The Challenge
How do you influence customers in their purchase journey for end of life planning when for some it is a highly personal and involved decision whilst others would prefer to put the decision off until tomorrow.
Our Approach
The first step was to identify the different stages of the journey, from giving the topic no or little thought through to fully researching and planning. Overlaying a segmentation provided greater insight, showing that different segments tend to be at different stages through this process, and also identifying the nudges required to engage different segments at each stage.
Our Impact
This workstream has helped our client’s sales team by providing a deep understanding of how different customer approach end of life planning, the differing cadences at which they are likely to make decisions and by providing highly personalised nudges to help conversion.
