Mastering the customer journey: from definition to optimization

Definition and importance of the customer journey (vs buying journey)

The customer journey refers to all the interactions and experiences that a customer has (regardless of their typology) with a brand, before, during and after the purchase. It extends well beyond the act of purchase, encompassing the key moments before and after it. The customer journey is critical to understanding your audience and improving the overall customer experience.

On the other hand, the buying journey is a component of the customer journey, which focuses on the pre-purchase process. It encapsulates the actions performed by a customer from the moment they identify a need to the purchase of the product or service.

These two terms, although linked, are thus distinguished by their scope: the customer journey is broader and includes the buying journey.

Focus on the stages of the customer journey: Discovery, consideration, purchase, loyalty, advocacy

Diagrams of the stages of the customer journey

THEdiscovery stage is the starting point of the customer journey. At this point, the customer identifies a need or problem that needs to be addressed. He turns to various sources of information to understand his situation.

Then comes theConsideration stage. The customer has become aware of their needs and is beginning to assess the various solutions available on the market. It compares offers, prices, and the quality of products or services.

THEPurchase stage intervenes when the customer has chosen the solution that best meets his needs. He then purchases the product or service.

After the purchase, we enter theLoyalty stage. It is a phase where the company must ensure that the customer is happy with their purchase and with their overall experience. A good experience can lead to customer loyalty.

Finally, theAdvocacy stage occurs when the customer is so satisfied that they become an ambassador for the brand, recommending it to those around them. It's the final stage of the customer journey.

Common customer journey issues and challenges

However, the customer journey is not without challenges, especially when it comes to digital technology. Businesses may encounter issues such as: mobile negligence where the customer journey on mobile devices is less optimized than on desktop computers.

Les generic courses can also be a problem because they do not take into account the specific needs of each customer. In addition, the data gaps can prevent a business from fully understanding customer behavior. Finally, the departmental silos can hinder a unified view of the customer journey, making it difficult to implement effective optimization strategies.

Mapping and analysis

Why and how do you map the customer journey?

La customer journey mapping is a powerful tool for visualizing and understanding the interactions between the customer and a brand. It makes it possible to identify contact points, to assess the customer experience and to anticipate their expectations. Mapping the customer journey offers a customer perspective, highlighting possible areas for improvement, especially in terms of acquisition strategy.

To map the customer journey, it is necessary to describe and assess each stage, from the customer's perspective. This requires a customer-centric approach, involving the collection and analysis of accurate data on customer behaviors, emotions, and motivations. It is interesting from the point of view of marketing statistics.

There are several recommended tools for mapping the customer journey. SuiteCX of QuestionPro is recognized for its ease of use and flexibility. It's important to choose a tool that fits your specific needs, goals, and budget.

Customer journey analysis : methodology for collecting information and interpreting data

For the analysis of the customer journey, data collection can be done through surveys, the observation of behavior on the website (in fact, we wrote an article on The tagging plan if you want to go further), listening to social networks, or examining interactions with customer service. This data can be qualitative, providing an understanding of customers' motivations and emotions, or quantitative, allowing a more objective analysis of the journey.

Once the data is collected, it needs to be analyzed. The aim is to identify the key touchpoints, the moments of truth where the customer experience can be improved. This analysis may require the use of statistical techniques and data analysis tools.

Finally, data interpretation aims to transform insights into concrete actions to improvecustomer experience. This step may involve changing internal processes, training staff, adjusting marketing communications, or redesign of the website.

Measuring and analyzing the performance of the customer journey

To measure and analyze the performance of the customer journey, you need to follow key performance indicators (KPIs). These KPIs can include the number of visits to the site, interactions on social networks, or even the growth of brand awareness.

Analysis tools like Google Analytics or Hotjar can help you collect this data. The objective is to identify the strengths and weaknesses of your customer journey in order to optimize the user experience.

It is also interesting to gather feedback from your customers, for example through satisfaction surveys. Analyzing this feedback can help you understand why some customers abandon their journey, and find ways to improve their experience.

In short, measuring and analyzing the performance of the customer journey is essential to adjust and improve your commercial strategy.

Best practices and examples

How do you design a customer journey?

Les customer journey diagrams are graphical representations of the various stages that a customer goes through when interacting with a business. They offer a clear visualization of the customer journey, making it easier to understand and analyze them.

To draw effective diagrams, it is crucial to clearly define the different steps, from discovery to purchase and up to loyalty. Each step should include the relevant touchpoints and reflect the customer's emotions and expectations at that specific moment.

It is also essential to identify the key moments when the customer is making important decisions, called “moments of truth.”

In addition, exogenous variables that can influence the course must be taken into account, such as market trends or competitive actions.

In terms of visual examples, diagrams can take a variety of forms: from simple linear arrows to more complex diagrams with loops and branches. The choice of format depends on the complexity of the course and the preferences of the team.

Finally, using a customer journey model can be a useful starting point for drawing your own blueprint.

