Today, the customer journey is the centrepiece of successful customer relationships. It describes the path that people take with a brand, product or service. Many companies ask themselves how they can win back customers' hearts. The answer lies in consciously shaping every interaction along the customer journey. Clients often report that they need support precisely where expectations are not being met. Transruption coaching supports projects relating to the customer journey and provides impetus for sustainable improvements.
Why the customer journey is so important
The customer journey encompasses all points of contact between the customer and the company. This includes website visits, email communication, social media interactions and personal conversations. Each of these touchpoints characterises the customer experience. Companies that understand the customer journey can intervene in a targeted manner and increase satisfaction.
A practical example: An online shop analyses how customers reach the site. They realise that many visitors abandon their purchase after adding a product to the shopping cart. Targeted emails and a simplified checkout process make it possible to increase the conversion rate. A mail order company also uses customer data to send personalised offers. This has a positive impact on the customer journey.
Another example: A fitness studio observes that many interested people do not continue after a trial training session. They optimise the follow-up support with individual training plans and personal queries. This significantly increases the number of new customers.
Customer journey: understanding the phases
From the first touch to the recommendation
The customer journey begins with the first contact. This can be an advertising banner, a social media post or a recommendation. In the information search phase, customers compare different offers. They look for reviews, product information and comparisons. Companies can score points here with targeted content.
An example: A travel agency offers detailed travel reports and videos on its website. This increases trust and the booking rate. Another example: A software provider provides instructions and experience reports on its blog. Customers feel well informed and are more likely to buy.
The purchase is followed by the utilisation and aftercare phase. Here it is important to support the customer and obtain feedback. An example: An electronics manufacturer sends out a survey after the purchase and offers a personal contact person. This increases customer satisfaction and the likelihood of a recommendation.
Customer journey: recognising and solving challenges
Identify pain points
Every customer journey has points at which customers become frustrated. This could be a complicated ordering process, unclear communication or a lack of customer service. Companies should regularly collect feedback and analyse the customer journey.
An example: An e-commerce company conducts a survey and learns that many customers have difficulties with returns. They optimise the process and offer free returns. The return rate increases significantly.
Another example: A bank customer complains about long waiting times on the phone. The bank relies on a chatbot and better appointment allocation. Customer satisfaction improves noticeably.
A third example: a hotel uses an app to simplify check-in. Guests can select their rooms directly and speed up the process. The ratings increase.
Customer journey: impetus for more loyalty
Personalisation and omnichannel experience
Today's customers expect a seamless experience across all channels. This means that communication on the website, social media and in customer service must be consistent. Companies should use customer data to make personalised offers.
For example, a fashion retailer uses customer data to send personalised recommendations. Customers feel understood and buy more often.
Another example: An insurance company synchronises communication via email, telephone and app. Customers can view the status of their enquiry at any time. Satisfaction increases.
A third example: a restaurant offers an app that customers can use to make reservations and place orders directly. The order is forwarded to the right branch. Waiting times are reduced.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A medium-sized company from the service industry used special software to collect and analyse customer data. This enabled them to map the customer journey and implement targeted improvements. Customer satisfaction rose and the number of recommendations increased significantly. Employees received training to implement the new processes. The result was a noticeable increase in customer loyalty and sales.
My analysis
The customer journey is crucial to the success of a company. It shows where customers are delighted and where there is still room for improvement. Companies that actively shape the customer journey win back customers' hearts. Transruption coaching helps to set the right impulses and achieve sustainable improvements. Clients often report that they need support precisely where expectations are not being met. Consciously shaping the customer journey is the key to greater satisfaction and loyalty.
Further links from the text above:
Customer experience strategy and customer journey
Customer experience optimisation and customer journey
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