By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
min read

Customer journey trends

Published on
April 18, 2023

Luuk Koedam


Table of contents
Subscribe to Reel Talk our newsletter
By subscribing you agree to with our Privacy Policy.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Are you already on top of the latest customer journey trends? And do you know what changes you need to make to deliver a seamless and effortless experience to today's customers?

The customer journey has changed significantly in recent years due to advancing technology and the ever-increasing expectations of potential customers. Companies therefore need to constantly assess the experience of their current customers to ensure that they meet or exceed their expectations.

To stay ahead of the curve, companies need to focus on understanding current trends in customer journeys. Both in terms of how customers interact with their purchase of products or services and how companies can be more efficient in delivering those experiences. In this article, we discuss the latest customer journey trends and provide insights on how to successfully navigate these trends for better customer service.

The key is to set realistic customer expectations and then not just meet them, but to exceed them. Preferably in an unexpected and helpful ways.

Trend 1: Personalisation

One of the biggest trends across the customer journey is personalisation. Loyal customers expect companies to approach them in a personalized way and understand their specific concrete needs. It is also important that companies provide customer-centric treatment. Companies can achieve this by using data analytics and artificial intelligence (AI) to create customer profiles and drive targeted communications. Personalisation is an important trend in the customer journey, as it allows companies to create a more personal and positive experience for their customers. By using new products such as data analytics and artificial intelligence (AI), companies can create customer profiles and communicate at a higher level to their specific needs. This makes it possible to tailor products and services to the individual needs of each customer, increasing customer satisfaction and the likelihood of repeat customers. Personalisation can also help increase conversion and sales rates, as targeted offers and recommendations encourage customers to take action.

Trend 2: Omnichannel strategy

Another trend that is becoming increasingly important is an omnichannel strategy. Customers expect to be able to interact with a company at any time and on any channel. So companies need to ensure that their customer service is available through different channels, such as phone, chat, e-mail, social media and more.

Trend 3: Self-service

Self-service is an increasingly important trend for successful organisations. Loyal customers often want quick and easy answers to their questions without the help of an employee. Companies can achieve this by using chatbots, knowledge bases and FAQ pages to help customers solve their problems in the online world. Such innovations can contribute to the customer experience and thereby gain even more loyal customers.

Trend 4: Empathy

Empathy is another key trend in the online customer journey and online customer experience. Loyal customers want companies to understand what they are going through and help them solve their problems. Companies can achieve this by using emotional bonding and training employees to be empathetic in their communication with customers.


The customer journey is an important part of digital marketing. It describes the journey a customer takes within content marketing. From the moment he or she first comes into contact with a brand or product to purchase and post-sale. In recent years, some key trends have been noticed in the way companies approach the customer journey by acting correctly at key moments. Successful organisations that implement all the trends well can take customer satisfaction to a new level.

Applying trends

On how companies can apply these trends in their daily practice for better customer service where the customer is at the centre. Here, it is important to be able to deal with satisfied customers as well as dissatisfied ones.

Companies can apply personalisation by using data analytics and AI to create customer profiles and drive targeted communications. For example, if a customer has made an online purchase, the company can send them a personalised offer for additional products that match their interests.

To implement an omnichannel strategy, companies need to ensure that their customer service is available across channels and that information is consistent across all channels. For example, if a customer has a question via chat, the employee recording the call should have access to the customer's previous conversations. This allows her to have a complete picture of the situation.

Companies can implement self-service by using chatbots on digital channels, knowledge bases and FAQ pages. These tools can help customers solve their problems without the help of an employee in the digital world. A chatbot can help a customer find information about a product or make an appointment for maintenance.

Companies can apply empathy by investing in emotional intelligence and training employees to be empathetic in their communication with new customers. For example, if a customer is angry about a product that does not work, the employee should be able to understand why the customer is so angry and help him solve the problem.

How we apply it

With the Intractive platform you can easily create digital customer journey experiences. You can tell the story behind your organisation, product or service in such a way that you incorporate all trends.

Branching: Branching allows you to choose from different paths leading to the information you want.

Unique QR codes and links: Each experience can be used with any online and offline expression through the use of QR codes and links. Each expression also gets a unique code and link so you can see in the analytics which expression is most effective.

Active attitude: Through interactions, you can let users answer questions that are on their mind themselves. This way, you can capture the FAQ in a fun way already.

Gamification & storytelling: Gamification and storytelling are proven techniques to create a positive emotional connection. In addition, it makes people keep their attention. By telling your story through an interactive experience with gamification, you create real fans.


By using the latest trends in the customer journey, such as personalisation, an omnichannel strategy, self-service and empathy, companies can provide better customer service and provide more satisfied customers. By applying these trends in day-to-day operations, companies can increase the satisfaction of loyal customers and strengthen their loyalty

Ready to change the way you tell stories?

Become and interactive storyteller and immerse your entire audience in your world, today.

It only takes 5 minutes.

"If you want to stand out you can't afford to create boring content. "