Consumer Decision Journey
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The consumer decision journey is a circular process that focuses on adding customer loyalty and building advocacy. It maps the steps a consumer follows, beginning with an awareness of a product to becoming a loyal customer.
The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them.
From social media to mobile devices, technologies have given consumers unprecedented power to compare prices, complain loudly, and find the best deals. This tipping of the balance of power in favor of consumers has been evident for years.
The customer journey maps how a lead decides to buy a product or service. The decision-making process consists of multiple steps, from building awareness to conversion and loyalty. These stages aren’t something every lead must go through; they just visualize the most common phases.
to buy—had been usurped by what we called “the consumer decision journey.” 1 This journey involved shoppers taking advantage of technology to evaluate products and services more actively, adding and removing choices over time.
One part of the consumer decision journey (CDJ) turns out to be critical to driving the growth of a business: the initial consideration set of brands from which customers shop.
McKinsey partner David Edelman explains how companies can now shape the consumer decision journey.
Global management consulting | McKinsey & Company
Definition: Consumer Decision Journey is a model that describes the process customers undergo before making any purchase decisions. Every purchase customers make is seen as a decision journey, involving interactions with different brands from the initial contact to the point where they make a purchase. Is was introduced in 2009 by McKinsey & Co ...
Glance: The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy