The customer activation framework

What is the customer activation framework?

The customer activation framework is a step-by-step model for identifying the specific customer actions that are statistically linked to retention, expansion, and differentiation, then mapping those actions to the right persona and stage so your team knows exactly what to promote and when.

What's inside the framework?

The framework has six sections, each building on the last:

1. Define your business goals
2. Establish the data signal
3. Map high-value actions to persona and stage
4. Design your cross-functional channel system
5. Roll out with crawl, walk, run
6. Measure what matters

How to use the framework

Start with the goals in section one, then prove the correlation with analytics in section two before building anything else. Work through the rest as a small pilot: pick one or two owned channels, segment by stage only at first, and hold off on the full persona map until you've proven adoption lift.

Watch section six closely once you're live. A lift in awareness or retention validates the model and earns the buy-in you'll need for the cross-functional "run" phase.

Download the customer activation framework

The customer activation framework

The customer activation framework Map the customer actions that actually drive revenue, then build a system to activate them. Launching a feature and hoping customers adopt it isn’t a strategy. This framework walks you through a data-backed model for identifying the specific, statistically proven…

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