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Customer Journey



Conduct Interviews & Review Data



Map the Journey



Unlock Delight



Track Progress


Iterate & Evolve


Using the UNITY framework, let's explore a specific scenario that may keep you up at night...


You recognize the importance of nurturing customer relationships and want to optimize the entire customer journey. It feels like there is a disconnect between what you think you're selling and what your customers are expecting.


Conduct Interviews & Review Data

  • Segment customers based on demographics, behaviors, and preferences to understand their unique needs and expectations. 

  • Gather customer feedback through surveys, reviews, and direct interactions to gain insights into pain points and areas for improvement. 

  • Interview sales and delivery teams. Pay special attention to discrepancies between the two in terms of what is being sold. 

  • Analyze competitors' customer experiences to identify best practices and areas where your business can differentiate itself. 

  • Identify touchpoints that require improvement or innovation to create memorable and seamless interactions.


Map the Journey

  • Define clear follow-up steps for enhancing the customer journey, such as increasing customer retention rates, improving Net Promoter Score (NPS), or boosting upsell/cross-sell opportunities. 

  • Develop a personalization strategy that tailors customer experiences based on their segment, preferences, and behavior. 

  • Train employees to deliver exceptional customer experiences, emphasizing empathy, active listening, and problem-solving skills. 

  • Create a detailed customer journey map that outlines each touchpoint and interaction a customer has with your business, from initial awareness to post-purchase.


Unlock Delight

  • Execute the personalization strategy by tailoring marketing messages, product recommendations, and service interactions to individual customer profiles. 

  • Implement enhancements to touchpoints, such as website improvements, mobile app updates, or in-store experience enhancements. 

  • Train and empower employees to take ownership of customer interactions and problem resolution. Encourage a customer-centric culture. 

  • Deploy and configure technology solutions to support personalization and data-driven decision-making. 

  • Optimize internal processes to ensure a smooth and consistent customer journey.


Track Progress

  • Define key performance indicators (KPIs) related to customer experiences, such as NPS, customer satisfaction (CSAT), customer retention rates, and customer lifetime value (CLV). 

  • Continuously collect data on customer interactions, feedback, and KPIs. 

  • Monitor employee performance and engagement in delivering exceptional customer experiences. 

  • Assess the effectiveness of technology solutions in personalization and process efficiency.


Iterate & Evolve

  • Analyze collected data and feedback to evaluate the impact of improvements on customer satisfaction, loyalty, and CLV. 

  • Develop an improvement plan based on data analysis and customer feedback, including refinements to personalization, touchpoints, employee training, and technology. 

  • Conduct regular working sessions to ensure consistent progress without the need for full-scale change. 

  • Foster a culture of continuous improvement within the organization regarding customer experience. Encourage ongoing refinement and innovation to elevate the customer journey further.

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