Phase 2: Evaluation

In the evaluation phase, prospects scrutinise your product or service, comparing it against competitors and assessing how well it meets their needs. Success in this phase hinges on providing ample information to help them make informed decisions. This could include detailed product descriptions, customer testimonials, or even comprehensive resources like buying guides and comparison tools. Addressing potential objections or barriers – whether those are cost, complexity, or the need for new skills – is crucial at this stage.

Take Airbnb as an example. When entering the crowded travel and accommodation market, they faced the significant obstacle of convincing potential guests to consider staying in a stranger's home instead of a hotel. To differentiate themselves during the evaluation phase, Airbnb instituted several trust-building mechanisms. First, they implemented a robust user review system. This encouraged both hosts and guests to provide detailed, honest feedback, enabling prospective guests to make informed choices based on past user experiences.

Further enhancing their credibility, Airbnb introduced the “Verified ID” feature. This required both hosts and guests to validate their identities by providing government-issued documentation and linking to other online profiles like Facebook or LinkedIn. This added layer of verification not only bolstered security but also elevated Airbnb's status as a trustworthy alternative to traditional accommodations.

By strategically addressing customer concerns and adding value through detailed information and trust-building features, Airbnb was able to stand out and succeed in the crucial evaluation phase. Like Airbnb, your business can also optimise this phase by proactively addressing customer concerns and providing rich, decision-enabling information.

In the evaluation stage of the customer journey, prospects are engaged in a delicate balancing act, carefully weighing the pros and cons of your product against other options and their own specific needs. This is a make-or-break moment: either they commit to your brand, or they move on to another. Providing thorough, decision-enabling information and addressing any lingering doubts or concerns become your key strategies for capturing commitment.

Take the case of BarkBox, for example. Competing in the burgeoning pet subscription market, BarkBox faced the challenge of differentiating itself. To stand out during the evaluation phase, they chose a highly personalised customer approach. They initiated a detailed survey asking prospective customers about their dog's size, breed, taste preferences, and even potential dietary restrictions, allowing for a uniquely tailored box for each subscribing pet.

To further elevate its value proposition, BarkBox partnered with niche, artisanal suppliers to curate unique, high-quality items not readily available in similar services. By featuring these special products prominently on their website and social media channels, they effectively showcased the extra value embedded in their service.

Moreover, BarkBox took customer assurance one step further by offering a “Happiness Guarantee,” pledging to replace any product that failed to meet customer expectations – no questions asked. This eliminated a significant barrier to entry, serving as a risk-mitigation strategy for prospective customers who might be comparing BarkBox to other subscription options. By addressing customer needs comprehensively and showcasing the unique benefits of their service, BarkBox successfully navigated the evaluation phase of the customer journey. 

So, in this crucial stage, a brand should not just meet but exceed customer expectations by offering tailored information and removing any potential obstacles. This is how you tip the scales in your favour, encouraging prospects to choose you over the competition.

Challenges often encountered during the evaluation phase include:

• Difficulty comparing products or services due to lack of clear information.
• Uncertainty about product quality or reliability.
• Concerns about cost and value for money.

During the evaluation phase, specific needs that should be addressed include:

• Detailed, comparable information about different products/services.
• Assurance of product quality and reliability.
• Transparency about cost and value.