Customers want seamless, personalised experiences across every channel – whether they’re browsing a website, chatting with a chatbot or speaking to a call centre agent. But delivering a frictionless journey is easier said than done. Businesses often face significant roadblocks that prevent them from providing a truly connected experience.
So how can you overcome these challenges? And more importantly, how do you prove the ROI for customer journey management?
Let’s explore the common obstacles and how to build a strong business case for optimising the customer journey in 2025.
The biggest roadblocks in customer journey management
Effective customer journey management relies on understanding and responding to customer needs in real-time. However, several barriers often get in the way:
1. Siloed data
Many businesses still struggle with disconnected systems that house customer data in different departments – marketing, sales, customer service and beyond. This fragmentation leads to incomplete customer profiles and disjointed experiences. For example, customers who recently called customer support shouldn’t have to repeat themselves when engaging via live chat.
Without a centralised engagement platform that integrates data from multiple sources, it’s impossible to provide a unified view of each customer’s journey.
2. Inconsistent omni-channel experiences
Customers expect a consistent brand experience, whether they’re interacting via email, social media or in-store. However, without a joined-up approach, they may receive conflicting messages or service levels at different touchpoints.
The issue of siloed data compounds this, as businesses can’t create consistency if they can’t even see what a customer journey looks like across platforms.
3. Lack of real-time capabilities
Today’s customers move quickly, and businesses must keep up. If your customer journey strategy relies on outdated data or manual processes, you risk missing key opportunities to engage customers at the right moment.
Without automated real-time analytics, you’ll always be on the back foot when it comes to personalisation and proactive customer journey management.
Proving the ROI of customer journey management
While improving customer journeys is essential for long-term success, proving its financial impact can be challenging. Here’s how to demonstrate the value of investing in customer journey management.
1. Align CX metrics with business goals
Customer experience (CX) improvements must be tied to measurable business outcomes. Instead of focusing solely on traditional CX metrics like Net Promoter Score (NPS), demonstrate how customer journey enhancements contribute to revenue growth, cost savings or customer retention.
For example:
- A smoother onboarding journey can reduce churn and increase customer lifetime value
- Improved self-service options can lower call centre costs
- Personalised marketing journeys can drive higher conversion rates
2. Use data-driven insights
To make a strong case for customer journey management, leverage data to show its impact. Compare key performance indicators (KPIs) before and after implementing journey improvements, such as:
- Increased customer engagement rates
- Reduced response times and resolution rates
- Higher customer satisfaction and retention
Real-time analytics and AI-driven insights can help you track different touchpoints’ effectiveness and continuously optimise journeys.
3. Build a compelling business case
Stakeholders want to see clear evidence that customer journey management delivers tangible benefits. When presenting your case, consider:
- Customer impact – Share examples of how improved journeys have enhanced customer experiences
- Financial impact – Use case studies or industry benchmarks to demonstrate cost savings and revenue growth
- Competitive advantage – Highlight how optimised customer journeys set your business apart from competitors
The future of customer journey management
As we move through 2025, customer journey management will continue to evolve, driven by AI, automation and data-driven decision-making. Businesses that proactively address common roadblocks and prove ROI will be well-positioned to build stronger customer relationships and drive long-term success.
Are you ready to master customer journey management?
Engage Hub’s advanced customer journey and experience solutions can help you create seamless, data-driven experiences that boost customer satisfaction and business performance. Get in touch to find out more, or learn more in the latest Gartner report.
