Last updated: October 2024
Learn about customer journey optimisation, what a customer journey map is, and how to optimise these journeys to ensure seamless and efficient customer experiences.
Customers expect seamless, personalised experiences at every stage of their journey with a brand. And this matters, as 89% of consumers are more likely to make another purchase after a positive customer service experience according to Salesforce.
Whether they’re engaging via phone, email, social media, or chat, they demand quick resolutions, relevant information, and consistent communication. For contact centres, this presents both a challenge and an opportunity: how do you create a customer journey that not only meets but exceeds expectations? And what exactly is a customer journey in the contact centre?
Let’s explore what a customer journey is, the benefits of customer journey optimisation, and how contact centres can use technology to enable seamless experiences.
What is a customer journey?
In simple terms, the customer journey is the complete path a customer takes when interacting with your brand, from the initial awareness of a product or service to their final purchase and beyond. It covers every touchpoint and interaction a customer has with a company, including their emotions, thoughts and actions at each stage. Essentially, it’s a map of the customer’s entire experience with your brand.
Getting a clear picture of the customer journey is key to understanding what your customers need and how they feel at each stage. By analysing the customer journey, businesses can gain insights into their customers’ needs, preferences, and pain points, allowing them to tailor their strategies for better engagement and satisfaction. This insight helps you create better experiences and build stronger connections.
"Good customer experience results in 3x returns to shareholders, according to McKinsey"
The stages of the customer journey
- Awareness: At this stage, potential customers become aware of your brand, product, or service. The aim here is to grab their attention and make sure they know what you offer.
- Consideration: Once customers know about you, they enter the consideration stage. Here, they start comparing your product or service with others. They’re looking at features, benefits, prices, and reviews to figure out if your offering is the right fit for them.
- Decision: At the decision stage, customers are ready to make a choice. They’ve gathered all the info they need and are deciding whether to go with you or a competitor. This is a critical moment for conversion, so it’s important to have strategies in place to help seal the deal.
- Post-purchase: The journey doesn’t end with a purchase. In the post-purchase stage, customers experience your product or service and form opinions based on their satisfaction. This is your chance to turn a one-time buyer into a loyal customer and get them to spread the word about you.
- Loyalty and advocacy: In the final stage, happy customers can become your biggest advocates. They’ll share their positive experiences with others, boosting your brand’s reputation and potentially bringing in new customers.
What is customer journey optimisation?
Customer journey optimisation is all about fine-tuning and enhancing every step of the customer journey to ensure a seamless and enjoyable experience. Customer journey optimisation involves analysing and improving the interactions and touchpoints customers encounter from their first awareness of your brand to their post-purchase experiences. The goal is to make every stage of the journey as smooth, engaging, and effective as possible. And this matters, in fact, according to Salesforce, 88% of customers say that the experience a company provides is as important as products or services.
What is customer journey optimisation in the contact centre?
Customer journey optimisation in the contact centre is about enhancing every interaction and touchpoint that a customer has with your support team. It involves refining processes, leveraging technology, and employing best practices to ensure that each stage of the customer’s journey through your contact centre is smooth, efficient, and satisfying.
The importance of customer journey optimisation
Contact centres and organisations need to go beyond just meeting customer expectations—they need to exceed them. The importance of customer journey optimisation lies in its ability to provide a comprehensive understanding of your customers’ needs and behaviours. By continuously refining and improving the journey, you ensure that your brand remains relevant, engaging, and responsive to customer needs.
6 benefits of optimising the customer journey
Optimising the customer journey can have a profound impact on your business. Here’s why it’s so important:
Improved customer satisfaction: By focusing on customer journey optimisation, you can address pain points and optimise interactions, leading to a more satisfying experience. When customers find it easy and enjoyable to engage with your brand, they’re more likely to be happy with their overall experience. This matters, as 73% of people admit customer experience is an essential factor in their purchasing decisions, according to PWC.
Increased conversions: A well-optimised customer journey makes it easier for customers to move from one stage to the next, ultimately leading to more conversions. By removing friction and ensuring that each touchpoint is effective, you can guide customers smoothly through their decision-making process, increasing the likelihood of turning prospects into loyal customers. In fact, customer spending increases up to 140% following a positive experience, according to Deloitte.
improved customer loyalty: When you deliver a great experience at every stage of the customer journey, you build trust and loyalty. In fact, Organisations that prioritise offering great CX reported a 92% increase in loyal customers, according to Dimension Data. Satisfied customers are more likely to return for repeat purchases and advocate for your brand, which can lead to long-term business success.
