Worksheet · Updated 23 October 2026
From first impression to the next project.
Involve the people working with marketing, sales and customers day to day. Review a real customer relationship and find where the process flows well and where it stalls.
Use the template
One gap in the customer journey. One improvement with an owner and deadline.
Marketing, sales and the people delivering the work.
See it in practiceFrom a situation to a next step
Illustrative example · not a client case
The customer receives a quick reply. When work starts, they have to explain their needs again. The agreement is in someone else’s inbox.
- Investigate
Follow one case from initial contact to delivery. See which information travels with it, who takes over and where a next step is missing.
- Try
Agree which information must follow the project and who is responsible for the handover. Try the procedure before deciding whether a new tool is needed.
- Follow up
Can the person taking over find the agreement and next task without asking the customer again?
01 / 07
Choose the goal before the actions
Clarify what your business wants to improve and why. That might mean more suitable projects, better margins, more repeat purchases or less administration. Record a baseline and a date to review progress.
02 / 07
The first encounter with your business
Customers may discover you through recommendations, search, advertising or a previous relationship. Consider their need at that moment and whether your message sets accurate expectations.
03 / 07
From interest to contact
Follow the route to a question, order or meeting. Try it on mobile. Assess what the customer needs answered and what you actually need to know to follow up. Improving existing content or a form may be enough.
04 / 07
Clarification, quote and agreement
See who receives the enquiry, who replies and where quotes and agreements are stored. A CRM should help you see the status and next step for each customer. Also clarify why quotes are won or lost.
05 / 07
Delivering the work
Does the agreement reach the person delivering the work? Look at onboarding, tasks, changes and expectations. Invoice preparation is one part of this flow. Avoid asking customers to repeat what you already know.
06 / 07
Follow-up and repeat business
A completed project creates experience that should stay with the customer relationship. Agree who follows up quality, service and new needs. Consider repeat projects together instead of starting from scratch each time.
07 / 07
Choose one improvement to put into practice
Choose the most important gap in the journey. Describe what you will try, who owns the task and what to measure. Agree a focused delivery and review date before expanding the work.
Agree on a commitment.
One practical improvement is a good place to start. Agree on who will take it forward and when you will review whether it works. The plan is included when you download your notes.
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