ABSTRACT
In a program, a number of customer visits are planned and executed as a set. The combination of explicit planning and consistent execution across multiple visits produces more information of higher quality. Of course, as suggested in the previous chapter, much of the customer visit activity that goes on today is not programmatic at all, but is simply opportunistic or ad hoc. Even when multiple visits are deliberately undertaken, there is considerable variance as to how much planning goes into these visits and how well the visits are executed. As a result, many of the customer visits that are conducted are not as effective as they might be. The primary mission of this book is to improve the conduct of visit programs to make them more effective.
