The appeals are closely tied to the ask, when customers explore the brand and shop for the solution to their needs. That’s when brands have the opportunity to appeal, or make their product pitch. The customer journey starts with awareness, or the moment when new customers discover your brand. The map covers the five “A’s” of building a customer journey map: aware, appeal, ask, act and advocate. McKinsey found that this new strategy of personalization and customer journey optimization would become the new defining factor for a competitive edge in the market, forcing them to once again change their customer journey model into the one shown below.A customer journey map is a visualisation of the customer’s journey. In some cases, such companies will bypass these stages altogether, which instantly turns a new customer into an active loyal customer. If companies excel at managing the customer journey, they can significantly reduce the time spent on considering and evaluating products. More importantly, these technologies can deliver more value to their customers by continuously analyzing their journey. McKinsey found that the rise of new technologies, such as customer data platforms (CDP), enabled companies to design and continuously optimize their customer journey. One that moves power back to the companies. In 2016, McKinsey found that a new trend shift is occurring. Over the last decades, we have seen a trend shift from traditional marketing pushing customers in the initial stages of the customer journey to new technologies giving customers the power to analyze and decide for themselves. This group should be prioritized by investing in new touchpoints in the post-purchase phase.Ī new trend in marketing giving rise to the 2016 customer journey model Active customers not only stick with your brand, but actively promote it. Passive customers are open to switching brands if contacted by competitors. McKinsey identifies two types of loyal customers, active and passive ones. As it is the post-purchase experience that shapes the opinion of customers about your brand and product. Whereas traditional marketing primarily focused on the initial stages, the focus has to shift towards creating a loyal customer base. This shows that marketers must move beyond traditional push-style marketing and learn to influence customer-driven touchpoints.Īccording to McKinsey, the marketer’s work has only just begun at the moment of purchase. A visible shift is noticeable in the number of touch-points involving consumer-driven marketing in comparison to traditional marketing: From 33% to 66%. This allows marketers to add interactions in this early phase of the journey.Ĭonsumer-driven marketing has become increasingly important as customers took control of the decision-making process. However, the number of brands under consideration may expand during the active evaluation phase. Brands which are part of the first consideration selection have a higher likelihood of being bought. Those instructions can now be discarded, as the way people buy has fundamentally changed.Įvolving from a funnel model to a circular customer journey model in 2009īased on their research, McKinsey found three significant changes in the way customers undergo the customer journey in 2009 compared to the decades before:Ĭustomers tend to reduce the number of brands they consider buying due to the exponential increase in products and fragmentation of media channels. After the purchase, the post-sale phase serves as an evaluation period, which influences a customer’s loyalty to particular brands and its products.īack then, marketers were instructed to use targeted marketing to influence customer behavior at each stage of the funnel. The concept of a funnel suggests that customers progressively narrow down their initial set of options as they consider them, up to the point that they buy one of the options. The goal of marketing was to create awareness for a particular service or product, so that the chance of a customer buying it would increase. Which makes sense given the radically different approach to marketing in those days. The journey that a customer took from initial awareness of a product until buying it, was originally visualized as a linear funnel. Two decades ago, the relationship between marketers and customers was a one-way street. The evolution of the consumer decision journey
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