Companies often assume a new customer already knows and understands everything about how the company works. They find themselves lulled into a false sense of security after a positive kickoff meeting or unboxing experience. The organization rides the wave of a good Activate phase into the Acclimate phase and expects the great experience to continue as the customer acclimates to the way the organization does business. Plus, it’s all clearly spelled out in the paperwork that gets sent out to the customer—whether it’s a service contract or a proposal. And of course customers read that stuff
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