from the Customer Insight Tools Collection
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Consumption Chain Analysis Guide of the Week - A customer consumption chain represents the complete set of experiences a customer goes through in trying to accomplish their jobs-to-be-done, from initial awareness of need all the way through to word of mouth referrals, renewals or moving on. The dilemma is that many organizations split the chain up into pieces, resulting in a less than ideal customer experience. This guide shows you how to map a consumption chain, use a technique we call quizzing to deeply understand it and learn to connect it to the desired customer experience, for a specific segment.
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