Customer Journey Optimisation - Methods and Benefits
Updated: Feb 14
Today's consumers are no longer seeking one-time purchases, but rather want to establish lasting relationships with brands and service providers. With this change in behavior, businesses are implementing a variety of new customer engagement strategies. One of these strategies involves optimizing the customer's journey, which means understanding where your audience begins their journey with you and how you can better support them along the way. Let's examine some benefits of optimizing your customer's journey.
Benefits Of Optimizing Your Customer Journey
It is important to optimize your customer's journey for several reasons. As we have briefly mentioned above, optimizing your customer’s journey can lead to higher Net Promoter Scores, stronger customer retention, and improved sales outcomes. Furthermore, providing relevant offers, personalized recommendations, and helpful tips can increase customer engagement. Additionally, optimizing customer journeys will make it easier for customers to find what they're looking for and to make purchases. Last but not least, optimizing your customer journey can increase brand equity by engaging with them efficiently and effectively throughout their journey.
Tips To Improving Customer Journey
Now that we have discussed some of the benefits of optimizing customer journeys, here are some tips to help you get started.
1. Defining Critical Touchpoints In Your Customer Journey
The purpose of critical touchpoints in your customer’s journey is to support them on their path toward making a purchase. So what are vital touchpoints? A key touchpoint is any point in your customer’s journey where they get their first impression of your brand. There are various ways you can use critical touchpoints to support your customers. For example, if you’re an e-commerce store, your crucial touchpoint could be the product display, product information, order confirmation, or delivery.
On the other hand, if you’re a SaaS company, your key touchpoints could be the onboarding experience, customer support, or onboarding emails. What’s key to remember is that customers will never forget their first impression of your brand, so it’s essential to create memorable moments at crucial touchpoints. 51% of customers do not do business after a single poor experience, furthering the importance of critical touchpoints. To better understand critical touchpoints, it’s also a good idea to take a step back and think about how customers first interact with your brand.
2. Creating An Emotional Connection
By establishing an emotional connection with your customers, you demonstrate that you care about them and their needs. As a result, you encourage them to feel a sense of loyalty to your brand. You can achieve this emotional connection in several ways. For example, if you’re a travel-based brand, you could create emotional connections by personalizing your tour packages and including a souvenir gift with each one. Another way to make an emotional relationship with your customers is to add a human touch to your customer support interactions. Having a warm and welcoming tone when responding to customers can go a long way toward building trust and showing that you care about them.
3. Providing Transparency (Email Marketing)
Email marketing is one of the most effective ways to build your customer database. However, when you solely use email marketing, you miss an opportunity to bring your audience closer to your brand. To do this, you need to apply email marketing principles but include in-store marketing principles. For example, you can use email marketing to provide transparency by sharing the journey of your products. Another thing that you can do is to use your email marketing to create a bot-free environment in which your customers can feel comfortable sharing their thoughts and interests.
4. Establishing Security and Reliability
As a business, you want to ensure that your products are reliable, high-quality, and have good security features. Thus, it’s essential to consider how you can use these features to your advantage when optimizing the customer’s journey. For example, if you design and sell physical products, you can make sure that these products are durable, with good security features, and come with proper instructions. It will help your customers feel more confident in their purchases. By doing this, you can encourage your customers to keep using your brand by making it easy to make further purchases. You can also use this to encourage your customers to become lifetime customers.
5. Convenience in Payment Options And Automated Support
Another benefit of optimizing your customer’s journey is to offer convenience in payment options and automated support. To understand the importance of this, let’s look at the example of a SaaS company. When customers sign up for a SaaS product, they’ll have various payment options. However, when a customer hits a snag, they’ll have to take time out of their day to look for an online resource which can be a big hassle. With optimization of your customer’s journey, you can create a convenient onboarding experience for your customers. You can also use automation in your customer’s journey to resolve common issues.
Optimizing your customer's journey can result in a better customer experience, increased engagement, and ultimately more sales. In order to optimize your customer journey, you need to understand where your customers begin their journey with you and how you can help them along the way. You've learned that crucial touchpoints are where customers get their first impression of your brand. By using these touchpoints, you can create an emotional connection with them. In addition, you can personalize your tour packages and include a souvenir gift to make an emotional connection by providing transparency with your product displays, product information, order confirmations, and delivery times.