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3 Tactics for Optimizing Customer Experiences, not Touchpoints
2026-02-28 18:50 Diff
https://www.dynamicyield.com/article/experience-optimization/
Summarize this articleHere’s what you need to know:
CX optimization requires a holistic approach, not just focusing on individual touchpoints.
The key steps involve understanding customer needs, personalizing experiences, testing and launching strategies, and continuously gathering feedback.
Proactively solicit customer feedback through various channels to gain valuable insights.
Collect meaningful data to understand customer preferences and tailor experiences accordingly.
Don’t get carried away by the latest CX trends; prioritize creating a positive overall customer journey.
Serving personalized and optimized messages to customers across their journeys is no longer viewed by marketers as a luxury, but rather as a necessity. This is known as customer experience optimization (also referred to as cx optimization).
What is customer experince optimization?

Customer experience optimization is the practice of looking at data across customer touchpoints and optimizing each to ensure the best experience is delivered consistently throughout the journey. In turn marketers are now scoping out capabilities and CX service providers, who are becoming increasingly ubiquitous, and the features offered within personalization and optimization suites are becoming more and more robust.
The expansion in capabilities has led many personalization and experience optimization service providers to offer their services at every “touchpoint” of the customer journey. What this essentially means is the following – monitor the customer’s interactions with the company, isolate these interactions and subject them to optimization manipulations.
What this approach is missing, of course, is the holistic view of the customer’s experience. While it may be tempting to view the customer as merely a source of revenue stream who must receive an ideal series of interactions, marketers would be prudent to remember that their customers are human. These human customers do not analyze their interactions individually and arrive at a satisfaction level as a result of aggregation of secluded interactions. Humans simply remember one thing – was their customer experience pleasant or not and did it meet their requirements?
How to best practice experience optimization

Below are 3 tactics to employ which will grant marketers a holistic approach of their customers, thus enabling them to serve truly optimized customer experiences rather than manipulating individual interactions:
1. Listen to your customers

Rather than bombarding customers with personalized and optimized experiences, endlessly A/B/n testing and analyzing analytics reports, I posit that marketers should engage in a communication tactic rapidly disappearing from this world and which efficacy is beyond question – listening. Customers are not mysterious inaccessible creatures – they are human beings who have needs, hopes, dreams and expectations and are often more than happy to share these with the brands they consume.
All marketers have to do in order to better understand their customers – is ask. Marketers should create feedback cycles, get on calls with customers, send out surveys – and truly listen to which part of their process requires improvement. By doing so, marketers can significantly improve customer experience as they will understand what parts of the experience are the most sensitive from the customers’ perspective, and which would render over-focusing on them useless and a waste of resources.
2. Focus on what’s important

Marketers, as aforesaid, have understood that customers bestow upon them copious amounts of data, and turn to experience optimization solutions or DMPs (or companies which incorporate both features) to aggregate and execute this data. However, much of this data may be superfluous and distract marketers and cause them to focus on insignificant data while overlooking meaningful data which has the potential to provide actionable insights.
By intelligently collecting and storing meaningful data, marketers are able to better understand what really matters to their customers and how they view their journey, thus providing them with better opportunities to optimize experiences. For example, understanding a customer’s browsing journey can lead to a more complete understanding of what the customer cares about. Collecting this data rather than focusing on other less important data helps marketers zero in on the customer’s experience. Furthermore, understanding that a customer located in Paris is actually a customer whose previous location recordings were in New York may help marketers understand that said customer is on holiday and may be more interested in a souvenir, a tourist attraction, an art gallery visit or a piece of boutique clothing rather than gardening tools or real estate.
Bottom line is – data matters but meaningful data matters more . Marketers should focus on meaningful data to understand what their customer truly expects and works to improve their overall experience (see our XP² Learning Path Lesson on structuring the experience optimization process in Developing a 4-step conversion optimization strategy).
3. Embrace paradigm shifts and strategizing

