What is customer journey optimization?
A customer journey describes the sequence of interactions a person has with a brand and the impressions, emotions, and decisions that arise along the way. For example, a shopper might click a social ad, find a confusing product page, receive help from a chat agent, visit a store to try the item, then complete the purchase on their phone using a web-only coupon. Journeys are often multichannel, non-linear, and vary by touchpoint.
Customer journey optimization
Customer journey optimization is the systematic review and improvement of those paths to create a more consistent and valuable experience. The aim is to remove friction, increase satisfaction, and ultimately drive higher revenue by refining the most important customer flows.
This work relies on combining data from many systems — CRM, IVR, web analytics, email platforms, mobile apps, and more. Teams typically manage the scale of information by segmenting customers or optimizing the most frequent journeys first, rather than trying to address every possible path at once.
Effective optimization removes or reduces pain points caused by unclear webpages, infl...