Adapting the customer journey to changing consumer behaviours

It would be an understatement to say that consumer behaviour changes rapidly – in the words of McKinsey, it is ever-evolving and always surprising. This means that customer journeys need to similarly evolve if they’re to effectively reflect shifting customer preferences and trends, and businesses need to be ready to adapt.

This is, of course, easier said than done: adapting strategies for customer engagement, retention, and customer satisfaction is a dynamic and ongoing process. But by understanding the customer journey, monitoring trends and changes in consumer behaviour, and implementing strategic adaptations and interventions, businesses can successfully meet evolving customer expectations and future-proof their organisations.

The customer journey: what is it and why is it important? 

The customer journey encompasses every interaction between a customer and a business, from initial awareness to post-purchase engagement. It’s a comprehensive map that outlines the path a consumer takes, including every touchpoint and experience with the brand. 

Understanding this journey is crucial for businesses that aim to deliver personalised experiences and build long-lasting customer relationships.

“Being aware of the customer journey helps shed more light on your target audience’s expectations and needs,” explains Adobe in a post about the customer journey. “In fact, 80% of companies compete primarily on customer experience. This means optimizing the customer journey will not only encourage your current customers to remain loyal but will also make you more competitive in acquiring new business.”

How the customer journey has changed over time

Traditionally, the customer journey was a linear one, often starting with an in-store visit and ending with a purchase. However, the emergence and rise of digital shopping tools – e-commerce businesses, mobile devices, and social media platforms – has transformed this journey into a more extended, multi-channel user experience. 

Consumers today research products online, read reviews on social media, compare prices on dedicated websites, and may choose to purchase a product either online or in-store. Often, they will then go on to review the product online, or engage with the brand on social media, or visit retail shops to discuss any issues – or accessories – related to the product.

This omnichannel approach has blurred the lines between physical and digital shopping, and it means that retailers and other customer-facing businesses have learned to blend and integrate their online presence with their in-person sales and services.

How to map the customer journey

Mapping the customer journey means identifying any key touchpoints where consumers interact with the brand. It requires understanding the customer’s goals, as well as their emotions and pain points, at each stage, and leveraging that data.

This process helps businesses design user-friendly experiences that cater to consumer needs and preferences at every step of their journey in order to enhance customer satisfaction and build customer loyalty.

“Businesses shouldn’t use a rigid, one-size-fits-all customer journey map,” adds Adobe. “Instead, they should plan flexible, individual types of customer journeys — whether they’re based on a certain demographic or on individual customer personas.”

How consumer behaviour influences the customer journey

Consumer behaviour – the habits, preferences, and actions of consumers – plays a significant role in shaping new customer journeys, and vice versa. By tracking and analysing consumer behaviour, businesses can predict trends, tailor their marketing strategies, and create more engaging and relevant customer experiences – which influence consumer behaviour in turn.

How to track consumer behaviour

Businesses have a number of tools available for tracking consumer behaviour. Some examples include:

• Customer feedback
• Website analytics and social media monitoring
• Data analytics platforms
• Customer relationship management (CRM) systems
• Sales reports

By collecting and analysing customer data, businesses can uncover valuable insights into purchasing decisions, product preferences, and general consumer trends.

How consumer behaviour has changed over time

Consumer behaviour has undergone significant changes over the past century, first following the rise of technology and the digital age, and then again in the wake of the pandemic. There’s been a marked shift towards online shopping, increased demand for personalised experiences, and a greater emphasis on sustainability. And consumer expectations for convenience, speed, and transparency have risen, pushing businesses to innovate everywhere from their supply chains to their product offerings and customer service.

“As the post-pandemic world rapidly evolves, consumer behavior continues to change constantly at a faster rate,” says a recent Forbes article on consumer behaviour. “Behaviors that were once normal for most people, such as grocery shopping, were replaced with delivery services overnight, and have since bounced back to the ‘new normal’ with many people adopting a more fluid, hybrid approach.”

When consumer behaviour changes: why it’s important to adapt to changing customer needs

Adapting to changing customer needs isn’t just beneficial for businesses and brand loyalty – it’s essential. In a world where consumer behaviour is always evolving, failure to adapt can mean missed opportunities, or decreased customer satisfaction, and – ultimately – a decline in sales or market share.

How to adapt to changing consumer behaviour: strategies and tactics

There are lots of ways that businesses can adapt to new consumer behaviours. Some potential strategies and tactics include:

• Digital marketing. Use digital marketing tools like business websites, emails, and social media to reach target audiences, engage with consumers, and promote new products. These channels offer two-way communication and are a great way to gather consumer feedback and intel.
• Personalised experiences. Gather and use data from the organisation’s customer base to offer tailored product recommendations, bespoke marketing messages, and better shopping experiences more widely – and then update these tactics as new data emerges.
• Mobile-first investment. With smartphones playing a more important role in consumer decisions, make sure that websites are mobile-first and that mobile apps are user-friendly.
• Sustainability. Consumer preferences have shifted towards a demand for more sustainable products, and this is likely to continue in the years to come, so business models and product development should similarly shift to reflect these values.
• Omnichannel approaches. Regardless of how consumer behaviour evolves, remember to always provide a consistent customer experience across all channels, from social media messages to in-store interactions. And don’t forget the value of in-person experiences – they’re great for customers but also an excellent tool for gathering real-time comments and feedback from people.
• Technology. Leverage all the latest technology – chatbots, AI, data analytics, and so on – to enhance customer service while also gaining new insights into consumer behaviours.

Plan to adapt: the best practices for future-proofing the customer journey to reflect evolving consumer behaviours

It’s one thing to understand that consumer behaviour and customer journeys are fluid; it’s another thing entirely for businesses to effectively manage these changes. Fortunately, there are several ways that businesses can future-proof their customer journeys as consumer behaviours change.

• Monitor data for trends. Regularly collect and analyse customer data to stay on top of changing trends, advancements, and preferences. This can include everything from product preferences to communication methods.
• Foster a customer-centric culture. Ensure that every aspect of the business, from product development to customer service, is focused on meeting consumer needs.
• Embrace innovation. Be open to experimenting with new technologies, business models, and marketing campaigns to engage consumers in new and novel ways.
• Collect – and act on – customer feedback. Use customer feedback – whether it’s in-person comments to staff, comments sent in via email or social media, or through feedback forms – to adjust and refine the customer journey. Use these comments to address pain points and improve the overall customer experience.

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• data for decision-making
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