The Evolution of the Consumer Decision Journey - Medium

In 2009, McKinsey pronounced the classic funnel dead. In its place, the “Customer Decision Journey” accurately depicted how customers use ... TheEvolutionoftheConsumerDecisionJourneyChrisGreenoughFollowMay6,2019·3minreadIn2009,McKinseypronouncedtheclassicfunneldead.Initsplace,the“CustomerDecisionJourney”accuratelydepictedhowcustomersusetechnologytoinformthemselvesaboutbrandsandproductsbeforemakingapurchasedecision.http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journeyThen,in2015theyreviseditwiththenotionthattheconsumerhasacceleratedandtheyeliminatedtheconsiderationandevaluationphases.Atthistime,Ichallengedthattheadventofconversationalcommercewasthepossiblecause(readhere).However,alothaschangedsince2015.Bitcoincostabout$200,SnapchatwassupposedtotakedownFacebookand#FakeNewswasn’taninternationaldebate.Nowconsiderhowmuchhaschangedsince2009,whenthiswascreated.Thewaywecommunicate,shopandexperiencethedigitalworldhasfundamentallychanged.Andsincemarketershavebeenkickingthisdeadhorseforalongenoughtime,IcanconfidentlyproclaimthattheConsumerDecisionJourneyisnolongerrelevant.NowthattheIronThroneofCustomerJourneysliesvacant,whoshalltakeit?Thefundamentalshiftbetween2009andnowisregardingthebalanceofpowerinthedecisionmakingprocess.TheMcKinseymodelsuggeststhatconsumersarefirmlyinthedriverseat,andbrandsmustengageandinfluencethemintoacycleofloyalty.However,intoday’smega-platformworld,consumersarenotasincontroltheymaythink.Consumerstodayarespoiltforchoiceandconsequently,wehavehandedoverourdecisionmakingpowerstothemachines.Considerhowwediscovernews,newmusicormoviestoday—Facebook,Spotify,Netflix(andMedium)showuswhattheythinkwewanttosee,andunlessweactivelybreakoutofthecycle,ourexperiencesarehighlycurated.It’sthisshiftinpower,fromdecisiontocuration,wherewefindoursuccessor—TheCuratedCustomerJourney.Introducing,thecuratedcustomerjourneyTheadventoftheCuratedCustomerJourneyrequiresthatbrandsofthefuturemustnavigatethebalancebetweenprofitsandethicsastheycuratejourneysfortheircustomers.And,aspersonaldataprivacybecomesmoreimportantformorecustomers,certainbusinesseswillneedtoconsiderhowthisimpactstheirbusinessmodel.Forexample,NetflixandSpotifyareinastrongpositiontocontinuetopersonaliseourexperienceinafairlyinnocuousway,whileadvertising-drivenbusinessesareatthemomentnavigatingfoggierseas.Withthatinmind,businessesmustshifttheirmodelstoaccommodatetheevolvingcustomerjourneysratherthandesigningthecustomerjourneyaroundtheirlegacystructures.Wanttolearnmoreaboutcuratingyourcustomerjourneyusingmachineintelligence?ContacttheexpertsatEveriseDX.EveriseDigitallyevolvingthecustomerexperiencefortheworld’smost-lovedbrands4MarketingHyperlabAICustomerJourneyCustomerExperience4 claps4EveriseChroniclesoftheEverisejourneytodisrupttheoutsourcingindustryandevolveexperiences.WrittenbyChrisGreenoughFollowCMO@EveriseEveriseChroniclesoftheEverisejourneytodisrupttheoutsourcingindustryandevolveexperiences.MoreFromMediumPriming:Apowerfulyetinvisibletoolforonlinemarketing — HypeInsightAriVivekanandarajahAnxietyAboutLeadGeneration?We’llGiveYouTheAnswersYouSeekSureshKalyanasundaramIssue7:TheCreator’sMarketKwameRichardsoninMultitudeAdvisorsLtd[Infographic]HowthePandemicIsInfluencingMobileUserEngagementinEuropeAirshipWhatpeoplethinkvs.WhatpeoplethinkaboutDanBeltramo124.HowtoGetaJobwithYourDreamCompanyMonetizationNation|withNathanGwilliamAppHighlights:SalesforceTeamQuickworkinQuickworkImprovingOurSensemaking(ProductIdea)SavSidorov