How to shift from customer-centric to customer journey-centric working

Many companies claim to be customer-centric: they listen to feedback, improve their products based on reviews, and prioritize customer satisfaction. But in today’s digital world, that’s no longer enough. The real winners are the companies that place the customer journey at the center of everything they do.

But what does that actually mean? And how do you make the shift from customer-centric to customer journey-centric? This article shows you how.

Customer-centric vs. customer journey-centric: What’s the difference?

A customer-centric approach focuses on optimizing individual touchpoints: a user-friendly website, fast customer service, and competitive prices. But a customer journey-centric approach looks at the full picture: the entire experience, from initial orientation to conversion and retention. It’s not just about what customers do on your own website, but how they navigate the entire digital landscape.

Customers researching a product or service rarely choose the first provider they come across. They compare multiple options. Without insight into this broader orientation phase, you miss valuable opportunities to influence their decisions.

A customer journey typically consists of the following phases:

• Orientation: Where does the customer start their search? What websites do they visit to gather information?
• Consideration: Which providers are being compared? What experiences do customers have on these websites? What factors influence their decision?​
• Conversion: Which provider do they ultimately choose? And what barriers or convincing elements play a role in the decision?​
• Retention & Loyalty: How do you ensure that customers return?​

Why center the customer journey?

Placing the customer journey at the center offers several key benefits:

• Better alignment with customer needs: By understanding how customers navigate their decision-making process, you can refine strategies to better meet their expectations.​
• Increased conversions: Optimizations based on the entire customer journey enhance the likelihood that customers will choose your offering.​
• More efficient resource allocation: Rather than implementing isolated improvements, you can prioritize changes that have the most significant impact on customer decisions.​

How to transition to a customer journey-centric approach

To make the customer journey the foundation of your strategy, follow these three steps:

Step 1: Gain comprehensive insight into the customer journey

Many companies only analyze what happens on their own website. But that’s just one part of the story. Customers often visit several providers before making a decision. If you don’t know what happens during that comparison, you’re missing 80% of the picture.

Key questions to ask:

• How often is your brand found compared to competitors?
• Which competitors are considered alongside you?
• What drives the customer’s final decision?
• Why do some customers choose a competitor over you?

This is where benchmarking comes in: comparing your customer experience with that of other market players. Traditional web analytics won’t give you these insights.

Step 2: Optimize each stage of the customer journey

Once you’ve mapped the journey, you can make targeted improvements. Divide the journey into key phases and develop a strategy for each one:

• Improve visibility: How do you increase your findability in search engines and on social media?
• Win the consideration phase: How persuasive is your website compared to competitors?
• Boost conversion: What frictions can you remove to make the decision easier?
• Drive loyalty: How do you ensure that satisfied customers return?

Also read: 7 dimensions for higher conversion: The key to an optimal website experience >>

Step 3: Continuous Monitoring and Adjustment

The digital market is constantly changing. What works today might not work tomorrow. That’s why it’s crucial to keep monitoring the customer journey. A Digital Market Tracker can help you gain quarterly insights into how your brand performs compared to competitors, so you can stay one step ahead.

In addition, a Website Experience Deep Dive helps identify specific areas for improvement on your website and translate them into actionable optimizations.

The mindset shift: From quick fixes to strategic growth

Shifting from customer-centric to customer journey-centric working isn’t just about better data — it also requires a new mindset across your organization:

• From ad hoc changes to structured optimization: Work with a clear action plan based on the full customer journey.
• From silos to cross-functional collaboration: Get marketing, sales, and customer experience teams involved in a shared strategy.
• From internal KPIs to customer insights: Don’t just track conversion rates — understand why customers choose (or drop out).

Curious how to align your digital strategy with your market position? Discover it in our whitepaper >>

Conclusion

In a digital world where customers have endless options, being customer-centric is no longer enough. Leading companies look beyond their own website and focus on the entire customer journey. By structurally analyzing customer behavior, optimizing each phase of the journey, and continuously measuring results, you build a long-term growth strategy.

Ready to make the shift from customer-centric to customer journey-centric? Start by gaining the right insights and build a strategy that truly meets your customers’ needs.