Factors Influencing the Customer Decision Journey

Name: Factors Influencing the Customer Decision Journey
Author: Carol Vollmer Pope

Apply the factors that influence the customer decision journey.

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Course: On-Demand

The customer decision journey can be influenced by several outside forces, such as technology, social context and clues and marketing. Let's take a look at all of these and how they leave their mark. There are many factors that influence the customer decision journey. One being changing technology. Technology plays an increasingly important role across all points of the customer journey, because it has disrupted the older modes of the consumer decision process. It can remove traditional friction points while transforming how consumers interact with entire industries. When you look at the influence of technology in retail, it's now involved in every type of retail purchase. Improvements in technology have cut out the middleman retailer, allowing companies to sell directly to their target audiences. Plus the media that brands use to gain consumer confidence have shifted toward a more visual and entertaining focus. Consumers now have many more ways to research products and services, and the number of touchpoints continues to grow. While many shoppers have moved online, the in-store experience remains part of the consumer buying process. In fact, new in-store retail technology also impacts the consumer's buying decisions like augmented reality, which can depict products alongside virtual elements, making it easier for customers to visualize the product output. In addition, consumers can scan quick response or QR codes with a mobile phone to get more detailed product information. Smart shelves change their LED display when a consumer gets closer, providing information on a particular product's benefits. Digital recycling bins can be set up to recognize a nearby shopper's smartphone and send targeted advertisements for retailers or service providers. Artificial intelligence can also be used to enhance post-purchase convenience. For example, Ikea customers can upload pictures of their own rooms to their smartphones and virtually place Ikea furniture in it to create a desired look. And Lowe's stores offer customer service robots that roam stores and answer questions when prompted.

Intermediate Provider : Carol Vollmer Pope 4 Lessons · 12m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

This course introduces the multitude of factors that influence the customer decision journey. You will learn about media and retail technology, and how these factors influence online and in-store buyer behavior. You will explore social and cultural contexts, the role of emotional and cognitive cues in buyer behavior, and the role of semantic, episodic, and procedural memory. Finally, you will learn about the role marketing plays in the customer experience.

What You'll Learn

Identify the various factors that influence the customer decision journey
Differentiate between individualistic and collectivistic cultures and their role in the customer decision journey
Apply positive and negative emotional triggers in marketing development
Explain the roles that semantic, episodic, and procedural memory play in the consumer decision journey
Create marketing messages that enhance a positive customer experience
Examine how media and retail technology influence online and in-store buyer behavior

Key Takeaways

Media and retail technology shape both online and in-store buyer behavior.
Social and cultural contexts, including individualistic and collectivistic cultures, influence the customer decision journey.
Emotional and cognitive cues, including positive and negative emotional triggers, can be used in marketing development.
Semantic, episodic, and procedural memory each play a role in the consumer decision journey.
Marketing plays a role in shaping the overall customer experience.

Frequently Asked Questions

What does this course cover?

It covers the multitude of factors that influence the customer decision journey, including media and retail technology, social and cultural contexts, the role of emotional and cognitive cues in buyer behavior, the role of semantic, episodic, and procedural memory, and the role marketing plays in the customer experience.

What topics are taught in the lessons?

The lessons cover Media and Retail Technology, Social and Cultural Context, Emotional and Cognitive Cues, and Marketing and Customer Experience.

What skills will I gain from this course?

You will learn to differentiate individualistic and collectivistic cultures, use positive and negative emotional triggers in marketing development, explain the roles of semantic, episodic, and procedural memory, and apply marketing elements to create messages that enhance a positive customer experience.

How does the course address culture in buying decisions?

The course explains the difference between individualistic and collectivistic cultures and the role they play in the customer decision journey.