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Flevy Management Insights Case Study
Customer Journey Mapping for D2C Health Supplements Brand


There are countless scenarios that require Customer Journey Mapping. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Customer Journey Mapping to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

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Consider this scenario: A direct-to-consumer (D2C) health supplements firm is facing challenges with their customer journey mapping in a highly competitive online market.

With an extensive product range and a diverse customer base, the organization struggles to understand and optimize the various touchpoints in the customer journey. Despite a robust digital presence and significant market share, conversion rates and repeat purchases are not meeting the company's growth objectives. The organization needs to enhance its understanding of customer behavior and preferences to improve engagement and loyalty.



Given the situation, one hypothesis might be that the organization's current customer journey mapping is not adequately aligned with customer expectations, leading to missed opportunities for engagement and conversion. Another possibility is that there is a lack of actionable insights derived from data analytics, preventing the organization from optimizing touchpoints effectively. Lastly, it could be hypothesized that the organization's marketing and sales strategies are not sufficiently personalized, resulting in sub-optimal customer experiences.

Strategic Analysis and Execution Methodology

The organization can benefit from a structured, data-driven approach to Customer Journey Mapping, which can lead to improved customer engagement and increased sales. A typical 4- to 5-phase consulting process will provide a comprehensive framework to analyze and optimize the customer journey.

  1. Discovery and Data Collection: - Identify key customer segments and touchpoints. - Collect data through analytics, surveys, and customer feedback. - Analyze customer behavior and touchpoint effectiveness.
  2. Customer Journey Analysis: - Map the current customer journey for different segments. - Identify pain points and areas of friction. - Highlight moments of truth that can significantly impact customer decisions.
  3. Strategy Development: - Formulate strategies to enhance the customer journey. - Prioritize initiatives based on impact and feasibility. - Develop a roadmap for implementation.
  4. Implementation and Optimization: - Execute strategic initiatives. - Monitor performance and gather customer feedback. - Continuously optimize the customer journey based on new insights.
  5. Impact Assessment and Continuous Improvement: - Evaluate the impact of changes on customer experience and business KPIs. - Iterate and refine the customer journey. - Foster a culture of continuous improvement.

Learn more about Customer Experience Continuous Improvement Customer Journey

For effective implementation, take a look at these Customer Journey Mapping best practices:

Customer Journey Mapping - Guide & Templates (67-slide PowerPoint deck and supporting PowerPoint deck)
Six Building Blocks of Digital Transformation (35-slide PowerPoint deck)
Six Building Blocks of a Customer-Centric Organization (32-slide PowerPoint deck)
Customer Journey Mapping (143-slide PowerPoint deck)
Customer Experience (21-slide PowerPoint deck)
View additional Customer Journey Mapping best practices

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Customer Journey Mapping Implementation Challenges & Considerations

When adopting a comprehensive approach to Customer Journey Mapping, executives often question the scalability of personalized strategies. To address this, it is vital to leverage technology and data analytics to automate personalization at scale, ensuring that individual customer preferences are met without compromising operational efficiency.

Another consideration is the integration of cross-channel experiences. Customers interact with brands through multiple channels, so creating a seamless experience across all touchpoints is critical. This requires a cohesive strategy that breaks down silos within the organization.

Lastly, executives are concerned about the time and resources required for such a transformation. It's important to communicate that while upfront investment is needed, the long-term benefits include increased customer loyalty and lifetime value, which contribute to sustainable business growth.

Learn more about Customer Loyalty Customer Journey Mapping Data Analytics

Customer Journey Mapping KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


You can't control what you can't measure.
     – Tom DeMarco

  • Conversion Rate: Measures the effectiveness of the journey in compelling customers to make a purchase.
  • Customer Satisfaction Score (CSAT): Indicates customer happiness with the journey and interactions.
  • Net Promoter Score (NPS): Reflects the likelihood of customers to recommend the brand, a sign of loyalty.
  • Customer Lifetime Value (CLTV): Assesses the total value a customer is expected to bring over their lifetime.
  • Churn Rate: Tracks the percentage of customers who stop doing business with the company.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Implementation Insights

During the implementation of a Customer Journey Mapping project, it's crucial to maintain a balance between qualitative insights and quantitative data. According to McKinsey, integrating customer feedback with analytics can lead to a 20-30% increase in customer satisfaction and economic gains of 10-15%.

Another insight is the importance of aligning the organization around the customer journey. This often entails breaking down silos and fostering cross-functional collaboration. A well-coordinated effort can result in a more cohesive customer experience and improved business outcomes.

Lastly, agility in the implementation process is essential. The market and customer preferences change rapidly, so the ability to adapt and iterate quickly is a competitive advantage.

Learn more about Competitive Advantage Customer Satisfaction

Customer Journey Mapping Deliverables

  • Customer Journey Map (PowerPoint)
  • Customer Segmentation Analysis (Excel)
  • Touchpoint Optimization Plan (Word)
  • Strategic Roadmap (PowerPoint)
  • Performance Dashboards (Excel)

Explore more Customer Journey Mapping deliverables

Customer Journey Mapping Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Customer Journey Mapping. These resources below were developed by management consulting firms and Customer Journey Mapping subject matter experts.

