Customer journey strategy

Customer Journey

Also known as the customer journey, it represents all the interactions a potential or existing customer has with a company, from the first awareness of a need right through to the purchase stage and beyond. 

What is a user journey or customer journey?

Customer journey analysis is a strategic approach to understanding the needs, expectations and behaviors of customers throughout their experience with a brand.  

This user journey, also known as the customer journey, is based on several key elements essential to understanding and optimizing the customer experience. 


5 customer journey stages

It is therefore essential to understand and optimize each stage of the customer journey, in order to deliver a consistent and satisfying customer experience at every interaction. The goal is also to be present on the right channel, at the right time, with the right message.

Customer acquisition client

Discover the 5 stages of the sales funnel. A window expands to show: 

    This is the initial stage of the customer journey, during which a potential customer becomes aware of a need or problem that they wish to solve. This awareness can be created through various channels, such as advertising, recommendations, online research, social media, etc. 
    Once they have become aware of their need, potential customers begin to search for information and evaluate the various options available to meet that need. They browse websites, read reviews, compare products or services and look for relevant information to make an informed decision. 
    After evaluating the various options available, the potential customer decides to buy a specific product or service. They can make their purchase online, in-store or by other means, depending on the context and their preferences.
    Once the purchase has been made, the customer enters the customer experience phase. This involves the actual interaction with the product or service, as well as customer support, satisfaction, ongoing use of the product, and so on. 
    At this stage, the aim is to build customer loyalty and foster ongoing engagement with the brand. This can be done via special offers, loyalty programs, personalized communications, reward programs and so on. The aim is to establish a long-term relationship with the customer and build loyalty 

The user journey, or customer journey, is not linear, but rather cyclical. Customers may return at different stages, for example when they need to repurchase a product, or when they're looking for recommendations for other similar needs. 

How do you create a customer journey map?

Key Steps to Ensure Optimal User Experience

Step 1. Understanding Your Customer Personas 

  • Identifying Potential Customers 
  • Understanding Personas 

Together, we identify your various customer segments, whether they are current or target. We base this on the interactions they have already had with your company. 

To precisely understand their expectations, needs, preferences, and barriers, we create their personas, which we associate with their demographic characteristics. 

customer personas

Step 2. Mapping the Customer Journey 

  • Representing the User Journey 
  • Identifying Interaction Points 

We visualize the different stages that customers go through when they interact with your company, from awareness to purchase and beyond. 

the customer journey

These interactions, also known as key touchpoints, can occur following 

  • online searches, 
  • exposure to an advertisement, 
  • interactions on social networks, 
  • visits to your website, 
  • discovery in-store, 
  • recommendation from a customer or user, etc. 

How to Create a Customer Journey Map? 

Step 3. Collect and analyze data 

  • Customer journey tracking and visitor profiling 
  • Identification of pain points and obstacles 

We use analysis tools to collect data that can be used to:  

  • Study your customers' behavior at every stage of their journey.  
  • Examine the customer's demographic data, preferences, purchasing habits, navigation information, etc.  
  • Identify potential pain points or obstacles that may discourage customers or detract from their experience.  
  • Pinpoint opportunities to improve and personalize the customer experience in order  to make it smoother and more enjoyable.  

All this information enables us to create an optimal user journey, with the aim of converting and retaining potential customers. 

Step 4. Personalize customer experience 

  • Tailor interactions between brand and customer  
  • Propose personalized content and offers  

Once we have acquired knowledge of our targets' profile and behavior, we can begin to focus on customizing the way we interact with customers at every stage of their journey.  

In this respect, we strive to:  

  • Offer relevant content 
  • Special offers 
  • Recommend products and services tailored to each customer's preferences and needs 
  • Tailor customer service responses to a given problem 

Adapted messages and responses based on the customers needs.  

Focus on mobile commerce 

Step 5. Optimize your communication channels 

  • Identify relevant communication channels 
  • Ensure consistent communication across all media channels 

Every customer is different, as is every path that leads them to your business. With tracking, we can identify the most relevant communication channels to use according to your target audience at each stage of the customer journey. 

Aim to deliver a seamless, enjoyable experience across all channels, whether that's website, social media, email, mobile apps, etc. 

Step 6. Integrate your teams and departments 

  • A collaborative approach between all stakeholders  
  • Focus on consistency across all stages of the customer experience  

The concept of the customer journey spans from the initial stages of research to the loyalty phase. This means that your customer will have been in direct or indirect contact with several of your internal departments, be they digital, media or non-media. 

Implementing a strategy focused on the customer journey therefore requires close collaboration between the following teams:  

  • Marketing: communication content, conveyed messages, research and customer surveys 
  • Sales: sales pitches, training, consulting 
  • Customer service: after-sales service, warranty, preliminary information 
  • Product development: product evolution, new features, upcoming innovations 

The aim is to design harmonious communications, both in terms of content and form, in order to offer a fluid and coherent customer experience at every point of contact.  

This involves designing aligned communication, both in terms of content and form, to offer a smooth, consistant and coherant customer experience at every touchpoint. 

Step 7. Measure your results and repeat the process iteratively 

  • Strategy effectiveness measurement using key performance indicators (KPIs) 
  • Ongoing identification of areas for improvement  

Together, we define the key performance indicators (KPIs) that will enable us to evaluate the results of each phase. In this way, we can measure the impact of each optimization made at the different conversion stages of the user journey. 

By regularly analyzing results, we quickly identify improvement opportunities and make the necessary adjustments to offer an effective customer journey. The aim of this strategy is, of course, conversion, but also to build long-term relationships by focusing on the satisfaction and loyalty of our acquired customers. 

Reach your targets through SEA 

The key to our success: expertise every step of the way

With 15 years' experience in the digital field, we fully understand the challenges of designing an effective sales funnel that converts. 

Our Expertise: 

  • Tracking and data collection 
  • Customer profiling 
  • Advice on acquisition channels 
  • Creation of targeting campaigns 
  • Email marketing and loyalty automation 
  • Reporting and analysis 

Our Added Value: 

  • In-house expertise 
  • A dedicated team at your service 
  • Ongoing performance measurement 
  • Recommendations on improving your sales funnel 
  • Regular follow-ups