Marketers often get excited by the possibilities experience optimization offers. How cool would it be if I could offer truly personal recommended content? How awesome would it be to test different headline titles? It would undoubtedly be awesome and cool but if that’s what marketers are focusing on their customers may feel unvalued.
Rather than incessantly optimizing – marketers should sit down with various members of their teams and come up with a holistic approach to customer experience. As aforesaid, customer experience is more than the sum of its parts. Marketers should strive to understand their customer experience needs, create a strategy for personalizing and optimizing customer experiences, test them out, launch and proceed to solicit constant feedback – and repeat.
In Summary

Optimizing and personalizing touch points is a worthy exercise. However, as the saying goes, “the details of life have a tendency to interfere with the actual living of life”. By focusing on customers’ overall experience, marketers can provide an improved interaction with, and memory of, their brands.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-9342" class="et_pb_post post-9342 article type-article status-publish has-post-thumbnail hentry article-category-testing-optimization article-industry-agnostic article-tags-customer-experience-management article-function-bi-analytics article-function-leadership article-function-marketing article-type-tactical-guides"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/testing-optimization/ ">A/B Testing &amp; Optimization</a></div><h1 class="article-title">Digital customer experience optimization: A holistic approach</h1><h2 class="article-excerpt">Understand why customer experience is greater than the sum of its parts—and how marketers can truly improve their personalization and optimization efforts.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg"  alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">CX optimization requires a holistic approach, not just focusing on individual touchpoints.</li><li style="margin: 10px 0;">The key steps involve understanding customer needs, personalizing experiences, testing and launching strategies, and continuously gathering feedback.</li><li style="margin: 10px 0;">Proactively solicit customer feedback through various channels to gain valuable insights.</li><li style="margin: 10px 0;">Collect meaningful data to understand customer preferences and tailor experiences accordingly.</li><li style="margin: 10px 0;">Don&#8217;t get carried away by the latest CX trends; prioritize creating a positive overall customer journey.</li></ul></div><p></p><p>Serving personalized and optimized messages to customers across their journeys is no longer viewed by marketers as a luxury, but rather as a necessity. This is known as customer experience optimization (also referred to as <em>cx optimization</em>).</p><h2>What is customer experince optimization?</h2><p>Customer experience optimization is the practice of looking at data across customer touchpoints and optimizing each to ensure the best experience is delivered consistently throughout the journey. In turn marketers are now scoping out capabilities and CX service providers, who are becoming increasingly ubiquitous, and the features offered within <a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> and optimization suites are becoming more and more robust.</p><p>The expansion in capabilities has led many personalization and experience optimization service providers to offer their services at every &ldquo;touchpoint&rdquo; of the customer journey. What this essentially means is the following &#8211; monitor the customer&rsquo;s interactions with the company, isolate these interactions and subject them to optimization manipulations.</p><p>What this approach is missing, of course, is the <em>holistic</em> view of the customer&rsquo;s experience. While it may be tempting to view the customer as merely a source of revenue stream who must receive an ideal series of interactions, marketers would be prudent to remember that their customers are <em>human</em>. These human customers do not analyze their interactions individually and arrive at a satisfaction level as a result of aggregation of secluded interactions. Humans simply remember one thing &#8211; was their customer experience pleasant or not and did it meet their requirements?</p><h2>How to best practice experience optimization</h2><p>Below are 3 tactics to employ which will grant marketers a holistic approach of their customers, thus enabling them to serve truly optimized customer experiences rather than manipulating individual interactions:<a href="https://www.dynamicyield.com/wp-content/uploads/2015/08/1_blogpost_customer_experience.jpg"><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-9347" src="https://www.dynamicyield.com/wp-content/uploads/2015/08/1_blogpost_customer_experience.jpg" alt="Listen to Your Customers" width="795" height="84" /></a></p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2015/08/2_blogpost_customer_experience.jpg"><img decoding="async" class="aligncenter size-full