Product Content and The Customer Journey
18
September, 2016 PRODUCT CONTENT AND THE CUSTOMER JOURNEY
Transcript of Product Content and The Customer Journey
September, 2016
PRODUCT CONTENT AND THE CUSTOMER JOURNEY
Meet Jack
Jack is interested in buying a new smartphone
Here is the typical customer journey that Jack will go through
PHASE 1: PRE-SALE
SearchDiscover Water resistant mobiles are available today?
PHASE 1: PRE-SALE
SearchDiscover
Searchsearch Which devices are water resistant?
Water resistant mobiles are available today?
PHASE 1: PRE-SALE
SearchDiscover
Searchsearch
SearchResearch
Water resistant mobiles are available today?
How does the device work? Life expectancy?
Which devices are water resistant?
PHASE 1: PRE-SALE
SearchDiscover
Searchsearch
SearchResearch
SearchCompareFeatures? Price?
Water resistant mobiles are available today?
How does it work? Life expectancy?
Which devices are water resistant?
PHASE 1: PRE-SALE
Reviews?
SearchDiscover
Searchsearch
SearchResearch
SearchCompare
SearchDecide
Features? Price?
Water resistant mobiles are available today?
How does it work? Life expectancy?
Which devices are water resistant?
PHASE 1: PRE-SALE
SearchDiscover
Searchsearch
SearchResearch
SearchCompare
SearchDecide
SearchPurchase
PHASE 1: PRE-SALE
Reviews?
Features? Price?
Water resistant mobiles are available today?
How does it work? Life expectancy?
Which devices are water resistant?
PHASE 2: POST-SALE
How do I set up the device?SearchUse
PHASE 2: POST-SALE
How do I set up the device?SearchUse
SearchGet HelpWhy is there a red error signal?
PHASE 2: POST-SALE
How do I set up the device?SearchUse
SearchGet Help
SearchShare
Why is there a red error signal?
PHASE 2: POST-SALE
How do I set up the device?SearchUse
SearchGet Help
SearchShare
SearchPersonalize
Why is there a red error signal?
What apps are available for my OS version?
PHASE 2: POST-SALE
How do I set up the device?SearchUse
SearchGet Help
SearchShare
SearchPersonalize
SearchPurchase
Why is there a red error signal?
What apps are available for my OS version?
During the customer journey, Jack has
a lot of product related questions
Why is it crucial that Jack easily finds the
answers to these questions?
of customers consider a
company website to be
fundamentally flawed if
they cant easily find what
they want
of customers will abandon
an online transaction if
their questions or
concerns aren't addressed
quickly
76% 45%
Is your product content
available for your users
throughout the customer
journey?
THANK YOU
ZOOMINSOFTWARE.COM
Sources:
Forrester
