Solve and Provide improvement recommendations, and Develop and include a visual depiction of the customer decision journey one takes at Tesla. (From consumer behavior Book 12 Edition)
 
 

TESLA MOTORS: DRIVING FORWARD WITH A NEW CONSUMER DECISION JOURNEY The consumer decision-making process is undergoing major change and will never be the same. Consumers are more informed than ever. with access to virtually endless information. But that wealth of information is leading to many distractions and frustra- tions along the path to purchase. What experts used to illustrate as a linear or funnel-like decision making path now looks more like a circular, looping journey where distractions often lead consumers to revisit information search and alternative evaluation, just when it scemed like a purchase decision should have been reached. Dr. Carl Marci at Innerscope Research says "the linear path to the register has been replaced with a roller-coaster ride that spans platforms and screens, through social media and tradi- tional word of mouth." In his blog, Nigel Hollis describes moving away from a consumer loop into a view of a "cloud of turbulent and sometimes conflicting influences" and points to Sue Elms' suggestion that marketers need to plan for "meaningful coinci- dences" rather than targeting consumers at specific points on the path to purchase. Marketers must replace outdated strategies that are based on misinterpretations of the decision journey. Today's reality is the prevalence of consumers moving seamlessly back and forth between physical and virtual shopping worlds, while using a va- riety of devices across multiple channels. "The Path to Purchase: Tracking the Consumer Journey." tells us that 67 percent of shop- per journeys now start online; 65 percent of those journeys are purely mobile. Despite that, many consumers still feel a compel- ling connection to physical shopping for firsthand involvement with the product and the actual purchase. In this kind of an environment, marketers must find new ways to offer "frictionless" customer experiences. remembering that "every touchpoint is a brand experience and an opportunily to engage the consumer."