Before smartphones, whenever we travelled abroad to a new city, we had to deal with cumbersome paper maps or else ask for directions – in a foreign language no less – in order to reach our destination. It is an entirely different prospect nowadays, as GPS apps show us where we are, how to reach our destination, and what sights we can see along the way. We have all the information we need to reach our destination just sitting in our pocket. Do your customers have everything they need on their customer journey to find their way to you and your products?

On the customer journey

The right content can act as a signpost on the customer journey. It points potential buyers in the right direction, turning them into customers. But first, you need to know what they want. Have you completed a comprehensive target group analysis and created appropriate personas? Can you answer the most important questions: What are customers looking for? Why do they visit your company’s website? What goals do they have in mind? The purpose of your content is to help customers achieve their goals. Potential customers might not even be aware that they have a problem your company can solve. It is then a question of piquing their interest and triggering their customer journey. This can be achieved through a social media post, for example, or a wellplaced endorsement in a video by a prominent YouTuber. If you want to find out precisely when a customer might need a signpost on their journey, go through the entire customer journey yourself. At each touchpoint, think about the questions that the customer might have and make a note of them. This will help you to identify which type of content is needed for each step of the journey, and whether you already have such content available or still need to create it.

Content should provide answers

Once you have compiled all the questions, it’s time to think about what type of content could answer them. It may be useful to provide whitepapers or, depending on the target group, upload video tutorials to YouTube, especially when it comes to highly complex services or products that require some degree of explanation. Don’t forget to provide answers to more straightforward questions such as where the shopping basket is located or which payment methods are accepted. Use your content to answer the most frequently asked questions, helping to relieve pressure on your customer service team, prevent confusion, and turn more potential buyers into customers. Provide them with the signposts they need to find their way through the customer journey.

News from ERNI

In our newsroom, you find all our articles, blogs and series entries in one place.

  • 27.09.2023.

    Unveiling the power of data: Part III – Navigating challenges and harnessing insights in data-driven projects

    Transforming an idea into a successful machine learning (ML)-based product involves navigating various challenges. In this final part of our series, we delve into two crucial aspects: ensuring 24/7 operation of the product and prioritising user experience (UX).

  • 13.09.2023.

    Exploring Language Models: An overview of LLMs and their practical implementation

    Generative AI models have recently amazed with unprecedented outputs, such as hyper-realistic images, diverse music, coherent texts, and synthetic videos, sparking excitement. Despite this progress, addressing ethical and societal concerns is crucial for responsible and beneficial utilization, guarding against issues like misinformation and manipulation in this AI-powered creative era.

  • 01.09.2023.

    Peter Zuber becomes the new Managing Director of ERNI Switzerland

    ERNI is setting an agenda for growth and innovation with the appointment of Peter Zuber as Managing Director of the Swiss business unit. With his previous experience and expertise, he will further expand the positioning of ERNI Switzerland, as a leading consulting firm for software development and digital innovation.

  • data230.08.2023.

    Unveiling the power of data: Part II – Navigating challenges and harnessing insights in data-driven projects

    The second article from the series on data-driven projects, explores common challenges that arise during their execution. To illustrate these concepts, we will focus on one of ERNI’s latest project called GeoML. This second article focuses on the second part of the GeoML project: Idea2Proof.

  • 16.08.2023.

    Unveiling the power of data: Part I – Navigating challenges and harnessing insights in data-driven projects

    In this series of articles (three in total), we look at data-driven projects and explore seven common challenges that arise during their execution. To illustrate these concepts, we will focus on one of ERNI’s latest project – GeoML, dealing with the development of a machine learning algorithm capable of assessing road accident risks more accurately than an individual relying solely on their years of personal experience as a road user, despite limited resources and data availability.


  • 09.08.2023.

    Collaborative robots revolutionising the future of work

    The future of work involves collaboration between robots and humans. After many years of integrating technology into work dynamics, the arrival of collaborative robots, or cobots, is a reality, boosting not only safety in the workplace but also productivity and efficiency in companies.

  • 19.07.2023.

    When the lid doesn’t fit the container: User Experience Design as risk minimisation

    Struggling with a difficult software application is like forcing a lid onto a poorly fitting container. This article explores the significance of user experience (UX) in software development. Discover how prioritising UX improves efficiency and customer satisfaction and reduces risks and costs. Join us as we uncover the key to successful software applications through user-centric design.

  • 21.06.2023.

    How does application security impact your business?

    With the rise of cyber threats and the growing dependence on technology, businesses must recognize the significance of application security as a fundamental pillar for protecting sensitive information and preserving operational resilience.