Better personalisation: Optimising the customer journey allows you to gather and analyse data on customer behaviour and preferences. This insight enables you to tailor your communications and offerings to individual needs, providing a more personalised experience that resonates with your audience. And, according to McKinsey, 80% of consumers are more likely to make a purchase when brands offer personalised experiences.
Increased efficiency: By streamlining the customer journey, you can identify and eliminate inefficiencies in your processes. This not only improves the customer experience but also improves your operational efficiency, reducing costs and saving time.
Stronger competitive advantage: Companies that excel in customer journey optimisation often stand out from the competition. By offering a superior experience, you can differentiate your brand and attract customers who value a seamless, enjoyable interaction with their chosen brands.
Overall, customer journey optimisation is key to enhancing customer satisfaction, increasing conversions, and building long-term loyalty. It’s about making every interaction count and creating an experience that keeps customers coming back.
What is a customer journey map?.
A customer journey map is – as the name suggests – a visual representation that outlines the complete journey a customer takes when interacting with your brand. It captures each stage of the journey, from initial awareness to post-purchase experiences, and illustrates how customers interact with various touchpoints along the way. Essentially, it’s a tool that helps you understand and visualise the customer experience, making it easier to identify areas for improvement and optimisation.
To create an effective customer journey map, you need to include several key components. Here’s a breakdown of the essential elements:
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- Touchpoints: Touchpoints are the various points of interaction between the customer and your brand. These can include anything from website visits and social media interactions to phone calls and in-store experiences. Mapping out touchpoints helps you understand where and how customers engage with your brand, allowing you to optimise each interaction for a better overall experience.
- Pain points: Pain points are the obstacles or frustrations that customers encounter during their journey. These might include difficulties with navigation, long wait times, or confusing processes. Identifying and addressing pain points is crucial for improving the customer experience and ensuring a smoother, more enjoyable journey.
- Customer emotions: Understanding customer emotions at each stage of the journey is essential for creating a more empathetic and engaging experience. Mapping customer emotions helps you gauge how customers feel during different touchpoints and identify areas where you can improve satisfaction. This insight allows you to address negative feelings and reinforce positive ones.
- Customer actions: Customer actions refer to the steps or behaviours customers take throughout their journey. This might include researching products, making a purchase, or seeking support. By tracking these actions, you can gain insight into customer behaviour and tailor your strategies to better meet their needs.
- Channels: Channels are the platforms or mediums through which customers interact with your brand. These can include digital channels like websites and social media, as well as offline channels such as physical stores and customer service centres.
To deliver exceptional customer experiences and drive efficiency, it’s essential to implement best practices and refine strategies at each stage of the journey. Here are some actionable tips and best practices for customer journey optimisation in the contact centre:
Map out the customer journey & address pain points
Start by creating a detailed customer journey map (as described above). This visual representation will help you understand each touchpoint and interaction customers have with your contact centre. Next, identify and address your customer's pain points. This involves analysing customer feedback and performance metrics to pinpoint areas where customers face challenges or frustrations.
optimise customer touchpoints
Customers often interact with contact centres through various channels, such as phone, email, chat, and social media. Optimising the customer journey involves creating a seamless omnichannel experience where interactions are integrated and consistent, regardless of the channel used. It involves refining routing systems, reducing wait times, and simplifying processes to make each interaction as efficient as possible. And this matters, in fact, companies with strong omnichannel customer engagement retain 89% of their customers, compared to 33% for those with weak omnichannel strategies, according to Aberdeen Group.
Leverage technology wisely
Advanced technology plays a significant role in optimising the customer journey. Tools like omnichannel contact centre platforms, CRM systems and AI-powered chatbots help manage and analyse customer interactions, predict needs, and provide timely support. Implementing these technologies ensures that customers receive consistent and high-quality service across all touchpoints. We'll cover some examples of CX technology further below.
Personalise customer interactions
Personalisation is key to creating memorable customer experiences. In fact, Personalisation typically drives a 10-15% revenue lift for brands, according to McKinsey. By using data and insights, contact centres can tailor interactions to the individual needs of each customer. This might involve referencing previous interactions, recognising customer preferences, and providing customised solutions that improve the overall experience.