wp-image-9348" src="https://www.dynamicyield.com/wp-content/uploads/2015/08/2_blogpost_customer_experience.jpg" alt="Focus on What&rsquo;s Important" width="795" height="84" /></a></p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2015/08/3_blogpost_customer_experience.jpg"><img decoding="async" class="aligncenter size-full wp-image-9349" src="https://www.dynamicyield.com/wp-content/uploads/2015/08/3_blogpost_customer_experience.jpg" alt="Paradigm Shifts and Strategizing" width="795" height="84" /></a></p><h3>1. Listen to your customers</h3><p>Rather than bombarding customers with personalized and optimized experiences, endlessly A/B/n testing and analyzing analytics reports, I posit that marketers should engage in a communication tactic rapidly disappearing from this world and which efficacy is beyond question &#8211; <em>listening</em>. Customers are not mysterious inaccessible creatures &#8211; they are human beings who have needs, hopes, dreams and expectations and are often more than happy to share these with the brands they consume.</p><p>All marketers have to do in order to better understand their customers &#8211; is ask. Marketers should create feedback cycles, get on calls with customers, send out surveys &#8211; and truly listen to which part of their process requires improvement. By doing so, marketers can significantly improve customer experience as they will understand what parts of the experience are the most sensitive from the customers&rsquo; perspective, and which would render over-focusing on them useless and a waste of resources.</p><h3>2. Focus on what&#8217;s important</h3><p>Marketers, as aforesaid, have understood that customers bestow upon them copious amounts of data, and turn to experience optimization solutions or DMPs (or companies which incorporate both features) to aggregate and execute this data. However, much of this data may be superfluous and distract marketers and cause them to focus on insignificant data while overlooking meaningful data which has the potential to provide actionable insights.</p><p>By intelligently collecting and storing meaningful data, marketers are able to better understand what <em>really</em> matters to their customers and how they view their journey, thus providing them with better opportunities to optimize experiences. For example, understanding a customer&rsquo;s browsing journey can lead to a more complete understanding of what the customer cares about. Collecting this data rather than focusing on other less important data helps marketers zero in on the customer&rsquo;s experience. Furthermore, understanding that a customer located in Paris is actually a customer whose previous location recordings were in New York may help marketers understand that said customer is on holiday and may be more interested in a souvenir, a tourist attraction, an art gallery visit or a piece of boutique clothing rather than gardening tools or real estate.</p><p>Bottom line is &#8211; <a class="inline-twitter-link inline-tweet-click" href="#" onclick="inline_tweet_sharer_open_win('https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.dynamicyield.com%2Farticle%2Fexperience-optimization%2F&text=RT+%40DynamicYield%3A+data+matters+but+meaningful+data+matters+more+https%3A%2F%2Fwww.dynamicyield.com%2Fblog%2F3-tactics-for-optimizing-cx%2F');" title="Tweet This!">data matters but meaningful data matters more <span class="non-dashicons"> </span></a>. Marketers should focus on meaningful data to understand what their customer truly expects and works to improve their overall experience (see our XP&sup2; Learning Path Lesson on structuring the experience optimization process in <a href="https://www.dynamicyield.com/lesson/cro-plan/">Developing a 4-step conversion optimization strategy</a>).</p><h3>3. Embrace paradigm shifts and strategizing</h3><p>Marketers often get excited by the possibilities experience optimization offers. How cool would it be if I could offer truly personal recommended content? How awesome would it be to test different headline titles? It would undoubtedly be awesome and cool but if that&rsquo;s what marketers are focusing on their customers may feel unvalued.</p><p>Rather than incessantly optimizing &#8211; marketers should sit down with various members of their teams and come up with a holistic approach to customer experience. As aforesaid, customer experience is more than the sum of its parts. Marketers should strive to understand their customer experience needs, create a strategy for personalizing and optimizing customer experiences, test them out, launch and proceed to solicit constant feedback &#8211; and repeat.</p><h2><strong>In Summary</strong></h2><p>Optimizing and personalizing touch points is a worthy exercise. However, as the saying goes, &ldquo;the details of life have a tendency to interfere with the actual living of life&rdquo;. By focusing on customers&rsquo; overall experience, marketers can provide an improved interaction with, and memory of, their brands.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/customer-experience-management/">Customer Experience Management</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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