Build
Turn the priority into real work.
ThenForward takes one selected priority and does the work required to move it forward.
One active initiative at a time
The work may be research, content, a tool, outreach, a pilot, or a combination of them.
Illustrative sample
Input from Advise · See the recommendation →
Active initiative
Agent-led customer journey audit
Understand where an AI assistant can discover, compare, understand and act on the company’s products today, and where the journey breaks.
Decision from Advise
Measure before building.
Goal
Find out whether agent-led discovery or action creates a meaningful customer-journey problem, where the problem sits, and what should change next.
The work
What ThenForward will do, in sequence.
01
Define the customer jobs
Create a representative set of customer questions and tasks across:
- Discovery
- Comparison
- Product understanding
- Eligibility
- Signup or purchase
- Servicing
“Which option is best for someone like me?”
“Can you help me compare these providers and get started?”
02
Test the agents
Run the agreed questions and tasks across major AI assistants. Record:
- Whether the company appears
- What products or services are mentioned
- Which competitors appear
- What sources are used
- Whether the information is accurate
- What actions the assistant can actually complete
03
Compare the category
Compare the company with the competitors identified at kickoff. Look for:
- Recurring strengths
- Recurring gaps
- Incorrect or missing information
- Differences in source visibility
- Differences in what the agent can understand or do
04
Test the journey
Test whether an agent can:
- Find the correct product or service
- Understand eligibility
- Explain pricing or important terms
- Identify the correct next step
- Navigate signup, purchase or servicing steps
- Determine when human approval is required
Identify where the journey becomes confusing, incomplete, blocked or dependent on a human-specific step.
05
Diagnose what needs to change
ThenForward returns with:
- Findings
- Highest-priority gaps
- Content and source recommendations
- Product or journey recommendations
- Trust and authorization issues
- Identity or communication issues
- What deserves further testing
Build output
What your team gets at the end of the work.
Agent journey audit
A clear record of how the company appears and performs across the agreed customer questions and tasks, with competitor comparison and source tracking.
View sample →Findings + recommendations
The most important gaps, what they mean for the company, and what should change first.
View sample →Improved journey / information prototype
A lightweight example of how information or a customer step could be restructured to work more clearly for both customers and the software acting for them.
A prototype only where the findings justify it. Not every initiative includes software.
View sample →Measurement plan
A simple framework for determining whether changes improve visibility, accuracy and journey completion over time.
View sample →Sample output
What the audit might show
Illustrative example| Customer job | Your company | Competitor A | Competitor B | Competitor C | Observation |
|---|---|---|---|---|---|
| Help me choose the best option. | Not consistently surfaced | Mentioned | Mentioned | Strong source coverage | Some competitors are easier for the assistant to understand and compare. |
| Can I qualify and what will it cost? | Information incomplete | Clear eligibility | Mentioned | Mentioned | Important requirements are difficult for the assistant to interpret. |
| Help me get started. | Human-specific step required | Clear next step | Clear next step | Partial | The assistant can explain the journey but cannot complete or navigate parts of it cleanly. |
Illustrative only. Real findings would come from the audit.
Potential finding
The company is understandable to the agent at some points in the journey but becomes weaker where eligibility, authorization or action is required.
Potential recommendation
Fix the highest-friction content and journey steps before investing in a larger agent-specific product strategy.
Illustrative example · not a real result
How we work together
ThenForward leads
- External research
- Agent testing
- Competitor comparison
- Synthesis
- Recommendations
- Prototypes or tools where relevant
Your team provides
- Internal context
- Existing work
- Relevant internal owners
- Policy / legal / compliance input where required
- Review and approval
ThenForward leads the work it can execute directly and works with your team where internal access, review or approval is required.
The work follows the priority
This initiative happens to require research and comparison. A different priority could require very different work.
Agent-led customer journey
Audit the journey and fix the gaps
- Test the agents
- Compare competitors
- Identify content and journey gaps
- Diagnose trust and authorization barriers
- Recommend changes
- Test again
Creator distribution
Turn the strategy into a creator pilot
- Define the creator profile
- Identify creators
- Build the target list
- Write and conduct outreach
- Develop creator briefs
- Help launch the pilot
Customer tool
Turn the opportunity into something customers can use
- Define the use case
- Design the concept
- Create the journey
- Build a lightweight prototype or tool
- Test with customers
- Refine it
Content + education
Create and test the content approach
- Define the content concept
- Create the first content
- Develop messaging
- Choose distribution channels
- Launch a small test
- Learn what earns engagement
Partnership opportunity
Turn the partnership thesis into real conversations
- Define the partner thesis
- Identify targets
- Build the target list
- Create outreach materials
- Conduct outreach
- Help move conversations toward a pilot or partnership
Need broader ownership?
Build
One selected priority at a time.
Embed
ThenForward helps run multiple priorities across the broader next-generation agenda.
Embed scope is based on the level of ownership required.
End state
From signal to action.
Understand
Agents, creators, platforms and employers are increasingly mediating the customer decision.
Advise
Audit where agents can already discover, understand and act on your products.
Build
ThenForward runs the work and delivers the findings, recommendations and next-step output.
Build turns one selected priority into real work.