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21. The customer’s activity cycle > Completing the exercise

Completing the exercise

We are however getting a little ahead of ourselves. The key to making this tool work for you is to take it in stages. Resist the temptation to leap at ‘bright ideas’ before you have properly mapped out the full cycle, step by step, detail by detail, ploddingly and meticulously. There are in fact 10 distinct stages to this exercise:

1    Select a customer, a product and a circumstance, and then map out the customer’s activities, in as much detail as possible (the focus on a specific product is important – mapping your whole relationship across a range of products could get too complicated for any meaningful results).

2    Identify the gaps in your knowledge and takes steps to fill them.

3    Identify the points in the cycle where the customer experiences problems (this is vital, see below).


  

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