EXPLORE OUR FOUNDATION OF EFFECTIVE CUSTOMER-FOCUSED MARKETING
CUSTOMER JOURNEY
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.
“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
Article
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.
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