Text Box: How Complex? An early CPM activity is definition of Client Path stages—a process important in the range of air and water to life. One practical question is “supportable complexity.” It might be arguable that a company has eight distinctive stages for Prospects. But relevant communication to all eight stages requires careful data management—tracking progress through all eight stages. If this simply will not happen, it’s better to define two or three stages that can be realistically tracked. Resultant communication will still be in the top 90% of current marketing execution. Next we must say: We will work on increased Customer loyalty; and we’ll work hard to keep people progressing along the Client Path. Since we CAN micro-communicate, what kinds of touches will be most helpful? This kind of analysis leads to Client Path definitions such as “Lapsed Customer” that can become a whole new avenue of marketing effort.

CriticalQuestions

Acme Furniture: Client Path Stages

Quality Stranger—Acquaintance—Cool Prospect—Hot Prospect—

Lapsed Prospect—New Customer—Steady Customer—

Lapsed Customer—Advocate