Research & Strategy

Investigate the Customer Journey to enhance CX

  • Kamil Tatol

  • Feb 21, 2024

  • 2 min read

  • Feb 21, 2024

  • 2 min read

In the dynamic realm of Customer Experience, prioritising and comprehending customer insights remains vital. Read on to find out what questions you should ask yourself when working on enhancing CX.

When was the last time you used your own product or service?

During the early years of my career, I mistakenly favoured designer skills over customer insight, emphasising what could be built rather than considering what should be built. A pivotal realisation struck: not using your product or service means risking to walk in the dark. But there's a source of light.

Practical advice dictates regularly engaging with and experiencing your product as your customers would. This approach unveils pain points, identifies areas for improvement, and fosters empathy, ultimately paving the way for a more user-centric approach to product development.

When did you last speak with your customers?

In the swiftly evolving digital landscape, relying solely on internal perspectives can result in missed opportunities and misguided decisions. Customer dialogues should extend beyond annual surveys, constituting an ongoing and continuous process. Regular engagement establishes direct communication with your audience, providing insights into their evolving needs, preferences, and challenges.

Diversifying feedback channels is paramount. Embrace analytics, social media, focus groups, and direct interviews to gather diverse insights. Active listening enables the extraction of valuable information, guiding strategic decisions and initiatives.

When did you last map out the customer journey?

Understanding the customer journey is foundational to crafting an exceptional customer experience. This involves visualising every touchpoint in a customer journey, from initial awareness to post-purchase interactions. The process uncovers improvement opportunities and highlights pain points hindering a seamless experience.

Implementing changes based on customer feedback is vital at this stage, showcasing that their opinions drive meaningful enhancements. By empathising with your customers' perspectives, friction points are identified and transformed into opportunities for innovation and growth.

Practical advice for digital professionals who care about Customer Experience

Now, a piece of advice taken straight from my experience:

  1. Engage regularly. Go beyond waiting for customer questions or concerns. Initiate proactive communication to check in on customer experiences, gather real-time feedback, and build a proactive relationship. You can achieve this through newsletters, personalised messages, or brief surveys.
  2. Diversify feedback channels. Harness the power of social media platforms. Make the most of your community to improve your product or service. You can quickly identify pain points and then dig deeper. Invest in UX research methods such as individual interviews and focus groups.
  3. Act on feedback. Manifest your customers that you take their feedback seriously and are committed to enhancing the product or service. That way, they can be more eager to share their insights in the future.
  4. Implement Agile development practices. Embrace agile methodologies in your product development process. This iterative approach allows for quick adaptations based on customer feedback, ensuring that your digital products are always aligned with evolving user expectations.
  5. Create a collaborative feedback loop.  Develop a structured feedback loop that involves cross-functional collaboration. Ensure that insights gained from customer interactions are shared seamlessly across departments, fostering a collaborative environment where every team member knows their role in enhancing the overall customer experience.
  6. Invest in customer education. Empower your customers with resources and educational content that enhances their understanding of your product or service. A well-informed customer is likelier to have a positive experience, leading to increased loyalty and advocacy.

By expanding your approach with these additional strategies, you can create a holistic and adaptive framework for delivering exceptional digital experiences that meet and exceed customer expectations. Remember, the journey toward customer satisfaction is an ongoing process that requires continuous effort and innovation.


Customer insights are not just data points but the guiding stars in the vast sky of product development and customer experience. Illuminate your path with their insights so that you'll always have your way.

And if you need help with polishing your customer journey, contact us and let us help unleash your digital potential.

Kamil Tatol, CEO at Flying Bisons.

Kamil Tatol


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