Customer journey

Customer journey Agency Consulting firm Experts Specialists Consultancy

Engage and retain your prospects and customers with an omnichannel customer-centric approach

For more than 30 years, our specialized team has been supporting companies in their customer journey projects, particularly in the development of “customer centric” strategies and the creation of digital or omnichannel customer journeys.

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    The challenges related to customer journey and digital customer journey

    Today, digital has revolutionized customer journeys and the customer experience: the development of digital means of communication (the use of which has become even more democratized with the COVID-19 epidemic) opens up many possibilities in terms of personalized experience, leading companies to develop “customer-centric” strategies made up of new omnichannel customer journeys.

    The correct mapping of the customer journey and its modeling are the first key steps to work on the journeys and associated engagement scenarios. Once these steps have been completed, other major challenges must be considered in order to optimize your customer journey:

    In the years to come, two strong trends around customer journeys are emerging:

    • Automation, particularly in data processing, will make it possible to reach a new level of precision and speed in the collection and analysis of client data, but also in the adaptation of the customer journey according to the data. By understanding client needs and using powerful artificial intelligence algorithms and CRM tools, companies can now test channels according to their target, assess impact and adjust channels and communication format accordingly.
    • Enhanced personalization of customer journeys and user experience, thanks to the increasingly precise understanding and adaptation of client needs. Improving client knowledge with each new interaction allows to gradually move from a customer journey logic based on segments to an individualized experience logic.

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      How we support you in your customer journey and omnichannel customer journey projects

      For more than 25 years, Alcimed has been supporting its clients on many issues related to customer journeys (for ex. patient, consumer and passenger journeys).

      The diversity of our clients (large industrial players, SMEs, start-ups, institutions, etc.), of the geographical fields we explore, the sectors in which we operate (healthcare, agrifood, aerospace and defense, energy-environment, mobility, chemistry-materials, cosmetics, etc.), and the types of projects we develop, give us a global and comprehensive insight into issues related to customer journeys.

      Our projects cover topics as diverse as: defining your client strategy, deciphering the uses, preferences and expectations of your clients, building your client engagement model, internal transformation and deployment of your new customer journeys, monitoring the impact of your new customer journeys and your engagement models, the analysis of the competition and your differentiation levers, etc.

      Examples of recent customer journey projects carried out for our clients

      • Redefining the customer journey and the KOLs engagement strategy for a pharmaceutical player

        We supported one of our clients, a pharmaceutical leader, in redesigning its engagement levers with its KOLs, with the aim of finalizing its medical engagement strategy and defining its content production needs.

        For this project, our team first conducted targeted interviews with KOLs, to carry out a critical analysis of our client’s ‘personas’ and their journeys, leading to a redefinition of a segmentation based on engagement. Once the needs, expectations and uses of KOLs were mapped, our team organized workshops with our client’s teams in order to co-construct new engagement models.

        Ultimately, we redesigned our client’s KOLs journeys, defined the key formats to focus on for the engagement of each segment and created a content production roadmap for the teams.

      • Construction of a segmentation of the Consumer-Patient over 40” pathway to identify opportunities in the area of “Healthy Aging” 

        We supported one of our clients, a leader in the field of nutrition, in segmenting the journey of a typical client who gradually becomes a patient as he ages (over 40). The objective for our client was to obtain a medical and scientific understanding of the opportunities in the field of “Healthy Aging”.

        After having built the definition and segmentation of the customer journey from client to patient, identified the key players in the therapeutic areas initially defined and the main sources of information and influence for clients/patients, our team achieved clear segmentation opportunities linked to “Healthy Aging”.

        This work enabled our client to engage its teams in building a new product development roadmap.

      • Improving the experience of mountain enthusiasts by creating services on their customer journeys

        One of our clients, a player in winter sports equipment, wanted to be supported in the development and prototyping of new services to enhance the experience of their clients who are passionate about mountain sports.

        To that end, our team carried out an on-site observation, mobilized our client’s community of 200,000 members (skiers, snowboarders, etc.) and conducted creativity workshops in order to generate avenues for improvement of the customer experience throughout the home-mountain route.

        Alcimed made it possible to contribute to the launch of a new value-generating service for mountain enthusiasts!

      • Optimizing the care pathway for rare disease patients in Europe

        We supported the European Medical Department of a pharmaceutical manufacturer in optimizing the care pathway for patients suffering from a rare respiratory disease in several European countries. As this rare disease is difficult to diagnose and often confused with more common respiratory diseases, the patient diagnosis time was taking too long (2 to 3 years). Our client wanted to position itself as a public healthcare player by providing Alcimed’s service to referral hospitals to:

        1. Diagnose the current coordination of care between the different healthcare players on the patient pathway;
        2. Co-define with this multidisciplinary team an ideal patient care model and an associated action plan;
        3. Implement actions defined at local and national level.

        What was the result for our client? A reduction in patient diagnosis time and a general improvement in physician coordination, an increase in therapeutic support and a change of perspective for the sales teams.

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