I
Influence
McKinsey Framework

Decision Journey Influence Model

Mọi ảnh hưởng phải được thiết kế theo hành trình ra quyết định của khách hàng. Gồm 5 giai đoạn: Awareness → Consideration → Evaluation → Purchase → Advocacy.

Khung Ảnh hưởng Câu chuyện (SCQA)

Câu chuyện thay đổi cách khách hàng nhìn nhận thực tế. Sử dụng cấu trúc SCQA để tạo ảnh hưởng hiệu quả.

SITUATION
Situation
Bối cảnh hiện tại của khách hàng

“Khách hàng đang gặp khó khăn trong việc quản lý dự án”

COMPLICATION
Complication
Vấn đề hoặc thách thức phát sinh

“Các công cụ hiện tại không đáp ứng được nhu cầu”

QUESTION
Question
Câu hỏi khách hàng đang tìm kiếm

“Làm sao để tìm được giải pháp phù hợp?”

ANSWER
Answer
Giải pháp bạn cung cấp

“Sản phẩm của chúng tôi giải quyết chính xác vấn đề này”

10 Real Examples of Decision Journey Influence Model

Các case study thực tế về cách các thương hiệu thành công sử dụng Decision Journey Influence Model

Apple Store Design
Evaluation
Physical stores designed for hands-on product interaction and expert consultation during the evaluation phase.
HubSpot Free Tools
Consideration
Free CRM and marketing tools that demonstrate value before customers consider paid plans.
Dove Campaign
Awareness
Real Beauty campaign reframes beauty standards, creating awareness of authentic self-acceptance.
Tesla Showroom Test Drives
Evaluation
Test drive experiences that let customers feel the innovation and performance firsthand.
Airbnb Host Reviews
Trust-Building
Social proof through authentic reviews builds trust before booking decisions.
Sephora Loyalty Program
Advocacy
Beauty Insider program turns customers into brand advocates through exclusive benefits.
Netflix Free Trial
Conversion Trigger
30-day free trial removes friction and allows customers to experience the full value.
Starbucks App
Retention
Mobile app with rewards and ordering creates habit and increases customer lifetime value.
Amazon Prime Day
Loyalty Loop
Exclusive deals for Prime members reinforce membership value and drive repeat purchases.
Booking.com Scarcity Notice
Purchase Decision
Real-time availability and pricing creates urgency to complete booking decisions.

Action Playbook: Apply This Model to Your Product

1

Map Your Customer Journey

Identify the 5 stages your customers go through. Where do they start? What triggers each stage?

Action Item:

Create a visual map of your customer's decision journey

2

Identify Influence Opportunities

At each stage, what can you do to influence the customer's decision? What touchpoints exist?

Action Item:

List 3-5 influence tactics for each stage

3

Design Stage-Specific Content

Create content and experiences tailored to each stage of the journey.

Action Item:

Develop content strategy for each stage

4

Measure and Optimize

Track how customers move through each stage and optimize your influence tactics.

Action Item:

Set up analytics to measure journey progression

Where Can You Use This Next?

Take a moment to reflect on your current customer experience. How can you apply Decision Journey Influence Model to improve your influence strategy?

Quick Reflection Questions:

  • • How does this model apply to your current customer journey?
  • • What specific tactics from this model can you implement this week?
  • • Which examples resonate most with your business model?
  • • What would success look like if you applied this model?
← Back to All Models
Next Model →