VWO Logo
Request Demo

Customer Journey Management

Each customer is unique! One of the most important aspects of the business journey is interpreting the customer journey. Because client demands and tastes are constantly changing, it is crucial to take them into account along the process. For this reason, it is strongly recommended that businesses ensure that every customer they interact with has the best experience from the beginning of the journey through purchase, usage, and feedback.

What is a customer journey?

A customer journey is the full course of a customer’s engagements with a brand, from the first point of contact until the consumer performs an action and leaves. It demonstrates the pattern of ongoing market and technological development and identifies potential customer responses to these changes.

It is essential to comprehend the customer journey to predict customers’ actions at each stage and ensure they are consistent with your expectations and goals. 

A business can better manage the customer journey when it knows its consumers, where it falls short, what it is doing well, and how it can improve the customer experience throughout the customer life cycle.

The below infographic shows the various stages of a customer journey:

What is customer journey management?

Customer journey management is the process of utilizing technological advancements and behavioural orientation to enhance the customer experience. It aims to reduce consumer effort on various channels and platforms, creating a smooth experience each time a user engages with your business.

A successful customer journey management strategy should allow your company to anticipate client demands, optimize the customer experience, and integrate multichannel connections. To ensure an optimal journey, omnichannel experiences must be managed across web, mobile, voice, and social media channels.

Importance of customer journey management for businesses

The key reason for implementing customer journey management is to strengthen your company’s capacity for providing value to its clients. Customer-centric businesses use it to comprehend their client’s goals and assist them in achieving them as effectively as possible. By using this strategy, you can make sure that every engagement takes into account the specific instance of each customer’s journey.

Happy customers will bring value back to your company. The secret is to recognize the activities that are essential to attaining that value and to measure their influence on company results. 

Managing customer journeys offers you the structure to provide the solutions that consumers demand and have a significant impact on the metrics and results that count the most. There are four key ways a customer journey management program helps your business:

  1. Enhance customer experience: By managing customer journeys, you can provide exceptional, consistent experiences to your customers regardless of their goal or channel of engagement. Customer journey management is a tool used by CX professionals to measure, track, and improve customer experiences. You may discover which experiences or moments within a journey need enhancement by constantly observing journey performance. You can then rank each improvement according to how it might affect journey ratings and other CX KPIs.
  1. Expedite the digital transition: The most effective way for companies to meet the changing expectations of customers and compete in today’s rapidly changing environment is to modernize outdated processes and procedures. Customers desire simple digital experiences, thus customer journey management can minimize costly, often frustrating interactions with humans.
  1. Enhanced customer service and cost savings: Every organization’s priority is to transform internal operations and reduce expenses related to serving customers. It’s critical to understand the reasons behind consumer requests for aid from agents and the outcomes they hope to achieve. With the help of customer journey management, customer service professionals can enhance escalation administration by pinpointing the root of severe cases, figuring out how many additional customers are having similar problems, and more effectively preventing or reducing such problems to cut expenses.
  1. Multiply earnings: In today’s market, experiences, not items or services, are more likely to win customers. Using a journey management approach, marketing teams can offer cross-sells and upsells to existing customers to increase revenue. By monitoring customer journeys and incorporating journey context, marketers can deliver these deals at the right time and through the most effective channels for each customer.
  1. Identify and manage churn: Last but not least, customer journey management enables a company to monitor journeys and identify churn indicators both voluntarily and involuntarily. By examining the root causes of CX issues, and prioritizing actions to optimize these journeys, CX and marketing professionals can increase retention by understanding which journeys result in churn.

Approaches to a customer journey management

Customer journey management involves three main approaches to CX where each approach contributes to an organization’s ability to interpret, develop, and enhance client experiences. Additionally, these methods are frequently integrated to improve experience design, offer journey insights, and improve journeys. The three approaches are:

  1. Journey mapping: It is a technique to visually represent your customers’ experiences across interfaces and over some time as they attempt to accomplish a particular objective. By analyzing the customer journey, you can gain valuable insights that can be used to make your business more successful. Follow the below 7 steps to create an effective journey map:
    • Establish your goals
    • Define buyer personas
    • Determine the motivating factors and the issues
    • Draw up a buyer’s journey 
    • Make the most of your touchpoints
    • Locate your defining moments.
    • Reassess
  1. Journey analytics: It is the science of examining consumer behaviour data over time and across touchpoints to determine how customers’ actions affect business outcomes.
  2. Journey orchestration: It is a technique for making the most of each client’s complete experience to guide and customize engagements that will enhance customer satisfaction and get the desired results.

The three approaches combined with the below actions can help boost the performance of any business:

  • Journey insights: This is the statistical (qualitative & quantitative) data that helps you better understand how your consumers behave as they move towards a goal.
  • Journey optimization: It is a closed-loop strategy that leverages AI and machine learning to enhance each customer’s experience and help them accomplish their objectives more quickly.
  • Journey design: An experience map explains the actions the company will take at each step to promote customer progress toward a goal, as well as the experience a customer has as they work out a goal.

Steps to attain success with customer journey management

The business must be organized around its customers and their journeys to become a journey-centric organization. Defining success metrics, mapping those metrics to key business outcomes, and aligning roles and responsibilities is the first step toward implementing a customer journey management program. It is beneficial to follow the below steps to turn the customer journey management practice into a success:

  1. Ensure your organization is aligned around your customers’ experiences.
  2. Customer journey definition should be consistent throughout the organization.
  3. Find out what your customers care about by identifying their journeys.
  4. Identify your business and customer success metrics.
  5. Achieve business results by aligning customer goals with journey scores.

Every business aspires to provide unique, extraordinary client experiences, but many find it difficult to put the necessary elements in place to make that vision a reality. By using a customer journey management strategy, data management, journey assessment, and journey enhancement come together like pieces of a puzzle. With the help of this strategy, you may advance your CX measuring program and enhance both customer experiences and business results.