Consumer Decision Journey (PowerPoint PPT)

DESCRIPTION

The Consumer Decision Journey is a new-age business framework that captures the customer's path to purchase.

The Customer Decision Journey proposes that the customer goes through four phases in a cyclical process. Each phase represents a potential marketing battleground where companies compete for the customer's purchase and loyalty. This is a fundamental shift from the traditional view of sales, which is conceptualized linearly (with no feedback cycle component).

This framework was developed by McKinsey & Co. and sometimes referred to as the McKinsey Consumer Decision Journey.

This framework is part of the Complete Business Frameworks Reference Guide, a comprehensive collection of 50+ frameworks (spanning 350+ slides). This document is one of the most sold ones on the Flevy documents marketplace.

This PPT delves into the intricacies of the Consumer Decision Journey, breaking it down into four critical phases: Initial Consideration, Active Evaluation, Moment of Purchase, and Post-purchase Experience. Each phase is meticulously analyzed, providing actionable insights for businesses to strategically position themselves and influence consumer behavior. The emphasis on push marketing during the Initial Consideration phase highlights the importance of capturing consumer attention early in the decision-making process.

The Active Evaluation phase is where companies must leverage their online and social presence to remain competitive. The document underscores the necessity for brands to continually engage with consumers through multiple touchpoints, ensuring they remain top-of-mind. This phase is crucial for brands to differentiate themselves and secure a spot in the consumer's consideration set, ultimately driving purchase decisions.

In the Moment of Purchase phase, the document illustrates the impact of in-store marketing and sales personnel on final purchase decisions. Post-purchase, the focus shifts to fostering customer loyalty and encouraging repeat purchases. This cyclical journey emphasizes the ongoing relationship between the consumer and the brand, making it essential for businesses to consistently meet and exceed customer expectations to maintain loyalty and drive growth.

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Source: Best Practices in Customer Experience, Customer Decision Journey PowerPoint Slides: Consumer Decision Journey PowerPoint (PPT) Presentation, LearnPPT Consulting

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