In 2009, McKinsey declared the classic funnel is dead. In its place, the “Customer Decision Journey” accurately depicted how customers use technology to inform themselves about brands and products before making a purchase decision. But, it’s 2019 and Everise is declaring the emergence of a new Journey - The Curated Customer Journey.
The primary shift has been regarding the balance of power in the decision making process. In today’s maga-platform world, consumers are not as securely in the driver seat they may think. The decisions we make are primarily a result of how experiences are curated for us. Consider how you discover news, new music or movies today - Facebook, Spotify and Netflix show us what we think we want to see, and unless we actively breakout of the cycle, our experiences are very personalised.
Understanding how you can develop a seamless and effective curated journey is vital to fighting disruption and building a successful experience-driven business.