From the course: Marketing Foundations: Integrated Marketing Strategies
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The new customer journey
From the course: Marketing Foundations: Integrated Marketing Strategies
The new customer journey
- Once upon a time, marketers followed a communication model called AIDA. The acronym stood for awareness, interest, desire, and action. So, what's missing in the AIDA model? The customer experience. To address this crucial missing ingredient, McKinsey proposed a new model called the Customer Decision Journey. Like AIDA, this process follows four primary phases, consideration, evaluation, purchase, and experience. The emphasis is on the customer decision journey that works equally well for B2B and B2C marketers. At every step of the journey, whether the prospective customer is considering a new product solution, evaluating their options, or making a purchase decision, their experience matters more than anything else. That's why the best brands work to guide the journey through helpful content, thoughtful product design and support, and superior customer service. Here are seven tips on how to design a new customer journey that will keep them coming back for more. Number one, get your…
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