I am working on a post-sale customer support project for a US high street retailer (for the rest of this post I will refer to them as 'Jon's Cellphones'). The program will enable customers who purchase products in-store to get after sales help and support via a phone number, a website and a chat service. The website will be the portal by which the customer can access these other services, this is by design in order to encourage customers to self-help before they pick up the phone. The vast majority of the website content will be open and available to anyone, regardless of where they purchased the product. The phone number and the chat service will be restricted to only customers who purchased from Jon's Cellphones. There will be no authentication in front of the website as it will damage adoption and also harm SEO.
So the situation we find ourselves in is that some content on the site will be open, and some will require authentication. What patterns are successful in engaging users with open content, but requiring them to login for other services? It is also worth noting that we get valuable analytics when a customer authenticates, so we would prefer all customers authenticate regardless of the services they consume. The image below explains where my thinking is at right now (conceptual wireframe - not in any detail).
Some other notes:
- I had taken some inspiration from 'paywall' type models, but in this case the problem is not one of conversion - the customers is already enrolled, all they need to do is authenticate
- authentication in this case is by means of the customer's last name and a store-issued PIN.