The Consumer Decision Journey - Turn Customers Into Salespeople

Posted by Mike O'Rourke on Mon, Dec 27, 2010 @ 07:11 PM

If you’re reading this blog, odds are you’re very familiar with the sales funnel concept for turning prospects into customers. The funnel is tried and true, and about as marketing 101 as it gets. It’s helped countless businesses to identify opportunities to refine their marketing processes and build their customer base. 

However, recently the sales funnel has been failing to account for the nuances of the modern purchase decision process. Consumers are more empowered than ever thanks to the social nature of the internet, and the funnel’s one-way nature neglects existing customers’ abilities to give feedback and interact with brands and other potential customers.

Last year, McKinzie developed a new marketing model that effectively illustrates the added dynamics of consumer feedback and the socialization of the buying process. They call it the Consumer Decision Journey, and it’s already beginning to pay big dividends to businesses that are embracing it.

It’s a bit more complicated than the sales funnel, but it elegantly describes an admittedly complex process involving a variety of forces.

Consumer Decision Journey

I highly recommend developing an intimate understanding of the consumer decision journey’s key concepts, but if you’ve only got a few minutes, you’ll be hard pressed to find a better illustration of those concepts at work than this video:

Your customers might be more effective than your best salespeople. How are you creating passionate advocates? What are you doing to empower your happy customers?

Tags: Social Media, Digital Marketing, Strategy, Marketing Integration, Marketing Strategy, Consumer Decision Journey, Integration