Common journey stages

- There are many decision journey frameworks out there,…and they each have their own take on various…decision journey stages.…You can use one of the existing frameworks,…or make a few changes to one of those frameworks,…or develop a completely customized framework.…There's no right or wrong answer,…only what's right for your brand, product,…or service, and customers.…Let's take a look at an example.…This is a consumer decision journey from McKinsey,…a top global management consultancy that works with…many of the Fortune 500 companies.…

I like this one because it's from a highly reputable…company that reflects their experience…advising over 50 companies…and researching over 200 companies on best practices.…This loyalty journey has six stages.…First is consideration.…This is when the customer considers an initial set of brands…based on brand perceptions…and exposure to recent touchpoints.…Second is evaluation,…when customers add or subtract brands…as they gather information and evaluate…what they want.…

Third is purchase, when the customer selects a brand…