Introduction: Sit with the relevant people in your company and evaluate the issues in the Areas To Question column on the left hand side of the tool. Are they appropriate and relevant for your kind of business and your particular business environment? Adapt them to fit your business and your customers. These are the questions you’ll be discussing with your customers, so develop a set of questions that will frame conversations that you and your customers will find helpful in reviewing your business interactions.
Then develop a set of action steps for where, when, and how to introduce these questions to your customers, and identify who will lead the conversations (for example, in person or over the phone, during a lunch meeting at a restaurant, during a sales call, or on your premises?).
Finally, have your people clearly state the rationale for each action step. This ties it into your game plan and brand promise. The rationales developed here can then be used to coach your people who are not involved in this process to understand how the issues apply to them in their day-to-day work.