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Customer Decision Making
process
Why should a business owner or marketer need to
understand the customer evaluation process?
What we will cover today
• The 5 step process in customer decision making
• Psychological influences of customer decision making
• 5 areas where you can position yourself in the
  consumer’s mind
• 8 ways to build raving fans
How do customers buy?
• Research suggests
  that customers go
  through a five-stage
  decision-making
  process in any
  purchase.
General buying decision making process



   Need
                                                          Post-
Recognition   Information   Evaluation of
                                            Purchase    purchase
& problem        Search     Alternatives
                                                       evaluation
 awareness
•Hungry?
Customer information sources
• A customer can obtain information from several sources:
   •   Personal sources
   •   Commercial sources
   •   Public sources
   •   Experiential sources
• Customers value and respect personal sources more than commercial
  sources (the influence of “word of mouth”).
How does the customer use the information
obtained?
• High-involvement
  purchases
• Low involvement
  purchases
General buying decision making process
  Which of these stages can you influence?



   Need
                                                          Post-
Recognition   Information   Evaluation of
                                            Purchase    purchase
& problem        Search     Alternatives
                                                       evaluation
 awareness
Post-purchase evaluation - Cognitive
Dissonance
• Common for customers to experience concerns after making a
  purchase decision -> cognitive dissonance
• Services normally carry higher risks due to their intangibility.
• Manage the post-purchase stage
  • Persuade the potential customer that the product will satisfy his or her needs.
  • Post purchase -> customer should be encouraged that he or she has made the
    right decision.
Perceived risks – how can you help buyers to alleviate high
levels of risk during pre and post purchase stages?
• Acquisition of information (mass media, WOM, personal
   selling)
• Brand loyalty, rewards
• Use of guarantees, third party endorsements
• Money back offers, trial samples
• Assurance
• Product installation and usage instructions
• After sales service and follow up
Psychological influences on customer decisions
                                 Motivation
                                    and
                                 personality


                      Family                   Beliefs and
                    influence                   Attitudes

                                  Customer
                                   decision
                                 influencers

                     Personal
                                               Lifestyles
                    influences


                                    Socio-
                                   cultural
                                 influences
General buying decision making process
  Which of these stages can you influence?
     “Stop trying to sell, start helping them buy.”



   Need
                                                                    Post-
Recognition       Information      Evaluation of
                                                      Purchase    purchase
& problem            Search        Alternatives
                                                                 evaluation
 awareness
Pause for thought ......

ARE YOU IN YOUR CUSTOMER’S
MIND
Customers are buying into your product or
service
• Where are you placed in
  your customer’s mind?
• Are you even in it?
• How do you get in?
• Which part of the brain
  are you in?
Positioning: The fight for your consumer’s mind
•   Attention                        • Liking                     • Recommendation
•   Knowledge       •   Attraction   • Curiosity   • Preference   • Word of mouth
•   Comprehension   •   Conviction   • Action                     • Raving fans
•   Understanding   •   Interest
                    •   Desire
Awareness

Consideration

    Trial

   Repeat
  Purchase



Advocacy
 Advocates
Customer advocacy – a key to
business growth
BONUS TIPS FOR YOUR BUSINESS
SUCCESS
Advocacy drives growth
                        Focus on customer success
  The main intent of organisations with a customer advocacy strategy is
                             “customer success”.
      They aim to create more authentic customer relationships by
 providing expert levels of individual customer protection and support.
               As higher levels of trust, accountability and
 transparency build, customer advocacy is a means for organisations to
     resolve their customer’s problems, and help them make important
                                   decisions.
8 Tools for
                                    Referral
Driving Growth                     programs
by Optimizing
                      Innovation               Tryvertising
Customer
Advocacy
                 Advocacy          Customer          Empowered
                  tracking
                 research          advocacy          involvement



                                                  Brand
                      Influencer
                                               ambassador
                       outreach
                                                programs
                                     Causal
                                   Campaigns                       Ref: Advocacy Drives
                                                                   Growth, London School of
                                                                   Economics
NOW, IT’S YOUR TIME FOR
CONSIDERATION AND ACTION
Awareness
            • What can I do to
              increase Awareness in
              my business?
            • ___________________
            • ___________________
            • ___________________
            • ___________________
Consideration
                • What can I do to
                  increase Consideration
                  in my business?
                • ___________________
                • ___________________
                • ___________________
                • ___________________
Trial
        • What can I do to
          increase Trial in my
          business?
        • ___________________
        • ___________________
        • ___________________
        • ___________________
Purchase
           • What can I do to
             increase Purchases in
             my business?
           • ___________________
           • ___________________
           • ___________________
           • ___________________
Repeat Purchase
                  • What can I do to increase
                    Repeat Purchases in my
                    business?
                    ___________________
                  • ___________________
                  • ___________________
                  • ___________________
Advocacy
           • What can I do to
             increase Advocacy in
             my business?
             ___________________
           • ___________________
           • ___________________
           • ___________________
What we have covered today
• The 5 step process in customer decision making
• Psychological influences of customer decision making
• 5 areas where you can position yourself in the
  consumer’s mind
• 8 ways to build raving fans
Another Bonus - Thanks for staying till this bit

• Register your name and email at our
  website www.gameplancoaching.com
• You will automatically get:
  • GAMEPLAN Life Bytes Welcome Newsletter
  • E-book GAMEPLAN Strategies to Happiness and
    Success
Before we conclude ....
   karyne@gameplancoaching.com

