Customer Journeys in
Major-Life Purchase Markets

The report takes a look at the anatomy of the MLP decision and outlines how marketers can succeed in this high-pressure environment. Major-life purchases are big-ticket items that entail a complex buying decision and emotional risk for the buyer. The customer journey takes weeks, or even months, and involves a lot of research, consideration, and comparison. Most of all, it involves a customer—a real person—who wants to make a good decision. The findings in our report include a framework of successful practices to create customer lifetime value.