Customer journey optimisation: a priority for marketers in 2020

As the business becomes more digital, companies must align their goals with those of their customers. Successful companies become customer-centric, deriving sustainable recurring value for both themselves and their customers. Value creation depends on understanding the customer at every stage of their product journey.

The importance of the customer experience

First of all, it seems necessary to mention the importance of the personalised experience and, more precisely, the customer journey. Optimising the customer journey is simply taking a closer look at each step a prospect or customer takes to make a conversion. Then you work with your team to understand how you can provide the best possible experience for your customers at each stage.

What makes this important is that it only takes one misstep to lose a customer, especially when you consider that 67% of customers mention bad experiences as a reason to leave. Furthermore, organisations that invest in a customer journey optimisation strategy retain 89% of customers, compared to only 33% for those that do not.

What is customer journey optimisation?

Digital marketers need to keep the customer journey and customer experience in mind like never before to succeed in their advertising efforts. From the first time a customer hears about your company to the moment they become a customer, there are an almost unlimited number of variables that influence their behaviour. This period is often referred to as the customer journey, and while not everything is under your control, there are steps you can take to drive engagement along the way. This is what customer journey optimisation is all about and it can take your business to the next level.

Customer journey optimisation can be defined as a process of connecting and mapping customer interactions, across multiple touchpoints, to drive or influence the overall experience.

How do you optimise the customer journey?

It seems clear that focusing on the customer experience is the best possible strategy to keep customers along the journey and beyond. In this context, the question is: what can be done to improve this? 

How do you optimise the customer journey?

It seems clear that focusing on the customer experience is the best possible strategy to keep customers along the journey and beyond. In this context, the question is: what can be done to improve this?

First, it is necessary to map and review the customer journey, to give you a good benchmark against which to measure future efforts. Once these efforts and the customer journey are outlined, it’s time to gather customer feedback, to see if your ideas match theirs, by interacting directly with your customers through various channels. Then, the next step in the customer journey optimisation process is to determine how to deliver the best possible experience at each stage of the journey to engage customers. This engagement can be achieved through different channels. Not only make the content more relevant to them, but you can also make yourself useful instead of boring.

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