Understanding & Influencing What Drives Customer Decisions

The Era of ePhy Engagement

In 2009, the age of digital shopping was taking hold in earnest – where competitors were just a click, swipe, or tap away – and the purchase decisions of customers were radically changing.

At that time McKinsey proposed a new approach called the consumer decision journey. It challenged the long held concept of the sales funnel, where the decision path narrows in a linear way, from starting with awareness to ending in loyalty.

The new customer journey now reflects a more complex reality of shifting choices, decision criteria, and triggers. At any point in their journey, customers can shift from digital engagement to traditional physical enagement and back again. Core Agenda calls this evolved customer decision journey “ePhy engagement.”

The value of this to our clients regardless of their size? A new level of clarity on customer behavior that makes their marketing programs far more effective. Prioritization of resources on the most impactful customer and prospect touch points. And most importantly, ensuring that every marketing dollar invested has the most impact possible.

winding road illustration
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

Steve Jobs, Apple’s Co-founder

Customer Journey Insights

woman comparing an apple to an orange

The customer decision journey & ePhy engagement

Customers continue to move beyond the simple marketing funnel and the ways that they research and buy products has become far more complex. Here is how to adjust your marketing program to their new customer journey and the ePhy world.

Next: Learn how to influence customer decisions with


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