• I will send you a template with the
  5 key areas, for you to complete
  with your business action points.
• All registrants today will receive our
   free e-report Recession Busters: 30+ Tips
   and resources You Can Use Immediately
   to Thrive in a Recession
Thank you!
Email: karyne@gameplancoaching.com
 Website: www.gameplancoaching.com
           Tel: +61 (0) 422 475 225


P.O. Box 6317, North Ryde, 2113 NSW, Australia

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Customer Decision Making Process

  • 2. Why should a business owner or marketer need to understand the customer evaluation process?
  • 3. What we will cover today • The 5 step process in customer decision making • Psychological influences of customer decision making • 5 areas where you can position yourself in the consumer’s mind • 8 ways to build raving fans
  • 4. How do customers buy? • Research suggests that customers go through a five-stage decision-making process in any purchase.
  • 5. General buying decision making process Need Post- Recognition Information Evaluation of Purchase purchase & problem Search Alternatives evaluation awareness
  • 7. Customer information sources • A customer can obtain information from several sources: • Personal sources • Commercial sources • Public sources • Experiential sources • Customers value and respect personal sources more than commercial sources (the influence of “word of mouth”).
  • 8. How does the customer use the information obtained? • High-involvement purchases • Low involvement purchases
  • 9. General buying decision making process Which of these stages can you influence? Need Post- Recognition Information Evaluation of Purchase purchase & problem Search Alternatives evaluation awareness
  • 10. Post-purchase evaluation - Cognitive Dissonance • Common for customers to experience concerns after making a purchase decision -> cognitive dissonance • Services normally carry higher risks due to their intangibility. • Manage the post-purchase stage • Persuade the potential customer that the product will satisfy his or her needs. • Post purchase -> customer should be encouraged that he or she has made the right decision.
  • 11. Perceived risks – how can you help buyers to alleviate high levels of risk during pre and post purchase stages? • Acquisition of information (mass media, WOM, personal selling) • Brand loyalty, rewards • Use of guarantees, third party endorsements • Money back offers, trial samples • Assurance • Product installation and usage instructions • After sales service and follow up
  • 12. Psychological influences on customer decisions Motivation and personality Family Beliefs and influence Attitudes Customer decision influencers Personal Lifestyles influences Socio- cultural influences
  • 13. General buying decision making process Which of these stages can you influence? “Stop trying to sell, start helping them buy.” Need Post- Recognition Information Evaluation of Purchase purchase & problem Search Alternatives evaluation awareness
  • 14. Pause for thought ...... ARE YOU IN YOUR CUSTOMER’S MIND
  • 15. Customers are buying into your product or service • Where are you placed in your customer’s mind? • Are you even in it? • How do you get in? • Which part of the brain are you in?
  • 16. Positioning: The fight for your consumer’s mind
  • 17. Attention • Liking • Recommendation • Knowledge • Attraction • Curiosity • Preference • Word of mouth • Comprehension • Conviction • Action • Raving fans • Understanding • Interest • Desire
  • 18. Awareness Consideration Trial Repeat Purchase Advocacy Advocates
  • 19. Customer advocacy – a key to business growth BONUS TIPS FOR YOUR BUSINESS SUCCESS
  • 20. Advocacy drives growth Focus on customer success The main intent of organisations with a customer advocacy strategy is “customer success”. They aim to create more authentic customer relationships by providing expert levels of individual customer protection and support. As higher levels of trust, accountability and transparency build, customer advocacy is a means for organisations to resolve their customer’s problems, and help them make important decisions.
  • 21. 8 Tools for Referral Driving Growth programs by Optimizing Innovation Tryvertising Customer Advocacy Advocacy Customer Empowered tracking research advocacy involvement Brand Influencer ambassador outreach programs Causal Campaigns Ref: Advocacy Drives Growth, London School of Economics
  • 22. NOW, IT’S YOUR TIME FOR CONSIDERATION AND ACTION
  • 23. Awareness • What can I do to increase Awareness in my business? • ___________________ • ___________________ • ___________________ • ___________________
  • 24. Consideration • What can I do to increase Consideration in my business? • ___________________ • ___________________ • ___________________ • ___________________
  • 25. Trial • What can I do to increase Trial in my business? • ___________________ • ___________________ • ___________________ • ___________________
  • 26. Purchase • What can I do to increase Purchases in my business? • ___________________ • ___________________ • ___________________ • ___________________
  • 27. Repeat Purchase • What can I do to increase Repeat Purchases in my business? ___________________ • ___________________ • ___________________ • ___________________
  • 28. Advocacy • What can I do to increase Advocacy in my business? ___________________ • ___________________ • ___________________ • ___________________
  • 29. What we have covered today • The 5 step process in customer decision making • Psychological influences of customer decision making • 5 areas where you can position yourself in the consumer’s mind • 8 ways to build raving fans
  • 30. Another Bonus - Thanks for staying till this bit • Register your name and email at our website www.gameplancoaching.com • You will automatically get: • GAMEPLAN Life Bytes Welcome Newsletter • E-book GAMEPLAN Strategies to Happiness and Success
  • 31. Before we conclude .... karyne@gameplancoaching.com • I will send you a template with the 5 key areas, for you to complete with your business action points. • All registrants today will receive our free e-report Recession Busters: 30+ Tips and resources You Can Use Immediately to Thrive in a Recession
  • 32. Thank you! Email: karyne@gameplancoaching.com Website: www.gameplancoaching.com Tel: +61 (0) 422 475 225 P.O. Box 6317, North Ryde, 2113 NSW, Australia