skimspiration 2015: consumer decision journey
TRANSCRIPT
Consumer Decision Journey
Dirk Huisman| June 2015
What?
Where?
Who?
Where?
What?
Who?
What?
When?When?
An individual passes many touch points
A typical Decision Journey
The Consumer Decision Journey Model
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Consumers consider an initial set
of brands, based on experience,
triggers and exposure to recent
touch points
Customers do not
plan to switch
brands or buy in
the next 6 months
Consumers add or subtract brands
as they evaluate what they want
Consumers
select a brand
Customers build expectations, based on their
experience to inform the next decision journey
Active loyalists (advocate)
Passive loyalists
Stage 3
Buy
Stage 4
Experience
Stage 2
Evaluate
Stage 6
Bond
Stage 1
Consider
Triggers
Stage 5
Advocate
Stage 0
Latent
Touch
points
Touch
points
Source: McKinsey
(modified)
Digital Behavioral Fragmented
Our 4-Step Decision Journey Mapping Process per Stage
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1 Choose all your shopping
activities (touchpoints)
Visit brand name store
Visit brand name website
Talk to friends & family
Read reviews & blogs
Facebook, twitter
Visit Amazon
Watch ads
Visit competitor store
Visit big box stores
Read articles
Brand
website
Amazon
Talk to
Friends
& family Big box
stores
Talk to
Friends
& family
Amazon
Social
mediaWatch TV
ads
2 Place touchpoints on timeline (sequence and frequency of actions)
Tipping point3 Set tipping point 4 Ask open-ends
Overall Consideration
Offer
CommunicationCustomer
Experience
From Detailed to Overall Drivers of Brand Choice
Digital TV F2F PrintOutdoor
Bundle Performance Reliability
Control Respected
Overall Consideration
Offer
CommunicationCustomer
Experience
Latent Evaluate Buy
55% 42% 48%
Latent Evaluate Buy
41% 40% 32%
Latent Evaluate Buy
4% 18% 20.0%
Impact Overall Drivers of Brand Choice per Stage
Overall Consideration
Offer
CommunicationCustomer
Experience
Latent Evaluate Buy
55% 42% 48%
Latent Evaluate Buy
41% 40% 32%
Latent Evaluate Buy
4% 18% 20.0%
Relative Importance of Detailed Drivers and Performance per driver and per stage
19.5%
22.9%
19.6%
18.9%
16.2%
14.3%
0.0% 20.0% 40.0% 60.0%
Stage 1
Stage 2
Stage 3
Control Respected
FUTURE
A string of many standardized fast studies at touchpoints (tat=3days)
Observed and revealed behavior, partly based on flows of
automatically generated data
Holistic view of decision journey
Drill down: different emotions, generations, categories
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