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Research Outline
Prepared for Josh B. | Delivered February 11, 2020
Solar Panel Customer Journey
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Goals
Determine the customer journey for purchasing solar panels for both commercial businesses and residential customers. This should include the needs, decisions, questions, types of research and marketing touch points from each stage of the journey.
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Early Findings
Residential Solar Panel Customer Journey
The
phases of the customer journey
are awareness, discovery/research, attraction/comparison, interaction/selection, purchase, use/experience, cultivation/loyalty and advocacy/word of mouth.
The customer journey generally begins with an
internet search
either through a computer or mobile phone.
Barriers
to the purchase of solar include concerns over the cost and uncertainty around the benefits of solar. Customers can be extremely wary about the claims of energy produced or lifetime savings with solar, and need to be reassured of these claims — ideally from a previous customer that is now willing to provide a
referral or reference
.
Motivations
for purchase include the potential savings, the desire to use renewable energy, obtaining a return on the investment, adding market value to the home, insulating themselves from rising energy costs in the future, and setting a positive example.
Points of friction
along the purchase journey included difficulty finding the right installer, obtaining consensus among household members, having a home that was suitable for solar, permitting challenges and obtaining financing.
After installation,
satisfied customers
were those whose savings exceeded their expectations, who have minimal maintenance to the panels, have had no problems with the roof, and who's installation went smoothly.
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