Examples of omnichannel customer journeys

Omnichannel is disrupting the traditional customer journey by offering a fluid and consistent customer experience across multiple channels. To illustrate this, let's take the example of Leroy Merlin. This DIY giant has mastered omnichannel by allowing its customers to get information online, test products in stores and finalize their purchases on one or other of these platforms. Another notable example is that ofYves Rocher. This brand has succeeded in combining its 680 stores with its 23 websites, centralizing all its offers on the same e-commerce platform.

An omnichannel customer journey diagram could look like this:

1. Discovery: The customer sees an ad on social networks.
2. Search: It can be found out on the brand's website.
3. Test: He goes to the store to try on the item.
4. Purchase: He buys the item online or in store.
5. After-sales service: He contacts customer service via online chat or telephone.

This diagram shows how different channels can be integrated to provide a seamless and frictionless customer experience. It should be noted that this journey may vary according to the specificities of each company and the preferences of the customer.

Ethical practices in the customer journey

Les ethical practices are increasingly important in the customer journey. They contribute to establishing a relationship of trust and respect for customers. Here are some examples of ethical practices:

• Transparency : Provide clear and accurate information about products and services. Any type of misleading advertising should be avoided.
• Protection of personal data : Respect the confidentiality of customer information and use this data in a responsible manner.
• Business practices : Avoid unfair or deceptive practices, such as hidden prices or complex sales conditions.
• Social responsibility : Take into account the environmental and social impact of the company, and communicate on the actions taken to reduce it.
• Quality customer service : Ensure a responsive and respectful customer relationship service, capable of dealing effectively with requests and complaints.

These ethical practices need to be integrated into all stages of the customer journey to ensure a positive and responsible customer experience.

Optimization strategies

How to analyze the customer journey and then improve it?

To analyze the customer journey, it is essential to identify key touchpoints, assess customer satisfaction at these stages, and understand the possible obstacles encountered. Use tools such as satisfaction surveys, Net Promoter Score (NPS) or behavioral data analysis.

Improving the customer journey requires a proactive approach. Identify the stages where customers struggle or abandon their journey. Then, determine areas for improvement to make each interaction more fluid and satisfying. This may involve improving communication, resolving customer irritants, or optimizing the shopping experience.

• Identify key touchpoints
• Evaluate customer satisfaction
• Understand the obstacles encountered
• Define areas for improvement
• Improving communication
• Solving customer irritants
• Optimizing the shopping experience

Also, remember that improving the customer journey is an ongoing process that requires regular evaluation and adjustments based on customer feedback and market developments.

Adapting the customer journey to digital realities

The digital age has reshaped customer journeys, requiring you to adapt your approach. One digital customer journey well-designed ensures a smooth and satisfying user experience. Here are some tips for optimizing your online interactions:

• Simplicity : Facilitate navigation on your website or mobile application. Well-organized content and intuitive design help customers find what they're looking for quickly.
• Personalization : Use customer data to provide a personalized experience. Recommendations based on purchase history or preferences can increase engagement.
• Responsiveness : Ensure fast and effective customer support. Live chat or email support options can resolve issues in real time.
• Quality content : Provide accurate and useful information about your products or services. Detailed descriptions, customer reviews, and FAQs can help with decision making.
• Mobile optimization : Make sure your platform is easily navigable on mobile devices. A large proportion of customers search and make purchases on smartphones and tablets.

Every digital interaction is an opportunity to strengthen your customer relationship.

Example of a digital customer journey

To illustrate an optimized digital customer journey, let's take the example of a consumer wanting to buy a new pair of running shoes on an online sales site.

• Discovery: The user discovers the brand via a advertising on social networks. It clicks and lands on the website.
• Research: The user navigates the site, uses the filter to select its size and consults customer reviews.
• Consideration: After comparing several models, the user adds his favorite pair to the basket but decides not to finalize the purchase immediately.
• Retargeting : The brand sends an email recalling the items left in the basket. The user returns to the site to finalize the purchase.
• Purchase: The user buys the pair of shoes and receives a purchase confirmation by email.
• Satisfaction: After receiving and testing the shoes, the user is satisfied and leaves a positive review on the site.
• Loyalty: The brand regularly sends emails with personalized offers encouraging the user to make new purchases.

This digital customer journey reflects a customer-centric strategy, where each interaction is designed to meet the specific needs of the consumer and optimize their user experience.

‍Customer journey analysis allows you to map interactions with your brand, but it doesn't always answer the fundamental question: why are your customers actually buying your product or service? To deepen this dimension and access a higher level of customer understanding, other methodologies such as”Jobs to be done“can effectively complement your approach.

In conclusion, mastering the customer journey is essential for any brand that wants to stand out in a competitive environment.

By understanding each step, from discovery to advocacy, and by using effective mapping tools, businesses can not only meet but anticipate the needs of their customers, thereby building loyalty and turning customers into true brand ambassadors. Adopting a customer-centric approach is not only a strategy, but a necessity in today's digital world.