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The document discusses the evolution of the customer journey in the digital age, highlighting the shift from traditional purchasing funnels to a customer decision journey influenced by digital interactions. Additionally, it distinguishes between active and passive loyal customers. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and manage the customer experience.
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In contrast to traditional customer journey models, mckinsey’s model suggests that successfully navigating the journey does not guarantee loyalty. Instead, a satisfied customer can enter a loyalty loop, skipping the early stages of consideration in their next purchase. Mckinsey’s cdj provides a more holistic approach to a customer’s journey with the brand and highlights the key touchpoints that companies should focus on.
Companies must continue to deliver value and nurture the relationship so that the customers come back repeatedly.
Developed by mckinsey in 2009, it challenged the classical purchase funnel (e.g., aida: Loyalty is growing in importance and toughness. Awareness, interest, desire, action), which assumed a linear progression from brand awareness to purchase and loyalty. In addition, the research identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience.
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