07. Solution to Exercise 1

Issue Tree Exercise: Solution

Example problem statement:

Why has customer retention in the past 3 months declined when compared to others?

1. Have customers stopped buying the product?
   
   a. Have they graduated out of buying the product?
   
   b. Did they opt out because of price?
   
   c. Did they opt out because of quality?
   
   d. Was the product not a necessity?
   
   e. Is the frequency of purchase greater than 30 days?
   
2. Have customers switched to alternatives?
   
   a. Have they began to buy competitor products that are higher quality?
   
   b. Have they began to buy competitor products that are cheaper?