How to Make your Customers Happy: The Secret to a Perfect Customer Journey

“The goal of every company is to maximize profit” – a statement that is fundamental to any business administration lecture. But how exactly can companies maximize profits? In addition to reducing costs, increasing sales is crucial. In the retail sector, this means improving the conversion rate. To succeed, retailers need a perfectly tailored customer journey that makes customers happy. 

In converations with our customers, partners and event attendees, we frequently discuss explore the expectations end customers have today. These expectations can be grouped into four key areas: 

Customers desire the freedom to select their shopping method, whether it’s through physical stores, online shopping, or a blend of both, such as Click & Collect/Reserve. Flexible shopping options along the Customer Journey are essential here. 

Transparency is crucial for customers, particularly in pre- and post-purchase communication. A transparent Customer Journey that keeps customers informed about availability, delivery times, and status at all times is indispensable today.

Regardless of the shopping method—online, in-store, or a combination—customers expect rapid delivery. Accustomed to swift services from major players like Amazon, they extend similar expectations to other retailers. An optimized Customer Journey must be able to provide this level of speed.

In the era of artificial intelligence, many customers expect a shopping experience tailored to their unique preferences. The Customer Journey is further enhanced by individual recommendations and suggestions. Based on historical purchase data, retailers can recommend suitable products to their customers and offer well-matched alternatives when items are low in stock or unavailable.

In the era of artificial intelligence, many customers expect a shopping experience tailored to their unique preferences. The Customer Journey is further enhanced by individual recommendations and suggestions. Based on historical purchase data, retailers can recommend suitable products to their customers and offer well-matched alternatives when items are low in stock or unavailable.

Retailers should optimize their customer journey so that customers are more satisfied. But what do we at fulfillmenttools actually mean by the term customer journey? 

In the pre-purchase phase, customers become aware of the product or online store. Various marketing strategies, such as traditional advertisements or influencer collaborations, boost awareness. T  his phase is crucial for creating a positive first impression in the Customer Journey.

The purchase phase is the critical moment where there’s significant potential to improve the conversion rate. It consists of consideration, where visitors explore the store, gather information, and evaluate options. This is where the effectiveness of the Customer Journey in the shop becomes evident. During the subsequent checkout, a decision is made, and items placed in the shopping cart are ordered. A positive shopping experience is particularly important at checkout. Seemingly minor issues such as the limited information on shipping and delivery options account for 44% of checkout abandonments (Sendcloud Delivery Compass 2023).

In the post-purchase phase, the order is fulfilled and shipped from the online store to the customer. Ideally, the customer is satisfied with their items, but if not, it leads to the return process. A well-planned post-purchase phase is the completion of a successful Customer Journey.

For each of these phases, various strategies and the right tools can provide valuable support.

In my free time, I love playing badminton, the fastest racket sport in the world. Shortly before a tournament, my racket broke and I needed a new one. I already knew which model I wanted and required it to have the right stringing so I could use it immediately at the tournament. Here’s the clear scenario—a starting point with a need and an objective:

• I like to play badminton in my free time.
• It’s Thursday morning and my racket broke in training yesterday.
• I’m playing a tournament on Sunday and need a racket.

• I need a new racket because mine is broken.
• Having decided on a model based on past experience, I’m moving directly to the consideration phase of the Customer Journey.

• The delivery time for the new racket is the decisive purchasing factor.
• Click & Collect is an option in addition to shipping.
• I can pick up the bat in Cologne & surroundings or Frankfurt & surroundings.

The search for a replacement proves more challenging than I anticipated. Amazon shows me a delivery date that suits me. However, I cannot see whether the racket is strung. Unfortunately, this meant the store is not an option.

I try another online retailer that specializes in badminton and other sports. However, while browsing the search results, I cannot find any information about delivery times, stringing or Click & Collect. Gaps in the Customer Journey like these can lead to a negative shopping experience. The product detail page provides more information. Here I can select my preferred string and tension directly and discover a suitable cross-selling product. The only negative thing I notice here is the lack of clear information, as I can only see that it is in stock and vague delivery timelines.

During checkout, I enter my delivery address, a billing address and a payment method. It is not until the fourth step that I can choose between shipping and pickup. For those who prioritize collection, this information comes too late in the process. Including this note directly on the product detail page would have been much more helpful.

Ultimately, I decided to go with a specialist retailer near me. I frequently shop there and managed to pre-order the racket through an Instagram message at a special price. I was then able to use this racket for the tournament, and everything worked out perfectly!

Customers like me want a lot of transparency these days. Retailers can already score points here in the pre-purchase phase and the purchase phase with availability, shipping and pick-up options and other information. A well-thought-out Customer Journey is the key to building long-term customer loyalty. Transparent delivery forecasts & options reduce check-out cancellations. Our Distributed Order Management System supports retailers in providing their customers with comprehensive information at checkout and on the product detail page based on real-time data. After checkout, orders can be distributed in the fulfillment network using intelligent order routing. In this way, the best option for processing an order is found based on the criteria and goals defined by the retailer. 

A seamless Customer Journey not only ensures satisfied customers but also helps retailers work more efficiently and save resources.