gateB AG

From customer life cycle to customer journey mapping

The perfect customer experience for the greatest possible yield

These days, customer journeys are as diverse as the customers themselves. It's difficult to generalize. As a result, it's often not easy to implement workable customer journeys with creatively devised, accurate “personas.” Even so, these personas are essential for the customer experience.

Implementing customer journeys requires consistent thinking from the customer's point of view, i.e. “outside-in.” This is important, of course. 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.

With which topics does the customer engage? Where did he click? How many times has she 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 behavior. Strong customer journey management enables you to give your customer a relevant response while achieving company targets.

«Not offering the customer what he desires could be considered an affront in our age.»

— Robert Schumacher, Director of Business Development at gateB

The context always has to be taken into consideration. The use of a premium calculator for an existing customer, for example, 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. Then, this part of the journey needs to be perfectly elaborated. For example, if the customer is at the shopping basket stage, the drop-out rate should be low. Or when the customer has not finished completing a feedback form, we have to help her to do it anyway.

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

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Guide

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Read our guide to learn how to create the perfect customer experience by overcoming the traditional customer lifecycle and replacing it with a customer journey mapping.


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