Don’t Take The Customer Decision Journey For Granted

Over the past couple of years I’ve heard them all. Reasons to adopt any next big thing from social media to digital, mobile, big data and/or any combination or derivation thereof. Many of those times in relation to improving the Customer Decision Journey.

Predictably unpredictable
At the same time we’re being told that the Customer’s decision journey is messy and unpredictable(!!). Strangely the only way to fight that seems to be to start a predictive(!!) analytics driven engagement strategy that scales.

And if that did not put you out of money (and new Customers) you’re probably better off giving your last dime of margin to the plethora of aggregators, affiliates and what have you. Anything better than doing the hard work of attracting Customers yourself seems to be best practice. If I allow myself to be cynical I could come to the conclusion that many marketers take the Customer Decision Journey for granted.

Engagement tactics
And the Customer? She’s scratching her head wondering why we are sitting in the middle of the road looking into their headlights and not moving. Yes, she sees our poor attempts to ‘engage’ her into sharing poorly produced content, e.g. via Facebook games, ill-informed infographics or a contest. Content that will at best engage her into engaging her friends to support her, not you!

And when searching for what she (thinks she) needs, the Customer gets nothing but billboards waving at her: “Buy me!, cheap XYZ”, “Save money? Click here!”, “Compare ABC and get one free!”. Even your non-paid search-engine-optimized results look like the paid ones! Thus your prospect closes her “windows” more often than we think and probably hopes it will all go away.

Going further down the Customer Decision Journey it usually doesn’t get better. Some parties are getting that good at tracking you that regardless of where you end or pick up your journey they will make sure you have another “engaging experience (=see ad you are asked to click on)” with them. It doesn’t surprise me that many decision journeys take much longer than a couple of days and significantly more than 1 step.

Diminishing returns
So, what’s the solution? More analytics? Yes probably, for purpose of understanding and tracking though, not predicting so much, if you ask me. Why? Remember Direct Marketing? Diminishing returns come to mind. Solution? Go cheaper and increase volume (e-mail) is what we did. With what result?

Predicting the (online) decision journey is just the next iteration for Direct Marketing: cheaper and more volume. Add to that the ever increasing pace of change (and data created) and guess what kind of results you’ll get..

So what could you be doing?

You could be trying to understand the job your prospects are trying to get done and the metrics they use to evaluate their own success. And then you could try to understand how you can help shape the journey to better meet those criteria. You could also try not to do that the exact same way for all prospects, but segment your approach based on the different sets of criteria you discover. You could offer a phone number or live-chat at first search result, or at every step, just to see what route they take. When they contact you, or not..

You could try do this through rapid prototyping, or better testing in the real world for a couple of weeks to see what works. And adapt when needed.

You could do all the agile, rinse & repeat stuff yet most of all you need to stop taking the Customer (Decision) journey for granted. You need to stop doing nothing more than waving your billboards at the side of the road each time you see her car drive by, either by paid advertising or the free “seo”-version of it.

Step onto the asphalt
You need to step onto the asphalt and help your prospects navigate, by understanding what they need, the jobs they want to get done and the most efficient way to meet their evaluation criteria. By offering them the right information, tools, transparency and options that are designed to help her make the right choices (for her!) at each step of the decision journey.

And, again, don’t try do this on an individual Customer bases. Try distilling three to four different customer jobs based on actionable differences in context and evaluation criteria. These are your ‘decision journey’ segments that require differently designed touch-points in different stages of their journey.

Doing the Customer Decision part better than competition will not only land you more Customers, it will land you better informed Customers. And from my own experience (and statistical analysis) these Customers will stick around longer, buy more and tell more friends. How’s that for engagement?

13 thoughts on “Don’t Take The Customer Decision Journey For Granted

  1. You hit the nail Wim with the analytical approach to make it (more) predictable. The underlying challenge then however becomes data, data-flow and supply to create CDJs within the window of opportunity.


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  5. Good points here! I like what you have to say about “…it doesn’t surprise me that many decision journeys take much longer than a couple of days and significantly more than 1 step.” And, “you need to stop taking the customer journey for granted.” So true! In today’s consumer-driven market, understanding the customer journey is more important than ever before. And, as you pointed out, the journey has become more complicated for companies to grasp and plot out (particularly if you’re trying to plot it in a linear manner on paper). It can be challenging to wrap our heads around all the twists and turns of the journey, all the encounters with various touchpoints, and then understand the emotional side of the journey, all while trying to figure out where you’re meeting your customer needs and wants and where you’re missing the mark.

    I’ve used journey mapping as a way to visualize, analyze and understand the customer journey from the eyes of a customer, and uncover the things that are working well and the things that need improvement. Our company, Touchpoint Dashboard, (we offer a web-based journey/touchpoint mapping tool) has published a lot of resources on our blog about mapping and the customer journey in general. Your readers might benefit from checking them out at and viewing a sample of a journey map created in our tool:

    Thanks for sharing your thoughts!



    • Hello Jennifer,

      I’m sorry, but this is obviously an attempt to ‘market’ your services. You are free to comment here without obvious linking to your own site.



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  10. Great points. I’ve never understood why some marketers reduce the “customer journey” to a trip down the sales funnel, where it becomes solely a “decision journey” to buy a product or service. That’s a very low-level journey, since the sales funnel itself is structured as a trapping mechanism. It’s a journey of “being sold to,” hardly a fulfilling trip worth writing home about.

    In terms of journeys we should be talking platforms and paths, not funnels. A “customer journey,” at least as I see it, is the journey of the customer from Point A, some form of intolerable present, to Point B, where the customer is exclusively better-off. That brings brand vision, strategy, innovation, brand experience and most certainly JTBD into the mix. We’re in the business of advancing customers to more proactive and more productive modes of being–and that process of customer transformation is the real “customer journey” we offer. A “decision journey” that ends at the cash register doesn’t take customers very far.


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