gateB AG

Shape optimized customer journeys

Shape customer journeys in such a way that they generate the highest revenues

These days, customer journeys are as diverse as the customers themselves. It is difficult to generalize; that is why it is often not easy to implement workable customer journeys with creatively devised “personas”. They are, however, essential, for the customer experience.

Implementing customer journeys requires consistent thinking from the customer aspect, i.e. “outside-in”. This is both correct and important. But if a company really wants to have an impact on the customer journey, it needs real journeys as a starting point. That means the individual points of a customer journey are gathered, in very fine granularity, using appropriate technology: what topics does the customer look at? Where did he click? How many times has he returned to the website within the last 48 hours? Did he begin to complete a feedback form and then abandon it? All of these provide fact-based insights into actual customer behaviour. Giving a relevant response to the customer while achieving company targets is the aim of customer journey management.

«Not to offer the customer what he desires, could be considered as an affront in our age.»

— Robert Schumacher, Director Business Development

The context always has to be taken into consideration: the use of a premium calculator for an existing customer is a different journey from that of a new unknown customer and requires a different response, sometimes in real time.

A “mini journeys” approach is often used to determine feasibility. During the long course of a customer journey the critical points (“moments of truth”) have to be identified and then this part of the journey perfectly elaborated. For example, if the customer is at the shopping basket stage, the drop-out rate should be low; when the customer has not finished completing a feedback form, we have to help him to do it anyway.

When a company manages this, not only do they minimize obstacles for the customer in doing what he wants, but also demonstrably increase conversion rates, thus contributing to company success.

The Magic of Data Science in Marketing
Die Magie von Data Science im Marketing

The Magic of Data Science in Marketing

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