Purchase

The result of the customer’s evaluation of options is a prioritized list of alternatives, the highest of which the customer selects and purchases. Ideally, the entities involved with the third stage of the life cycle, the actual purchase process, are the firm from which the customer buys, service providers that enable the transaction, complementors, and the retailer if such an intermediary is required to transfer ownership of the asset. Indeed, with certain product categories, including consumer electronics, for example, the purchase process is handled entirely via the retailer and not the manufacturing firm, which explains the firm’s potentially being absent in this life-cycle stage.

Referring back to our example, Mr. Smith has arrived at the decision that Acme Financial is the brokerage that offers him the most value in terms of product range, price, and customer services. He opens an account with Acme, and transfers an initial sum from his bank’s checking account. At the same time, Mr. Smith purchases a software application for his home computer that offers him comprehensive portfolio tracking to enhance Acme’s bare-bones securities trading functionality.

Receive

The fourth stage in the customer experience life cycle pertains to the receipt of the offering, which might not include its installation by the provider. Again, those parties that were privy to the transaction—the firm, complementors,
service providers, and retailers—are usually involved in the
delivery of those products and services, although this is not a requirement.
Frequently, firms completely outsource the delivery function to resellers
and retailers, and thus are absent in this stage.

Taken From : Enterprise Guide to Gaining Business Value from Mobile Technologies

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