Customer journey

your complete guide to the customer journey

By the MyOverview team

4 July 2024

Reading time: 5 minutes

In a world where consumer expectations are constantly evolving, understanding and optimising the customer journey has become crucial for any company wishing to stand out from the crowd, build customer loyalty and ultimately generate profit.

What is the customer journey and why is it essential for your business? What are the different stages of the customer journey and how can you identify them? How can you improve each stage to deliver an exceptional customer experience?

Our guide to the customer journey answers all these questions and more. You’ll discover :

  • The different stages of the customer journey
  • Best practices for optimising each interaction and how to create an exceptional customer experience.

Whether you’re a small business or a large corporation, this guide will provide you with the tools and strategies you need to understand and improve your customers’ journey, thereby boosting their satisfaction and loyalty.

What is the customer journey?

The customer journey is the set of stages and interactions that a consumer goes through from their first awareness of a product or service through to their final purchase and beyond. It includes all points of contact between the customer and the company, such as advertising, website visits, in-store interactions, customer service and post-purchase communications.

The importance of the customer journey?

Technological advances have given rise to new expectations among customers, who now demand impeccable experiences across all channels. Understanding and optimising the customer journey has become crucial for any business wishing to stand out and prosper. The customer journey is essential because it enables us to offer :

  • A consistent and satisfying experience.
  • Increased customer loyalty.
  • An increase in the frequency of their purchases and the size of their average basket.
  • A competitive advantage to stand out from the competition.

How can we optimise the customer journey?

To optimise the customer journey, companies need to adapt to the evolving expectations of consumers who use several channels to interact (telephone, online chat, social networks). Understanding customer needs at every stage is crucial, as customers generally use between three and five different channels. Agents need to know the reason for the contact, the specific objective and the customer’s previous interactions in order to offer a personalised and efficient service.

Armed with this information, agents are better equipped to offer a personalised and efficient customer service. This translates into an improvement in satisfaction indicators such as :

  • Net Promoter Score (NPS)
  • Customer Satisfaction Score (CSAT)
  • First-Contact Resolution (FCR)

The 6 key stages in the customer journey?

  • Evaluate and monitor performance indicators across all channels
  • Analyse the reasons for customer interactions
  • Understand customer intent to improve the relevance of performance indicators
  • Coordinate actions to reinforce self-help
  • Facilitate request management and simplify the escalation process
  • Encourage cross-functional collaboration

Preview: The future of the customer journey

The future of the customer journey is closely linked to the rapid evolution of technology, particularly in the field of artificial intelligence (AI) and automation

To find out more, download our free guide to the 6 stages of the customer journey. Explore each phase of the journey and discover practical tips for optimising your customers’ experience at every stage. We also look at future trends in the customer journey, including the impact of artificial intelligence and automation.

Why use MyOverview?

In a nutshell, MyOverview goes beyond simple task-tracking tools to offer a complete solution for managing your time and your goals.

With MyOverview, you have the ability to :

Communicate effectively with your customers.

Collaborate more effectively thanks to our automatic email dispatch system that identifies customers, content and language for efficient dispatch to agents based on their availability and skills.

Manage your prospecting and key account management

Get an overview of your Key Performance Indicators (KPIs) and your statistics for a real-time view of your performance.

Discover all our other features that will improve your communication, sales management, collaboration and performance monitoring by clicking on the link below.


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