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New Consumer Decision Journey

Consumers nowadays engage differently with brands. In a new view of the old Purchase Funnel, the terms Advocate and Bond were added in the structure of the “Consumer Decision Journey” in order to describe the power of influence that consumers have nowadays over the final purchasing decision process.

The journey starts with consumers getting to know a brand in the initial “Consider Phase”, flows through the “Evaluate Phase” where consumers become leads and start thinking in buying the products/services of a specific company, till the “Purchase Phase” where leads become costumers and effectively buy the products/services.

After the Purchase Phase comes the new Advocate Phase where satisfied customers will bond with the brand and advocate as loyal customers or create a hard time to companies if they have complains about the experience they had.

The important lesson to take here with the new consumer decision journey in this era of real-time accessible information is that consumers can quickly add or subtract brands of their consideration/evaluation process based on what they find in their online researches and also to promote/damage brands based on the way they connect with the companies.

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