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BALDRIGE AWARD WINNING QUALITY
customer groups, you should also indicate the frequency of the action or feedback. A
simple table like this can serve as most of your answer to the rst two questions. If you
wanted to expand the table to also indicate when in the customer lifecycle the listening/
feedback approach is used, you can also cover the third question. In answering the third
question, you need to identify the major phases in the customer lifecycle. For example,
one company identied the following phases:
• Suspect – potential customers that could have a relationship with the rm
• Prospect – qualied leads that buy from a competitor ...