When you think about the way your business interacts with customers, you need to understand the customer decision process in general. That is why today we will talk about the customer‘s decision journey in order to know what the consumer’s decision process is. Customer Decision Journey
Let’s learn more about the purchase decision process of our clients in order to generate effective strategies and achieve more sales.
What is the customer decision journey?
The customer purchase journey is one of the most important marketing models. It illustrates how consumer behavior develops throughout the purchasing process.
The customer decision journey is a map of the stages that a customer goes through from the moment they know a product or a company until they become a loyal and recurring customer. It can help marketers understand how and when to engage with customers throughout their journey, from brand discovery to full loyalty, post-purchase and beyond.
Knowing the customer journey helps companies make continuous improvements to the consumer cycle experience, fueling brand loyalty for years to come. Customer Decision Journey
What is the consumer decision-making process?
Traditionally, there are five critical steps in the consumer journey:
- Recognition of the problem : When the consumer realizes for the first time that he needs a product or service.
- Information search : The consumer becomes familiar with the product and its characteristics.
- Evaluation : The consumer takes notes as he evaluates what he wants
- Purchase : The consumer commits to a brand and makes the purchase.
- Post-purchase evaluation : The consumer repeats the purchase decision based on their post-purchase experience.
This customer decision journey always begins with the initial problem recognition, when the customer discovers that they need a product or service. This triggers the information gathering and consideration phases, which then become an active evaluation process, before closing on a purchase. Then, waiting for the consumer experience after the purchase, the cycle should be repeated, although without considering alternative brands or companies.
How do consumers make decisions?
There are three critical areas in the customer decision journey where a consumer will make a decision that could affect your business. In the information search phase, the client will go to the sources of information that they consider reliable, these sources can be the recommendations of their friends and followers of the social networks, together with the trusted editorial brands and the online comments.
Once the consumer has researched the product they need, they move on to the consideration phase to begin evaluating alternatives. It is at this point that consumers are likely to take a closer look at the various brands and how they differ from one another. For example, they take brand values into account.
Evaluation is the next step in the customer’s decision journey, the consumer engages with a brand to make a purchase decision. This is where many consider the process to end, but it does not. Now more than ever, the importance of a positive post-purchase experience in closing the loyalty cycle cannot be underestimated.
Improving the post-purchase experience is not only good practice, it also saves costs. If you don’t know how to improve the post-purchase customer experience , there are many tactics you can consider. These include practicalities such as packaging quality and return policy, to more advanced post-purchase strategies such as after-sales service and loyalty programs .
Now that you’ve learned everything you need to know about the customer decision journey, create your own strategies to generate better experiences and grow your business.