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The Diagrams Book by Kevin Duncan

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44  THE FUNNEL, HOPPER OR LEAKY BUCKET

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• This diagram can be viewed as a narrowing funnel, a tapering grain hopper, or a plain old bucket.

• In most instances the wider top represents a larger volume or number.

• In this example, it is being used to look at the process of acquiring new customers.

• There are a large number of prospects who are not yet customers, and eventually a proportion become so.

• Over time new customers become old ones, and this increases the chances of them experiencing a problem with the product or service.

• If this dissatisfaction is not dealt with effectively, then they will leave and so become ex-customers.

• This ...

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