Optimized customer approach in the customer journey

Successfully motivating a potential customer from initial contact through to purchase and repurchase requires conscious management of the customer journey and is crucial for the long-term success of any company. In the digital age, customers are more demanding than ever and expect personalized experiences. For this reason, customer experience management (CEM) is becoming more and more important.

In this article, we take a look at how we can achieve an efficient customer approach through the targeted analysis and optimization of activation variables at each touchpoint and thereby increase the marketing ROI. A cross-functional perspective is essential, because in most manufacturing or retail companies, a wide variety of functions are directly or indirectly involved in the contact with customers and consumers.

The importance of customer experience management

Touchpoints are the points of contact between a company and its customers, whereby the company can approach the customer more or less actively or personally via different channels. The successful continuation of customer interaction (conversion rate) along the customer journey always requires an effective activation (call-to-action) at the respective touchpoints. A wide range of marketing and sales campaigns are available for this purpose, but they often require high-cost investments and usually have no or only little impact on a positive purchase decision, leading to a weakening of the company's profitability.

We often observe that numerous competitors in an industry have been able to identify relevant touchpoints along the customer journey, but then play on these with largely similar activations and, above all, with proportionally similarly distributed investments, so that they are only slightly differentiated in the competitive environment.

How do we proceed?

1. Customer journey analysis

Do you understand how your customers interact with your touchpoints? Using modern analysis tools and models, we can capture patterns and behaviors and track the conversion rate of your current measures along the entire customer journey and evaluate their efficiency by allocating costs and margins.

2. Optimization of the customer approach

Efficiency in customer targeting is essential to minimize scatter loss and maximize marketing ROI. We therefore apply various approaches in parallel to optimize the available budgets:  

• Target group segmentation - targeted segmentation can make marketing measures more specific and effective. We help you to analyze your target groups and select suitable channels
• Advertising and promotion efficiency - regular evaluations provide valuable insights into their success and reveal optimization potential.
• Differentiation from the competition - in a highly competitive market, it is crucial to use unique customer experiences to separate yourself from the competition and to invest “wisely” in these experiences, i.e. to maximize the conversion rate.

3. Developing the customer journey strategy

In a dynamic market environment, it is important that companies continuously optimize their customer journey and identify gaps in their customer approach. With the right strategies for activating touchpoints, you can create a more efficient and effective customer approach.

We are available for in-depth discussions and to present our methodology.