5 ways to help the customer 'buy' your service

I have been reading the new(ish) book on 'Marketing in the Public Sector: a roadmap for improved performance' by Kottler and Lee (a good read and well worth considering for the bookshelf, although a lot of American examples are used).

In the book, amongst many other things, they examine the stages of activity that mark out a decision to 'buy' something, and this has led me to start thinking about the ways in which customers and colleagues 'buy' our divisional, departmental or unit product or service offering.

K&L talk about the 'buyer decision process' as a linear process that encompasses clear and separate stages of needs recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour.

In citizen focus terms it seems to me that there is considerable mileage in looking at your dept, unit etc through the eyes of the customer and considering (needs recognition) :

1.  How can I help my target audience (internal or external) understand or recognise the need to use (or buy) my product or service (needs recognition) and what range of information products or presentational styles could I use (information presentation and relevance) to assist them in reaching that understanding?

2. How can I make it easy for the customer to find the information that they want about my product or service (information search)?

3. How can I present my information, across a range of channels, in a manner that allows them to make an informed choice about my product or service (evaluation of alternatives)?

4. How can I make my product or service accessible to them and assist them to access it, in a way that suits them, when they are ready to 'buy' (purchase decision)? 

5. What mechanisms or processes can I build into my service offering in order to stay in touch with my customer, to evaluate their satisfaction, to build permission to engage with them again in order to offer new services and to work towards them becoming advocates for my product and ambassadors for my brand (post purchase behaviour).