What are the appropriate steps and actions to identify pricing, communication and support of the self-installation?
Defining the customer experience barriers, beliefs and benefits
Uncovering the emotional drivers of customer decision-making
Understanding the price and benefit trade-offs
Defining the customer experience barriers, beliefs and benefits, uncovering the emotional drivers of customer decision-making, and understanding the price and benefit trade-offs
Insights from this research led to direct changes in branding of the self-install experience, pricing strategy, customer messaging, sales agent scripting, as well as experience design elements.
As a result, the company has taken the big step of making self-installation the default option for customers who are activating new service, confident that the self-installation experience will become a signature brand moment!
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