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Why are high-consideration customers becoming more decisive? (high…
Why are high-consideration customers becoming more decisive?
high-consideration products
the customer journey
NOW
less comparison, research, deliberation
more decisive customers
why?
digital technological developments
the rise of screen-based technologies
computers/laptops
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smartphones
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more buying opportunities
different payment ways
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changes in customer's behavior
fragmented customer journey
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simplification of our everyday lifes
increase in user experience
acceleration of the decision-making process
matrix
BEFORE
'purchase funnel'
lots of comparison, research, deliberation
= high-involvement products
long customer journey
4 'moments of truth'
'first moment of truth'
online/offline confrontation with the product
'zero moment of truth'
product awareness
'second moment of truth'
'ultimate moment of truth'
buying decision
complex purchases
luxury goods (cars,housing,...)