This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines a structured approach to understanding customer behavior through a set of diagnostic questions, categorized under Phase 3, Step 1 of the CPF (Customer Purchase Framework). It emphasizes the importance of gaining insights into various components that influence purchasing decisions.

The questions are segmented into several key areas. First, it addresses the roles involved in the purchase decision, exploring the relationships among these roles and the backgrounds of individuals in key positions within the customer’s organization. This foundational understanding is crucial for identifying how decisions are made and who influences them.

Next, the slide delves into the context of the buying process. It prompts inquiries about the frequency of situations that trigger purchases and how customers navigate through these stages. Understanding customer participation and the sources of information they rely on can reveal patterns that inform marketing strategies.

The central focus is on the desired experience of the customer. Questions here aim to uncover the specific situations customers find themselves in and how they define success in their purchasing journey. This insight is vital for tailoring offerings to meet customer expectations.

Additionally, the slide highlights the significance of pre-existing beliefs and attitudes. It encourages exploration of where customers prefer to make purchases and how their memories and expectations shape their decisions.

Overall, this slide serves as a comprehensive guide for organizations looking to refine their understanding of customer behavior, ultimately aiding in the development of more effective strategies.

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