MKT.7:1 - Problem frame

Use this pattern when the next useful contribution in a customer relationship is uncertain, an expected continuation does not occur, or a failure requires recovery. It covers continuing a suitable arrangement, changing it, pausing, restoring a damaged contribution and ending the relationship or a particular part of it.

The result is a justified, permissible next contribution or ending, agreed to the extent the parties’ decisions require, with responsibilities, remaining obligations and evidence of what actually happened. Relationship continuation is not the same as another sale. A completed one-off contribution can end well; a continuing relationship can contain a long interval without a purchase.

The intended reader can recover the customer’s current situation, commitments and relevant performance, and can obtain decisions from the responsible people. A known ordinary renewal under unchanged conditions can use its existing arrangement. A fully completed transaction with no unresolved obligation does not automatically need a retention programme. This method does not determine legal remedies or override the customer’s choice about further participation.