Choose the right path for the customer journey

In most companies, the customer experience is the key to profitability. “It’s the biggest challenge facing our customers and it’s associated with the digitalisation of the market,” explains Martin Persson, Sales Director at PostNord Stralfors in Sweden.


Martin Persson, Sales Director at PostNord Stralfors in Sweden.

A customer journey is based on the company’s end customers and describes how they perceive the feel of each activity. 

“If we can improve the customer journey, so that the message and interaction are made clearer and more relevant, we help our customers to attract more end customers and increase their profitability,” says Martin Persson.

Thanks to new technology, it is now easier than ever to market, compare and sell products and services. New operators are appearing all the time.

“But newcomers often fall short in their customer relationships. There are major opportunities here for better business for our customers, who often have many existing or recently ended customer relationships that can be reactivated.”

Dialogue the basis of a relationship

Administrative communication is an important key to improved communication, as a relationship is already in place. Because a customer journey is essentially about a dialogue and about creating awareness of a product or service, while at the same time building a brand. 

“Companies want to inspire and activate customers, in order to create loyalty and a recurring purchasing pattern.”

At present, social media and the Internet account for a large proportion of campaigns when the customer journey starts, together with more traditional channels such as TV, radio and direct advertising.

“Our strongest offering comes along later, when companies have identified end customers and regular communication is up and running,” explains Martin Persson. 

Targeted communication

The opportunity to work with targeted communication is there from the moment when it is time to sign an agreement until the purchase has been completed. 

Ongoing targeted communication once the relationship is firmly in place obviously counts as well. And in this area PostNord Stralfors is the biggest operator in the Nordic market.

“We’ll never be the most specialised supplier for every part-delivery, but that’s not our job either. We aim to be the best choice for large companies with a large number of end customers, by being channel-independent and always offering communication on the recipient’s terms,” says Martin Persson.

Years of experience

To better understand the end customer’s needs, the customer journey must be decoded. This is necessary in order that a company can understand each unique end customer.

“We’re a natural partner in such a process, as we can understand consumers and their behaviour. After all, we’ve sent out a great deal of information to them over a very long period of time. We also publish the knowledge we’ve built up every year in our insight reports,” explains Martin Persson.

In order to understand the needs in more dimensions, PostNord Stralfors has also developed analytical tools such as eye tracking and neuroscience. They are now a natural element of ongoing deliveries.

“We use these aids both when we’re helping customers with Customer Journey Mapping and when we’re developing systems for dynamic communication in Omnichannel.”

Why do you work with Omnichannel?

“Because you don’t know where the next purchase will be made. You have contact with your customers in so very many channels. You also have opportunities with all of these contacts – if you just know what you’re saying to them. Omnichannel lets you take control over your communication, in all channels,” says Martin Persson.

How do we perform a customer journey mapping exercise?

1. We select a customer journey together with the customer.

2. We map out all activities and interfaces.

3. We map out the end customer's thoughts and emotions in all interfaces.

4. We identify "pain points" for the end customer and the company.

5. We develop improvements and prioritise these based on effort and effect.

6. We present a proposed solution to the customer.