Customer Journey Optimization
Optimizing moments that matter to sell more
Why care about Customer Journey Optimization
Most companies seek to optimize the customer experience across their digital properties (website, social media, television advertisement, blog, mobile, call centers, etc) but few do it in a repeatable way that maximizes return on investment. Why?
Because, despite the fact they are part of the brand experience they are oftenly used in isolation.
Marketing efforts such as funnels are sufficient when you want a quick health check on how your product’s interest is turning leads into sales, but the sales journey is not linear. The journey is made up of starts and fits and varying interactions across different channels that shift consumer desires and intents.
What truly matters for your customer is the cumulative effect of the end-to-end experience of dealing with your brand. There’s no point in having a great checkout experience if search and find the right information on your website is just impossible because the content in not organized and conveyed in a way that makes sense for customer.
Your customers don’t see your individual touchpoints in isolation. They see the total experience you give them as a whole, which is an aggregation of multiple interactions across multiple channels . That’s why Customer Journey Optimization is so important.
Customer Journey Optimization accounts for all touchpoints of customer interaction and works to optimise them across the entire lifecycle.
Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to customer retention rate of 33% for companies with weak omnichannel customer engagement (invesp)
Making your customer experience personal, seamless and relevant is the new battleground. New research shows that for the majority of your customers, this is now a table-stakes expectation and over 50% of them will happily walk away to another brand if you fail to tailor their experience.
HOW WE CAN HELP YOU
Optimize your Customer Journey in 8 steps
Linking customer needs & value drivers to your internal initiative and kpis
To identify your customers behaviour, we help you understand first how customer journeys actually run and what your customer value drivers are per touchpoint. We then help you identify the optimal touchpoints. This is done through:
- Mapping of your customer KPI’s with operational KPI’s
- Identification of business processes behind the customer journey’s
1
Replot current customer journeys and experiences based on fact-based insights.
Have customers actually followed the designed customer journeys? Where did they deviate? What does this mean and what should we change to facilitate them along the desired journey?
5
Linking customer needs & value drivers to your internal initiative and kpis
We help you combine the mapping of your customer channel touchpoints with your back-end system processes in a unique way. This leads to fact based monitoring of customer segments through the actual customer journeys. This results in clear and supported insights in improvement potential around efficiency, effectiveness and compliance with the underlying root causes through the whole customer journey.
2
Linking customer needs & value drivers to your internal initiative and kpis
Optimizing customer experience is the ideal moment to shape new service offerings and to ideate upon new service opportunities that will help provide the desired experience. Assessing opportunities and new services / offerings requires the supporting digital capabilities to be in place (are the needed technologies, people, processes and organizational aspects in place to provide the experience designed?).
6
Linking customer needs & value drivers to your internal initiative and kpis
Through Customer Journey analysis, we help you identify fact based how your customers are actually “traveling” through your channels and how they have interacted during their touchpoints within their journey. Combined with fact-based insights from underlying business processes, you will be able to continuously improve the customer journeys and reach the optimal balance between customer satisfaction and process efficiency.
3
Linking customer needs & value drivers to your internal initiative and kpis
Prioritize channels and touchpoints for ‘Customer First’ success. What capabilities do you need to have in place to be able to deliver our ideal customer journey?
7
Linking customer needs & value drivers to your internal initiative and kpis
a.Personas review – Based on factual data, the existing customer persona and segmentation will be reviewed, completed, corrected and optimized where needed.
b.Design target customer experience – Based on the customer persona and segment analysis the experience model will be reviewed completed, corrected and optimized where needed.
4
Linking customer needs & value drivers to your internal initiative and kpis
A quantified and prioritized improvement agenda should be the basis for your improvement roadmap. Continuous monitoring of customer journeys transforms process improvement efforts from “gut feel” to “fact based”, resulting in less resistance and more control over value realization.
8
Linking customer needs & value drivers to your internal initiative and kpis
To identify your customers behaviour, we help you understand first how customer journeys actually run and what your customer value drivers are per touchpoint. We then help you identify the optimal touchpoints. This is done through:
- Mapping of your customer KPI’s with operational KPI’s
- Identification of business processes behind the customer journey’s
1
Linking customer needs & value drivers to your internal initiative and kpis
We help you combine the mapping of your customer channel touchpoints with your back-end system processes in a unique way. This leads to fact based monitoring of customer segments through the actual customer journeys. This results in clear and supported insights in improvement potential around efficiency, effectiveness and compliance with the underlying root causes through the whole customer journey.
2
Replot current customer journeys and experiences based on fact-based insights.
Have customers actually followed the designed customer journeys? Where did they deviate? What does this mean and what should we change to facilitate them along the desired journey?
5
Linking customer needs & value drivers to your internal initiative and kpis
Through Customer Journey analysis, we help you identify fact based how your customers are actually “traveling” through your channels and how they have interacted during their touchpoints within their journey. Combined with fact-based insights from underlying business processes, you will be able to continuously improve the customer journeys and reach the optimal balance between customer satisfaction and process efficiency.
3
Linking customer needs & value drivers to your internal initiative and kpis
a.Personas review – Based on factual data, the existing customer persona and segmentation will be reviewed, completed, corrected and optimized where needed.
b.Design target customer experience – Based on the customer persona and segment analysis the experience model will be reviewed completed, corrected and optimized where needed.
4
Replot current customer journeys and experiences based on fact-based insights.
Have customers actually followed the designed customer journeys? Where did they deviate? What does this mean and what should we change to facilitate them along the desired journey?
5
Linking customer needs & value drivers to your internal initiative and kpis
Optimizing customer experience is the ideal moment to shape new service offerings and to ideate upon new service opportunities that will help provide the desired experience. Assessing opportunities and new services / offerings requires the supporting digital capabilities to be in place (are the needed technologies, people, processes and organizational aspects in place to provide the experience designed?).
6
Linking customer needs & value drivers to your internal initiative and kpis
Prioritize channels and touchpoints for ‘Customer First’ success. What capabilities do you need to have in place to be able to deliver our ideal customer journey?
7
Linking customer needs & value drivers to your internal initiative and kpis
A quantified and prioritized improvement agenda should be the basis for your improvement roadmap. Continuous monitoring of customer journeys transforms process improvement efforts from “gut feel” to “fact based”, resulting in less resistance and more control over value realization.
8
More case studies about Customer Journey Optimisation
Some of the cool kids we helped being more successful
