Optimising the importance of the customer journey for decision-makers
Many decision-makers focus on optimising the customer journey because it has a direct influence on the success of a company. This includes taking a holistic view of the customer journey from initial contact to the after-sales process and making targeted improvements. Customers often report that they want a consistent, smooth experience and a customised service. It is important to understand these expectations and provide customised support.
Optimise systematic analysis and planning of the customer journey
The first step in optimising the customer journey begins with detailed analysis and planning. Decision-makers record the entire process, from initial attention to customer loyalty. In doing so, they identify important contact points and recognise weak points. This systematic approach creates a basis for developing strategies that improve the customer experience and increase success.
Certain industry companies create comprehensive customer journey maps. Specific customer needs are identified for each phase and compared with existing offers.
BEST PRACTICE at company XYZ (name changed due to NDA contract) In a medium-sized service company, the customer journey was mapped and revealed that many prospective customers were dropping out during the transition from information search to the purchasing process. With targeted training of the sales team and a clearer web structure, these interruptions were reduced, which sustainably improved the completion rate.
In practice, it is important to create personas in addition to the journey itself. These help to better understand the target group and fulfil their expectations at the respective touchpoints.
Personalisation and experience enhancement as success factors
Decision-makers who want to optimise the customer journey are therefore increasingly focusing on personalisation. This means that they personalise interactions according to the needs and preferences of their customers. Clients often report that personalised offers increase customer satisfaction and thus strengthen loyalty.
In the retail sector, for example, individualised product recommendations are made on the basis of user data, while in the B2B sector, customised consultations strengthen trust.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A provider in the technology sector developed personalised newsletter campaigns that were precisely tailored to the different industries of their customers. The open rates increased significantly, which was also reflected in higher interest in follow-up products.
Continuous optimisation and use of data
The customer journey is not static. Customer needs change and therefore the strategy for optimising the customer journey must also be continuously developed. Decision-makers who rely on data analysis and feedback recognise trends and can make adjustments at an early stage. Potential for optimisation often only becomes apparent during ongoing operations.
In the automotive industry, for example, companies use extensive data to improve service experiences before and after the purchase and to make the entire journey more efficient.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A medium-sized service provider implemented a dashboard that analyses customer feedback in real time. This enabled them to identify weak points in the contact process and take direct countermeasures.
The role of digitalisation and automation
The customer journey is increasingly being optimised digitally. Automated processes and smart tools reduce the workload of employees while improving the speed of response to customer enquiries. Decision-makers benefit from clear processes and the user experience is enhanced at the same time.
In practice, automated appointment scheduling or chatbots, for example, can make initial customer contact more efficient.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A service company introduced a chatbot in customer service that answers simple enquiries around the clock. This noticeably relieved the team and reduced waiting times for customers.
My analysis
Today, optimising the customer journey is a key lever for decision-makers who want to sustainably increase their company's success. The combination of in-depth analysis, personalisation, continuous adaptation and the use of technology creates valuable customer experiences. It is important to make the journey transparent from the customer's perspective and to constantly scrutinise it. Transruption coaching often accompanies these processes by providing impetus and supporting prioritisation - without simple promises, but with a clear focus on practice and impact.
Further links from the text above:
[1] Effective tactics to optimise the customer journey
[4] Understanding the customer journey: How companies optimally accompany customers
[5] What is the customer journey and what does it have to do with SEO?
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