Success Crafted

Driving Business Success: Key Activities for Growth and Customer Satisfaction

Key Activities in the Business Model Canvas: Research and Development,

Marketing, and

Customer Service

The Business Model Canvas (BMC) is a strategic tool that helps entrepreneurs and business owners to visualize their business model. Among the key activities that businesses must focus on are research and development, marketing, and customer service.

In this article, we will explore these key activities and their relevance to the BMC.

Categories of Key Activities

Key activities are the essential tasks that businesses must perform to create and deliver value to their customers. In the BMC, key activities are divided into three categories: production, problem solving, and platform/network.

1. Production

Production refers to the processes involved in creating and delivering a product or service.

Key activities in this category include manufacturing, assembly, delivery, and logistics. The goal is to ensure that products and services are produced and delivered in a timely and efficient manner.

2. Problem Solving

Problem solving refers to the activities involved in creating solutions that address the needs and challenges of customers.

Key activities in this category include research and development, innovation, and product updates. The goal is to ensure that businesses remain customer-focused and relevant.

3. Platform/Network

Platform/network refers to the activities involved in creating and managing a network of relationships that enable businesses to operate and deliver value to their customers.

Key activities in this category include partnerships, alliances, and collaborations. The goal is to create a strong network that supports the business and its customers.

Typical Activities

Now let’s delve into some typical activities that fall under the purview of the three key activity categories. Research and Development (R&D)

Research and development is a crucial activity for businesses that want to remain competitive and relevant in their respective industries.

The main goal of R&D is to create new products or services, improve existing products, or develop new technologies that can enhance the business’s performance. Here are some typical activities that fall under the R&D category:


New Product Research

New product research involves analyzing market trends and customer needs to identify potential opportunities for new products. It also involves conducting market research to understand customer preferences and behavior.

2. New Product Development

Once the research is complete, businesses can begin developing new products.

Development can include designing and prototyping new products, testing them, and refining them until they are ready for launch. 3.

Updates of Existing Products

Businesses must also keep their existing products relevant and up-to-date. Product updates include making improvements to existing products based on customer feedback, addressing market trends and demands, and adjusting the product to remain competitive.

4. Quality Checks

Quality checks are essential to ensure that the product meets the required standards and is free from any defects.

Businesses can conduct quality checks during the manufacturing process or when products are received from suppliers. 5.


Innovation is a key component of R&D and involves developing new ways of doing things, new technologies or processes that can lead to improved products, reduced costs, and increased efficiency.


Marketing is another crucial activity that businesses must focus on. Its main goal is to promote products and services and attract customers.

Here are some typical activities that fall under the marketing category:

1. Market Research

Market research involves gathering data on customer preferences and behavior, competitor analysis, and analyzing trends in the market to identify opportunities.

2. Branding and Advertising

Branding involves creating a unique identity for the business and its products or services.

Advertising involves promoting products and services through various channels such as social media, websites, and traditional advertising methods. 3.


Sales involve the activities that are involved in selling products or services to customers. This includes negotiating prices, preparing quotes and proposals, and closing sales.


Customer Service

Customer service is an important aspect of marketing and involves providing support to customers and ensuring that their needs are met.

This can include responding to customer inquiries, addressing complaints, and resolving issues in a timely and efficient manner.

Customer Service

Customer service is an essential activity that businesses must focus on to ensure that their customers are satisfied and remain loyal to the brand. Here are some typical activities that fall under the customer service category:



Support involves providing assistance to customers when they encounter issues or problems. This can include providing technical support, answering questions, and addressing concerns.

2. Order Processing

Order processing involves the activities that are involved in processing customer orders for products or services.

This includes receiving and reviewing orders, verifying payment, and scheduling delivery. 3.

Complaint Resolution

Complaint resolution involves addressing customer complaints and working with customers to resolve any issues they may have with the products or services. This can include issuing refunds or providing replacements when products are defective.


In conclusion, research and development, marketing, and customer service are essential activities that businesses must focus on to succeed. By understanding these key activities and their role in the BMC, businesses can develop a strong and sustainable business model that is customer-focused, efficient, and profitable.

By prioritizing these activities, businesses can create a strong brand identity, attract and retain customers, and remain competitive. As such, it is important to dedicate time and resources to these key activities to ensure that the business thrives.

