6 Key trends in Customer Journeys

Based on the many Customer Journey projects we supervise and improve every year, we have identified six key trends. These trends
will make a difference in every customer journey in the years to come. With some great examples.

6 Key trends in Customer Journeys

▶ Trend 1: ‘Made for Me’- The era of custom-made

With a abundance of products and options, making choices is becoming increasingly difficult. Instead of working their way through all sorts of filters and options, consumers are looking for advice. What suits me best? Companies are responding to this with personalised customer experiences. Based on data and individual preferences. The approach is shifting from push to pull.

Successful examples:

  • The personalised photo albums by Albelli.
  • Nike’s ‘design your own sneakers’.
  • Suitsupply makes tailor-made suits more accessible.


▶ Trend 2: Omnichannel – Exactly the information you need, anytime, anywhere

Today’s consumers expect access to information anytime, anywhere. Across all channels and touchpoints. Manufacturers, retailers and service providers must therefore, more than ever, ensure a consistent brand message across all platforms, be it owned, earned and paid media.

Successful examples:

  • KLM seamlessly switches from one touchpoint to another.
  • Netflix switches across multiple channels.
  • The always consistent information by IKEA.


▶ Trend 3:
Mobile-first – Smartphone as a starting point in the online journey

Organisations now focus primarily on mobile in their web design. How do you ensure the best customer experience on smaller screens? In doing so, they meet the needs of the modern consumer who almost always has a mobile phone at hand. Also for shopping and gathering information.

Succesfull examples:

  • With Albert Heijn‘s super handy app you can combine several things in your household.
  • All your banking through one app at ING.
  • Getting to your destination easily via the Uber app.


▶ Trend 4: Building a bridge between Online2Offline (O2O)

The whole shopping journey becomes much easier and more enjoyable if you can connect physical shopping to online platforms. What is important here is that customers get a consistent brand experience. Whether they are browsing online or visiting a physical shop.

Succesfull examples:

  • Coolblue started as an online retailer, but now also has 22 physical shops throughout the Netherlands.
  • With HEMA‘s online photo service you can design online and then collect the photo’s in store.
  • Rituals combines virtual shopping & video chats with beautiful, physical shops.


▶ Trend 5: 
Experiental Marketing – Let the customer ‘experience’ your product or service

Linking products or services to a fun, memorable real-life experience makes (potential) customers feel much more engaged with a brand. Especially interactive and personalised experiences do well. People prefer an experience to more stuff.

Succesfull examples:

  • The beautiful shopping experience and high-quality service of De Bijenkorf.
  • Rituals turns everyday activities into new rituals.
  • Dille en Kamille always puts natural simplicity centre stage. In ambience and products.


▶ Trend 6: 
Next-gen customer care with AI

Customer service that uses AI technology makes customer service better and faster. And for businesses, it is also cheaper. AI-driven customer service is all about chatbots and personalisation. AI is constantly learning from customer interactions. This way, support gets better and better.

Succesfull examples:

  • Chatbot Billie from Bol performs numerous customer service tasks.
  • Albert Heijn‘s Allerhande chatbot offers inspiration for eating tasty and healthy food.
  • The online interaction with a.s.r. feels like a natural and logical conversation.


Want to know more about our Customer Journey trajectories? Read more >>