Optimising the customer journey - how to accompany customer needs in a targeted manner
Accurately accompanying the process by which your customers experience a brand or product is a decisive success factor. Companies often come to me with questions about how to improve these customer journeys. With a clear understanding of the individual phases of customer interaction, the aim is to provide impulses that provide specific support without making any non-binding promises.
Optimise the customer journey through precise analysis of important contact points
The systematic consideration of all points of contact between customers and the company enables weak points to be recognised and actively improved. The focus is not only on the entire company, but often also on individual sub-areas such as product development, marketing or customer service.
For example, a company analyses the feedback directly after the purchase to find out whether the product functions meet expectations. This allows the offer to be customised in a targeted manner. Marketing departments use insights from the customer journey to tailor campaigns and personalise the approach at different stages of the journey. This creates a closer bond and increases the efficiency of communication.
BEST PRACTICE at company XYZ (name changed due to NDA contract) The sales department used customer journey mapping to determine at which point in the purchasing process many prospective customers drop out. By customising the website and making targeted offers directly at these touchpoints, the completion rate was measurably improved. The accompanying coaching provided support in setting the right measures and implementing them in a practical manner.
Customer service also benefits from seeing the journey from the customer's perspective and recognising potential points of frustration. This allows measures to be introduced that increase satisfaction and loyalty.
Techniques and tools to optimise the customer journey
Customer journey mapping is a tried-and-tested tool. This involves visualising scenarios of how customers perceive various offers, from initial contact to post-purchase support. This includes analysing data from surveys, online analyses and feedback.
This visualisation helps to identify the individual touchpoints and address them in a targeted manner. This creates profiles for different customer types, so-called personas, whose needs and expectations are analysed in more detail. The itineraries are then outlined - including positive experiences and critical moments.
BEST PRACTICE at company XYZ (name changed due to NDA contract) The mapping enabled the company to recognise specific moments of "truth" when customers were unsure and cancelled their purchase. Following a targeted revision of online communication and service processes, many clients report a noticeable improvement in their conversion rates and longer-term customer loyalty.
Similarly, optimising the website experience can make the customer journey much more fluid. Companies use customer journey analyses to simplify navigation, for example, and to place content in a precisely tailored way, which often leads to a significant increase in interactions and sales.
More growth through continuous support and adaptation
Optimising the customer journey is not a one-off process, but an ongoing challenge. Customer behaviour, market trends and expectations are constantly changing. Companies that consciously provide support and impetus in this area utilise the opportunity to continuously improve and secure competitive advantages.
Many report that clearly structured support in the customer journey optimisation process allows them to gain more transparency, achieve better internal coordination and ultimately have a positive impact on sales. It also becomes clear how important it is to consistently take the customer journey from the customer's perspective and not just think in organisational terms.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A company from the service sector was looking for support as customer loyalty was stagnating. In a joint process, the customer journey was analysed in detail and the need for optimisation in service was identified. The coaching accompanied the implementation of specific measures to sensitise the team to common customer needs and make processes more efficient. The result: significantly higher customer satisfaction and more referral orders.
My analysis
Optimising the customer journey is a valuable tool for helping companies to systematically improve their customer experience. It is not about quick miracle solutions, but about a strategic approach that provides targeted impetus. Attentive support during the various phases of the customer journey offers multiple opportunities, from marketing to sales and service. Customer satisfaction and long-term growth benefit from this in the long term.
Further links from the text above:
[1] Understanding the customer journey: How companies optimally accompany customers
[2] Customer journey: How to achieve profitable growth
[4] Customer journey - how to optimise your customers' journey in 2025
[5] The modern approach to customer journey analysis - Medallia
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