Mapping the McKinsey Customer Decision Journey PPT

This PPT slide, part of the 103-slide Complete Guide to Customer-centric Design (CCD) PowerPoint presentation, presents the McKinsey Customer Decision Journey framework, which outlines the stages a customer goes through when making a purchasing decision. The framework is depicted as a circular process, emphasizing the ongoing nature of customer engagement.

The first stage, "Initial Consideration Set," occurs when a customer first thinks about buying a product. At this point, they develop a preliminary list of brands that they are open to considering. This stage is crucial as it sets the foundation for the subsequent evaluation process.

Next is the "Active Evaluation" phase. Here, the customer actively seeks information and compares different options. This is where they gather insights and assess various brands to make an informed decision. The importance of this stage cannot be overstated, as it directly influences the customer's perception of value and suitability.

The third stage is the "Moment of Purchase." This is the decisive point when the customer chooses a retailer and completes the transaction. It represents a culmination of the previous stages and is critical for ensuring that the customer feels confident in their choice.

Finally, the "Post-purchase Experience" stage highlights the ongoing relationship between the customer and the brand. After the purchase, customers reflect on their experiences, which can significantly affect their future purchasing behavior. This creates a circular journey, as positive experiences can lead to repeat purchases and brand loyalty.

Understanding this framework allows organizations to better map and analyze customer interactions, ultimately enhancing customer experience and engagement strategies.

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Customer Experience Customer Decision Journey Customer-centric Design