Customer Journey Mapping Case Studies

A Fortune 500 retailer revamped its customer journey by segmenting customers based on purchasing behavior and tailoring marketing messages accordingly. This led to a 25% increase in online sales within six months.

A leading telecommunications company employed advanced analytics to understand the pain points in their customer service journey. By addressing these issues, they reduced customer churn by 15% in one year.

An international airline redesigned its booking process based on customer journey insights, resulting in a 35% decrease in booking abandonment and a significant uplift in ancillary sales.

Explore additional related case studies

Scalability of Personalized Customer Experiences

Scaling personalized customer experiences is a complex challenge that requires a sophisticated blend of technology and strategy. Organizations must invest in data analytics and AI-driven tools to automate and personalize interactions without losing the human touch. A study by Accenture highlights that 83% of consumers are willing to share their data to enable a personalized experience, but the key is to use this data effectively to deliver value at every touchpoint.

It's essential for companies to build a robust technological infrastructure that can handle the influx of customer data and apply machine learning algorithms to predict customer behaviors. By doing so, firms not only scale personalization efforts but also make informed decisions that drive customer satisfaction and business growth.

Learn more about Machine Learning

Integration of Cross-Channel Experiences

To integrate cross-channel experiences, organizations must adopt an omnichannel approach that ensures consistency and continuity across all platforms. According to a report by PwC, the number of companies investing in the omnichannel experience has jumped from 20% to more than 80%. Customers expect a seamless journey whether they're shopping online from a mobile device or in a brick-and-mortar store, and companies must deliver on these expectations to stay competitive.

Developing an omnichannel strategy involves not just technology, but also organizational change management. Teams across various departments need to collaborate and share insights to create a cohesive customer experience. This may require a shift in company culture and the dismantling of silos that traditionally separate different channels.

Learn more about Change Management

Resource Allocation for Customer Journey Initiatives

Concerns regarding the allocation of resources for customer journey initiatives are valid, especially when considering the investment in technology and personnel. However, Gartner reports that a 5% improvement in customer retention can increase a company's profitability by 25% to 95%. Therefore, it is critical that executives view these initiatives as strategic investments rather than costs.

Allocating resources efficiently requires a clear understanding of which aspects of the customer journey are most impactful. Investment should be directed towards these high-impact areas to ensure that the customer experience is enhanced where it matters most. This targeted approach maximizes the return on investment and drives long-term business success.

Learn more about Customer Retention Return on Investment

Measuring the Success of Customer Journey Mapping

Measuring the success of customer journey mapping is crucial to understanding its impact on the business. Key Performance Indicators (KPIs) such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and conversion rates are traditional metrics used to gauge the effectiveness of customer experience initiatives. A study by Bain & Company shows that companies with a customer experience mindset drive revenue 4-8% higher than the rest of their market.

However, beyond these KPIs, organizations should also measure internal metrics such as employee engagement and cross-department collaboration levels. The success of customer journey mapping is not only reflected in customer metrics but also in how it transforms the organization's internal processes and culture to become more customer-centric.

Learn more about Employee Engagement Key Performance Indicators Net Promoter Score

Additional Resources Relevant to Customer Journey Mapping

Here are additional best practices relevant to Customer Journey Mapping from the Flevy Marketplace.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased conversion rate by 15% through optimized touchpoints and personalized strategies.
  • Improved Customer Satisfaction Score (CSAT) by 20% by addressing pain points and areas of friction in the customer journey.
  • Enhanced Net Promoter Score (NPS) by 25% through a more cohesive and seamless cross-channel experience.
  • Boosted Customer Lifetime Value (CLTV) by 30% by delivering personalized experiences and enhancing customer loyalty.
  • Reduced churn rate by 18% through continuous optimization of the customer journey based on new insights.

The initiative has been successful in achieving significant improvements across key performance indicators. The increased conversion rate and improved CSAT and NPS demonstrate a more compelling and seamless customer journey. However, there are opportunities for further enhancement. Alternative strategies could involve deeper personalization leveraging advanced analytics and AI to drive even greater improvements in customer satisfaction and loyalty. Additionally, a more comprehensive integration of cross-channel experiences could further elevate the customer journey, potentially leading to higher CLTV and reduced churn rate.

For the next steps, it is recommended to invest in advanced analytics and AI capabilities to enable deeper personalization at scale. Additionally, further efforts should be directed towards integrating cross-channel experiences seamlessly to drive higher customer lifetime value and lower churn rates. Continuous monitoring and optimization of the customer journey, coupled with a focus on internal cultural transformation towards customer-centricity, will be crucial for sustained success.

Source: Customer Journey Mapping for D2C Health Supplements Brand, Flevy Management Insights, 2024

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