Train and empower agents
Well-trained agents are essential for delivering excellent customer service. Providing agents with the tools, resources, and knowledge they need to perform effectively ensures that they can handle customer queries efficiently and professionally. In fact, according to ICMI, agents who receive thorough training can handle customer queries up to 20% faster than those with insufficient training, ultimately reducing average handling time (AHT) and increasing efficiency and customer satisfaction.
Monitor and analyse performance
Continuous monitoring and analysis of performance metrics are vital for ongoing optimisation. By tracking key performance indicators such as first-call resolution rates, average handling times, and customer satisfaction scores, contact centres can identify trends, measure success, and make data-driven improvements.
Ensure consistency across channels
Consistency is the backbone of a seamless customer experience. In fact, 90% of consumers expect a consistent brand experience regardless of purchase channel or device, according to Capitalone. Ensuring consistency means delivering a unified message and experience across all these touchpoints, so customers feel that they are interacting with a cohesive brand rather than disconnected departments. Start with consistent branding and messaging. Every interaction, regardless of the channel, should reflect your brand's tone, values, and promises. Beyond messaging, it’s also vital to preserve context throughout the customer journey. Agents should have access to the complete history of each customer's interaction, regardless of which channel was used previously.
Bonus tip: Learn more about customer journey optimisation in our blog post "How to master customer journey optimisation for better customer support".
The role of technology for seamless CX
Ensuring seamless customer journeys is about having the right tools and processes in place. Yet, many contact centres are still constrained by on-premises or legacy systems, which limit their ability to deliver smooth, efficient experiences—for both customers and their teams. These outdated systems struggle to meet the demands of today’s complex, multi-channel customer interactions.
As customer expectations rise and communication channels proliferate, traditional systems fall short. Contact centres must now manage higher volumes of queries across platforms like social media, chat, email, and phone, which requires robust, flexible solutions that can optimise the entire customer journey.
Investing in omnichannel cloud-based contact centre solutions.
One of the most effective ways to overcome the limitations of legacy systems is by investing in a cloud-based contact centre solution. These modern platforms bring several advantages, including the unification of various tools and systems into a single, optimised solution. This allows contact centre teams to access critical customer information and insights all in one place, removing the need for agents to switch between multiple systems to answer queries or resolve issues.
Additionally, these contact centre solutions offer omnichannel capabilities, enabling organisations to deliver seamless customer support across channels. Omnichannel contact centre platforms are designed to unify all communication channels—whether it’s phone, email, chat, social media, or messaging apps—into one centralised system. This allows contact centres to provide a consistent and continuous experience across all touchpoints.
For example, if a customer starts a conversation via chat but later needs to follow up by phone, an omnichannel platform ensures that the agent handling the call has access to the full history of the interaction. This continuity not only saves the customer from the frustration of repeating themselves but also empowers agents to deliver faster, more informed responses.
Scalability and flexibility to meet modern needs.
A major advantage of cloud-based contact centres is their scalability and flexibility. As customer demands evolve, cloud solutions can easily adapt and scale up to handle increased volumes of interactions or the addition of new channels. This is crucial for contact centres aiming to keep up with the fast pace of digital transformation.
Moreover, cloud-based platforms are often equipped with AI-powered tools, such as chatbots, automation, and real-time analytics, that further optimise the customer journey. These technologies can predict customer needs, offer personalised assistance, and automate routine tasks, freeing up agents to focus on more complex interactions. By integrating AI and automation, contact centres can deliver faster, more accurate service while streamlining internal workflows.
Choosing the right technology partner.
Finally, selecting the right contact centre technology partner is key to making the most of these benefits. The ideal vendor will not only offer a scalable, cloud-based solution but also provide tools that integrate smoothly into your existing workflows. This enables your team to work more efficiently and ensures that the transition to a new platform is smooth and impactful. With the right technology in place, contact centres can elevate customer experiences, optimise operations, and future-proof their service for the digital age.
In summary, the right technology is essential for optimising customer journeys in the contact centre. By adopting cloud-based solutions that unify systems and offer scalability, contact centres can provide seamless, personalised interactions across all channels, ultimately leading to better customer outcomes and more efficient operations.
