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#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Moment of F&I
purchase is not
resonant
AN EXAMPLE CUSTOMER JOURNEY
CONTEXT
F&I PRODUCT
MOMENTS
THINK
FEEL
DO
Needing to use
coverage is anxious or
frustrated
Once the plan
“makes it better”
Search, digital
advertising
Web, mobile,
dealer
Dealer

F&I office
Email CRM, at
dealership, web
Social media,
WoM
M
J
Buyer achieves
confidence she’s
making a good
choice.
J
(
J
Reminder of
coverage
This makes sense I’d like to be
protected
Clarity Confident
Phew! I’m
protected
I need additional
peace of mind
Increasing
confidence as
buyer learns
K
Most days: zero

But if I need it…
Happy
LEARN SHAREDRIVEBUYREMEMBER
I’m happy with
my decision
F&I is resonant
with my identity
39
Today’s journey begins at the F&I desk, causing anxiety and confusion.
SAMPLE JOURNEY FOR A RECENT CLIENT

#DIGSouth #IoT Zach Pousman @thinky // @thinkinc
Moment of F&I
purchase is not
resonant
AN EXAMPLE CUSTOMER JOURNEY
CONTEXT
F&I PRODUCT
MOMENTS
THINK
FEEL
DO
Needing to use
coverage is anxious or
frustrated
Once the plan
“makes it better”
Search, digital
advertising
Web, mobile,
dealer
Dealer

F&I office
Email CRM, at
dealership, web
Social media,
WoM
M
J
Buyer achieves
confidence she’s
making a good
choice.
J
(
J
Reminder of
coverage
This makes sense I’d like to be
protected
Clarity Confident
Phew! I’m
protected
I need additional
peace of mind
Increasing
confidence as
buyer learns
K
Most days: zero

But if I need it…
Happy
LEARN SHAREDRIVEBUYREMEMBER
I’m happy with
my decision
F&I is resonant
with my identity
39
Today’s journey begins at the F&I desk, causing anxiety and confusion.
SAMPLE JOURNEY FOR A RECENT CLIENT

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