Describe the customer’s primary objective, from a business perspective. In addition to the primary business objective, there are typically other related business questions that the customer would like to address. For example, the primary business goal might be to keep current customers by predicting when they are prone to move to a competitor. Examples of related business questions are “How does the primary channel used (e.g., ATM, branch visit, Internet) affect whether customers stay or go?” or “Will lower ATM fees significantly reduce the number of high-value customers who leave?”