Customers
The way of an owner from the first contact to a long-term client, in two steps: acquisition and retention.
Purpose
This area holds everything about winning and keeping owners as clients. What we do for them once the mandate runs is in Services and Operations; speaking to an audience rather than one owner is Communication.
The steps
| Step | Goal | Starts with | Ends with |
|---|---|---|---|
| Acquisition | a suitable owner becomes a client | first contact | the mandate is signed |
| Customer retention | the owner stays, and recommends us | the mandate is signed | the mandate ends |
How a step is described
Each step names its goal, where it starts and ends, and the workflows under it. Each workflow step names its input, its activities, its tools and its output; the output of one step is the input of the next.