Customer Journey Optimization

What is customer journey optimization? 

Customer journey optimization is a strategic process of connecting all customer interactions across multiple touchpoints to remove points of friction and move customers toward a desired outcome. Customer journey optimization is important as it lays the foundation for improved customer experience, sales and retention.   Benefits of customer journey optimization include: - 

• Seamless cross-channel integration 
• Improved customer satisfaction 
• Increased customer retention 
• Proactive problem resolution 

 Now that you understand the definition of customer journey optimization, let’s dig into its working process.  

How does customer journey optimization work? 

Customer journey optimization consists of two major components: - 

1. Customer assessment 
2. Customer journey mapping 

Let’s understand how they are executed step by step: - 

A. Customer assessment 

Leverage social listening tools and customer surveys to uncover insights about your customers like:  

• Who is your customer?    
• What problems are your customers experiencing? 
• How can your products and services help a customer? 
• What are your customer touchpoints? 

B. Customer journey mapping 

Customer journey mapping goes through the following process: - 

1. Define the journey’s purpose: Are we tracking an already existing customer journey map or are we making a new one?  
2. Detail every step: Break down the journey into buying stages, identifying what customers do, think and feel at each point.  
3. Analyze and assign actions: With the map laid out, identify where the journey falters and where it flourishes and optimize your actions accordingly.