MKT.7:4.1 - Identify the actual relationship and the event needing a decision

Name the contribution, customer situation and period concerned. Identify the people receiving the result, deciding continuation, paying and providing the work. Recover what is currently agreed, which contributions have occurred, what remains open, and which contact or next action is appropriate under the existing arrangement.

Describe the event without prematurely interpreting it: a service period is ending, a report was not delivered, the customer declined an invitation, an expected purchase did not occur, or the customer requested a pause. Then determine whether the event is actually unusual for this relationship. A quarterly need cannot be judged by a monthly repurchase expectation. A contact changing jobs can interrupt communication without changing the organisation’s need.

Use MA.8, Account for Customer and Product Economics Over Time when timing, cohorts or future economics affect the decision. Preserve who was eligible for renewal, the observation period and the meaning of nonpurchase. Do not infer an individual customer’s reason from a population retention rate.