Production as a Key Activity

The production process is a key activity that businesses need to focus on to ensure that they can deliver high-quality products to meet customer expectations. The primary goal of production is to create products that meet customer needs and to do so in an efficient and effective manner.

In this section, we will explore the critical activities that fall under production. 1.

Product Selection and Design

The production process begins with product selection and design. The product design stage involves creating the blueprint that will guide the production process.

This includes determining the essential features of the product, understanding the target market, and considering business goals. In selecting a product, the organization needs to determine the potential consumer base and the size of the demand for the product.

2. Production Process Selection

Production process selection involves choosing the technology that will be used to produce the product.

This includes selecting the machines and tools that will be employed, as well as determining the production line process. 3.

Correct Production Capacity

Determining the correct production capacity is essential when delivering high-quality products to customers. This involves considering the anticipated demand for the product and ensuring that production capacity can meet this demand.

4. Production Planning

Production planning is the stage where the production schedule, activities, and timelines are determined.

Production planning will take into account the expected demand, timeline for delivery, and requirements to ensure customer satisfaction. 5.

Production Control

Production control is crucial in ensuring that the production process remains on track. This includes production monitoring and taking corrective action to mitigate any deviation from the production schedule.

6. Quality and Cost Control

Quality control is essential in delivering high-quality results to customers.

Quality assurance activities can incorporate measures such as product improvement through lean techniques, product comparison, technical analyses, and product testing. Cost control measures aim to execute production operations at a lower cost for the same or higher quality.

7. Inventory Control

Inventory control involves managing the stock of finished products to ensure that there is neither overproduction nor under-stocking.

This can be achieved by forecasting demand, identifying appropriate reorder points, and monitoring inventory levels regularly. 8.

Machine Maintenance and Replacement

Machine maintenance and replacement are essential activities to maintain production continuity. Maintenance activities encompass constant inspection, cleaning, lubrication, painting, and repair works needed to maintain equipment in excellent working order.

Marketing as a Key Activity

Marketing is expected to drive growth in an organization’s sales by linking the product or service to the customers who are willing to buy it. Successful marketing activities are essential to attract, retain, and build brand identity and awareness.

Below are some critical activities under this category:

1. Strategy

Developing a comprehensive strategy is a crucial element of a successful marketing plan.

This involves a tailored and targeted approach that helps to achieve the organization’s marketing goals. It can include tactics such as analyzing market trends, defining brand personality, bench-marking against competition, and establishing marketing budgets.

2. Market Research

Market research gives insight into the strengths and weaknesses of a particular product/services.

The results derived from this activity could significantly influence the marketing strategy and product planning. It involves careful analysis of the market, target customers, competition, socio-economic elements, consumer behavior, and industry trends.

3. Product Development

The identification of the product gap – a particular product or services that do not exist in the market or could be developed better – is integral to product development.

To ensure that products are customer-centric, efforts must be made to understand customers’ unmet needs and trends. This requires thorough research into customers’ explicit and implicit requirements to create better product features and more effective communication strategies.

4. Communications

Communications activities aim to reach and influence customers by creating advertising messages that resonate with them.

Organizations could leverage social media platforms, enhance their online presence, use traditional marketing campaigns or maintain personal communication with the customers. An organization’s communication strategy should align with its overall business strategy and an analysis of the target audience.

5. Sales Support

Sales support activities aim to assist sales teams with strategies that enable them to sell more effectively by recognizing customers’ needs and creating closer, ongoing relationships.

Tools that could be employed are customer relationship management systems, promotional materials such as informative brochures, and providing relevant information that would capture the customer’s interests. 6.


An organization might create and manage events to promote its brand, products, and services. This activity could foster the creation of deeper relationships between the organization and its target audience.

Events regularly used in marketing include trade shows, open houses, product launches, and other promotional events.


In conclusion, businesses that prioritize production, marketing and customer service will have stronger and more resilient business models. Proper investment of time and resources in these three activities could lead to a stronger brand identity, customer attraction, and loyalty.

By applying a targeted and customer-centric approach to these activities, businesses could ensure success in the long run. In the end, by continuously revisiting the activities and achieving the necessary adjustments to suit the dynamics of customer behavior, production capacity, and market trends, organizations could grow and achieve remarkable results.

Sales and customer service are two crucial key activities that businesses must focus on to establish strong relationships with their customers, drive sales, and ensure customer satisfaction. In this section, we will explore these key activities in detail.

