The Customer Journey Isn’t a Funnel. It’s Much Messier Than That.
Why customers refuse to behave properly. Marketers love funnels. They’re neat. Logical. Comforting. Someone becomes aware of your business, develops interest, considers their options, makes a decision and eventually becomes a customer. Lovely. This model has only one significant flaw. Actual human beings. Customers have an irritating habit of behaving like people rather than obedient…