Over the years，Consumption dominance is obviously tilted towards end users。2009，The “consumer decision journey” we proposed overturned the traditional “funnel” model。The "funnel" model refers to consumers' continuous selection of known brands，Then make a purchasing decision。And our new model adds a link where consumers use new technologies to actively evaluate products and services，So you can change your purchase needs at any time。Also，The new journey also includes a feedback closed loop，Consumers continue to evaluate products and services after purchasing them，Prompt companies 188bet online sports betting to improve product performance，Optimize brand experience。And now，We believe that the consumer decision-making journey needs to be upgraded。

Over the past few years，Brand owners are struggling to catch up，Competition to increase investment in new technologies and related capabilities，Hope to rebuild relationships with consumers，and exert influence on purchasing decisions。We have provided advice on best practices for digital capability building to more than 50 companies，And conducted research on more than 200 companies，Also had in-depth communication with dozens of chief digital executives and more than 100 digital leaders around the world。These experiences make us believe that today’s brands can not only influence consumer purchasing decisions，You can also actively shape the decision-making journey。

New technology makes this possible，Nowadays, companies can use technology to design and continuously optimize the decision-making journey。What’s more important，Companies can also proactively deliver value to consumers and brands。If you can do this，It can greatly reduce or even completely remove the part that consumers consider and evaluate in the purchasing process，Push consumers directly into the loyalty part of this journey (see Figures 1 and 2)。The new consumer decision-making journey 188bet online sports betting is becoming a source of competitive advantage for enterprises。

Figure 1 Classic History

Figure 2 Optimized decision-making journey improves consumer loyalty

In fact，Recent survey[2] released by the Association of American Advertisers，Outstanding companies understand the entire consumer journey better than their peers (the former is 20%，The latter is 6%)，Also better at mining consumer-related insights，Then integrate it into your marketing plan，Thus improving performance (the former is 30%，The latter is 11%)。Also，These companies regard automation as a key capability，Pay attention to the use of automation to respond to changes，And provide a stable and personalized consumption experience (30% of the former，The latter 11%)。

We found，A company’s ability to realize these values ​​depends on four interrelated capabilities:

188bet Online Sports Betting and Casino 。For example，People take photos of checks through bank apps，The deposit will be completed，No need to go to the branch in person。Although operation automation has higher technical requirements，But it does a great job of providing simplicity to consumers、A practical and more engaging experience。

Proactive customization is about using the customer’s information, including gathering information from previous interactions or external sources, to instantly tailor a personalized experience。Recording customer preferences is just the beginning of this capability，It also needs to extend further into subsequent stages of the consumer decision journey，Put high-quality customers on the upgrade list in a timely manner。

Contextual interaction refers to based on the stage of the consumer’s decision-making journey，Guide them to the next step of interaction。For example，The retail website displays the status of the consumer’s order on the homepage。Some hotels are currently experimenting with using apps to use mobile phones as room cards。

Journey innovation expands interactive scope，Develop new sources of value for customers and brands，For example, recommending new services。Enterprises mine data and insights，Can infer related services that consumers like。The best companies engage in open testing when designing new journeys，Continuously prototype new services or features。For example, airline apps can integrate taxi services，So that passengers can reserve a taxi to pick up the airport。

To make full use of the consumer journey to gain value，Companies need to treat journeys as products，Manage proactively、Evaluation and Optimization。The better you do，Consumer journey can become a company’s competitive advantage。