Customer Experience

Delivering a positive customer experience is vital for businesses as it can lead to customer loyalty and brand advocacy. Here are some important aspects of customer experience that businesses should prioritize:


Building Trust and Rapport

Creating a sense of trust and rapport with customers is essential for establishing a strong foundation for the relationship. This can be done through effective communication, actively listening to customer needs, and providing personalized solutions.

2. Personalization

Customers appreciate a personalized experience that makes them feel valued and understood.

This can be achieved by gathering customer data, understanding preferences, and tailoring products or services based on individual needs. 3.


Consistency in delivering products, services, and interactions is crucial for maintaining a positive customer experience. Customers should have a consistent experience across all touchpoints with the business, whether it’s online or offline.

4. Exceptional Service

Providing exceptional service is a key differentiator in today’s competitive market.

This involves going above and beyond customer expectations, addressing their concerns promptly, and providing quick and effective problem-solving.

Responding to Complaints

Handling customer complaints efficiently and effectively is critical for maintaining customer satisfaction and loyalty. Here are some important considerations when responding to customer complaints:


Active Listening

When a customer raises a complaint, it is important to actively listen and understand their concerns. This involves giving them your full attention, empathizing with their situation, and asking clarifying questions to fully comprehend the issue.

2. Timely Responses

Responding to customer complaints promptly is crucial to show that the business takes their concerns seriously.

Customers appreciate timely communication, as it demonstrates that their satisfaction is a priority. 3.

Effective Problem-Solving

Once the complaint has been understood, the next step is to work towards resolving the issue. This may involve collaborating with different departments within the organization, investigating the problem thoroughly, and providing a satisfactory solution to the customer.

4. Learn from Complaints

Customer complaints can be valuable sources of feedback and opportunities for improvement.

By analyzing the root causes of complaints and identifying trends, businesses can address underlying issues and make necessary changes to prevent similar complaints in the future.

Administrative Tasks

Administrative tasks, though not as glamorous as sales or customer service, are essential for maintaining smooth operations and a positive customer experience. Here are some key administrative tasks to consider:


Account Management

Proper account management involves efficiently handling customer accounts, maintaining accurate records, and ensuring proper documentation. This helps in streamlining communication and enables businesses to provide personalized service to customers.

2. Client Registration Control

Managing client registrations and maintaining up-to-date information is critical for businesses.

This can involve overseeing the registration process, verifying the accuracy of information, and securely storing customer data in compliance with data protection regulations.

Maintaining Customer Relationships

Maintaining strong customer relationships is vital for long-term success. By nurturing these relationships, businesses can foster customer loyalty and encourage repeat business.

Here are some important aspects of maintaining customer relationships:

1. Customer Satisfaction Surveys

Conducting customer satisfaction surveys allows businesses to gather feedback on their products, services, and overall customer experience.

This feedback provides insights into areas of improvement and helps in addressing customer concerns or needs. 2.

Relationship Building

Building relationships with customers involves going beyond transactional interactions to create a sense of trust and loyalty. This can be achieved through personalized communication, offering loyalty programs, and providing value-added services.

3. Proactive Communication

Proactive communication involves reaching out to customers proactively to inform them about new products, promotions, or relevant updates.

This keeps customers engaged and helps to maintain an ongoing relationship. 4.

Customer Retention Strategies

Implementing customer retention strategies is essential for business growth. This can include providing exclusive offers to existing customers, offering incentives for referrals, or creating loyalty rewards programs.


In conclusion, focusing on sales and customer service activities is crucial for businesses to establish strong relationships with customers and drive sales. By prioritizing customer experience, responding efficiently to complaints, managing administrative tasks effectively, and maintaining customer relationships, businesses can enhance customer satisfaction, loyalty, and advocacy.

By continuously investing in these key activities, businesses can position themselves as customer-centric organizations and increase their chances of long-term success in today’s competitive market. In conclusion, the key activities of research and development, production, marketing, sales, and customer service are essential for the success of a business.

By focusing on these activities, businesses can create and deliver high-quality products, build strong customer relationships, and drive sales. Key takeaways include the importance of customer satisfaction, effective problem-solving, and personalized communication to enhance the customer experience.

By prioritizing these key activities and continuously investing in their improvement, businesses can position themselves for long-term success in a competitive market. Remember, success lies in understanding and meeting customer needs while consistently delivering exceptional products and services.

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