... A set of technologies is
underpinning this change, allowing companies to design and continuously
optimize decision journeys. More important, companies today can use journeys to
deliver value to both the customer and the brand. Companies that do this well can
radically compress the consideration and evaluation phases, and in some cases
even eliminate them, during the purchase process and catapult a consumer right
to the loyalty phase of the relationship (exhibit). The journey itself is
becoming the defining source of competitive advantage ... read ahead
The new consumer decision journey | McKinsey & Company
underpinning this change, allowing companies to design and continuously
optimize decision journeys. More important, companies today can use journeys to
deliver value to both the customer and the brand. Companies that do this well can
radically compress the consideration and evaluation phases, and in some cases
even eliminate them, during the purchase process and catapult a consumer right
to the loyalty phase of the relationship (exhibit). The journey itself is
becoming the defining source of competitive advantage ... read ahead
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