Mechanisms

• Customer memory 25 of 207 journeys

  The same task with and without relevant prior experiences. A memory-influenced decision is one where the two customers reached different brand outcomes.

• Silent elimination 13 of 207 journeys

  The brand was not selected and no readable page from its own site entered the decision. Where the site refused the request, the company saw a blocked request, not a customer; otherwise it saw nothing, and the customer’s agent never saw the company.

• Blocked at the door 67 of 207 journeys

  The agent tried to read a site and was refused: a CAPTCHA, an access-denied page, a bot wall. When it is the brand’s own site, the brand’s policy kept its own facts from the customer’s agent.

• Unverified beliefs 55 of 207 journeys

  A decisive fact about the brand taken from a page that is not the brand’s own, or attributed to a brand page the agent could not open. Right or wrong, the brand did not say it to the agent.

• Unresolved facts 105 of 207 journeys

  The agent could not establish a fact the requirements needed, and said so instead of guessing. These are the decisions a brand can change by publishing.