentation. Are we seeing this drop across all enterprise customers or is it concentrated in specific industries or usage patterns?

Why it matters: Helps narrow down potential causes and affected user groups. Expected answer: The drop is more pronounced in certain industries. Impact on approach: If concentrated, we'd investigate industry-specific factors; if widespread, we'd look at broader system issues.

• Given the magnitude of the drop, I'm curious about any changes in measurement or reporting. Has there been any modification to how we calculate or report SMS delivery rates recently?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement methods. Impact on approach: If changed, we'd need to recalibrate our analysis; if not, we can trust the reported drop.

• Considering potential external factors, have there been any significant regulatory changes or carrier policy updates in the past month that might affect SMS deliverability?

Why it matters: External factors can have sudden, widespread impacts. Expected answer: No major known regulatory changes. Impact on approach: If yes, we'd need to adapt our system to new regulations; if no, we'd focus more on internal factors.