Here is a diagram that shows the different types of User Assistance that can help users as they progress through the customer journey:
Supporting the user through the customer journey has become more important, partly because the subscription, “try before you buy”, sales model means users can stop being a paying customer at a moment’s notice. Today, all of the information you provide, both pre- and post- sales, needs to provide the same consistent, high quality, experience to the user.
Have we missed anything out? Let us know if you think the image should be changed in any way.