What is the first step Charlie should take to address customer dissatisfaction with Sure Start's online services in the Asia market?

The first step Charlie should take to address customer dissatisfaction with Sure Start's online services in the Asia market is to identify the problem. Recognizing and clearly defining the specific issues customers are experiencing is crucial as it sets the foundation for any subsequent actions. Understanding the nature and scope of the dissatisfaction allows Charlie to focus on the key areas that need attention and intervention. This step ensures that any solutions applied are targeted and effective, addressing the root causes of the issues rather than merely treating symptoms.

Determining decision criteria, analyzing competitive benchmarks, or implementing a new service format may follow, but without first identifying the exact problem, these actions could lead to misdiagnosis and ineffective solutions. Each of those later steps relies on a clear understanding of the challenges at hand, making problem identification an essential first move in the strategic process.