2016-07-26-麦肯锡-塑造消费者决策新旅程_4页_3mb

The article discusses the evolution of consumer decision-making from the traditional funnel model to a new journey model, enabled by technologies like social media and mobile devices. Consumers now have more power, but businesses are using digital tools to shape and optimize these journeys.

This shift allows companies to directly influence decisions by compressing evaluation stages and enhancing loyalty through innovation. Research shows that leading firms outperform peers in leveraging consumer insights and automation.

Four key capabilities for businesses include automation (e.g., streamlining transactions), proactive personalization (e.g., real-time custom experiences), context-driven interaction (e.g., guiding users based on journey stage), and journey innovation (e.g., developing new services through testing).

To maximize value, businesses should treat the decision journey as a product, continuously measuring and optimizing it to gain a competitive edge and improve consumer engagement.