Purchase (2)
For Mr. Smith, who is now a registered customer of Acme’s online brokerage, receipt of the product or service entails having access to Acme’s online self-service trading desk, as well as the firm’s branch offices and brokers who Mr. Smith can contact via Acme’s toll-free telephone number.
Support
The consumption of the offering is supported by after-sales service, usually provided by the firm and complementors in the fifth stage of the customer experience life cycle. For Mr. Smith, brokerage support entails reading the Acme Web site’s detailed instructions about how to perform a trade, viewing an animated online demonstration, perusing the site’s frequently asked questions section, or calling the firm’s 24/7 customer support hotline.
Evaluate
The sixth and final stage of the life cycle is the evaluation stage, during which the customer’s satisfaction with the offering is assessed. Mr. Smith is very happy with Acme, and tells his friends at work about his positive experience. He also responds to the online survey Acme sends him from time to time, inquiring about his experience and how to make the site even better. Last, but certainly not least, Mr. Smith is proud to present to his wife with a solution to the need for financial security that—in combination with a college fund and life insurance to be secured next—will further stabilize the family’s financial future.
Taken From : Enterprise Guide to Gaining Business Value from Mobile Technologies
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