Making Content

Lesson Overview

Phases of a Customer Journey

• Awareness
• Consideration
• Decision

Questions for the Awareness Phase

• How does the potential client describe their goals or challenges?
• How do these goals or challenges develop?
• What consequences will they face, if these goals are not reached or the challenges are not overcome?

Questions for the Consideration Phase

• What kinds of solutions is the potential client considering?
• How does the potential client acquire knowledge within these categories?
• How does the potential client receive our communication about customer benefits?

Questions for the Decision Phase

• What criteria is the potential client using to evaluate available offers?
• What advantages of our offerings place us in a better position, in relation to our competition, and how does the potential client perceive these advantages?
• Who needs to be involved in the decision, and how do the perspectives of the individuals involved towards the solutions we are offering distinguish themselves from each other?

Dimensions of Every Stage of the Customer Journey

• Goal
• Needs
• Solution
• Platform/Medium/Touchpoints
• Metrics und Tools
• Formats
• Sales Pitch