Customers already expect more than just a selection of answers—they want experiences that anticipate their needs and act proactively. Technologies such as CRM, AEO and personalized content in inbound marketing play a central role here. But how can companies use these opportunities to remain relevant? In our new blog post, we show exciting findings from the tourism industry and transfer them to other sectors. Read now and find out how you can take customer journeys to the next level in your company!
The customer journey has changed significantly in recent years as a result of technological advancements — but the next, even more comprehensive transformation is almost certainly imminent. This is driven not only by technologies, but above all by the increasing demands of customers, who are interacting with these technologies in an increasingly targeted manner.
What does the customer journey of the future look like? Not reactively, but proactively — and it will change your business.
The opportunities available today are impressive: Data, algorithms and personalized bots are already shaping many interactions. We believe that two or three new major tools (or further developments such as AI Overviews, or Search GPT) are to be expected that will bring about changes across industries — a connecting platform that brings everything together with a focus on the customer and their interests and characteristics. As usual, we expect that one of these major players will present appropriate tools. As in recent years, as a new standard with open interfaces for the respective individualizations in a wide variety of industries.
In your role, are you now responsible for a corporate strategy or a marketing strategy, so you become aware relatively quickly that these assumptions and some established innovations have a major influence on strategies and the resulting projects. But what is effectively the task of companies? What are the tasks of industry associations? Is it necessary to be at the forefront or wait until others make the investments and follow suit? As part of an assignment for a customer from the tourism industry, we were able to ask ourselves these questions. This explains why I am increasingly using examples from this industry in this article.
A central component of digital transformation is inbound marketing. Companies know their sales funnels and know that advertising is expensive and often no longer ROI achieved as usual. The opportunities in the area of inbound marketing with the new efficiency-bringing tools bring new approaches. Relevant content that specifically addresses customers along their customer journey, tools for upselling and cross-selling, and the automated basics of referral marketing.
Imagine: A potential customer is planning a trip. At a prompt, he finds inspiration for his itinerary, while a checklist helps him prepare. Through further choices and answers in the chat/bot, the trip is created, including accommodation, sights, catering options, transportation options and experiences. This is all based on his preferences, interests, travel companion and budget. Plan your trip within a few clicks, some reservations have been made and accommodation and tickets have been paid for. During the trip, he receives personalized recommendations that are based on his preferences and unforeseeable incidents and automatically refine travel plans. This example shows how the tasks and potential of tools and inbound marketing will be in the future.
As a company with service offerings in the areas Consulting, conceptions, inbound marketing, transformation and technical integrations Is it important for us at Yoline that we keep abreast of the latest developments in the areas marketing, communications and digitization Follow along. You may remember our contribution which took a look at the future of tourism:”Artificial intelligence - Where is the journey going?“. Based on discussions in this area, we at Yoline were tasked with evaluating potential for success. We are currently analyzing potential business models and evaluating tools and technologies. We use these findings to identify potential applications and recommend strategies.
The example above has impressively shown that the future of the customer journey is shaped by intelligent systems and open APIs that not only plan experiences, but also seamlessly link them together. Especially in tourism, where customers use a variety of different offers, it becomes clear how important personalized and networked solutions are. But the findings can be transferred to almost every industry. We give examples to help you understand:
When you book a hotel, a personal digital companion is automatically activated. This offers support via apps or digital info points and suggests personalized activities and services based on individual preferences.
Such a concierge could:
Companies can already prepare such scenarios today by linking existing CRM data with AI tools.
Instead of isolated bookings and offers, all experiences are interconnected. After reserving accommodation, systems could automatically make additional suggestions, such as:
Traveling with several people often entails different interests and needs. An intelligent system could automatically compensate for this by:
Modern systems make it possible to adjust plans in real time. Based on current data such as weather, availability and spontaneous interests, guests receive alternatives that can be implemented immediately.
Examples include:
Four use cases and numerous resulting questions; whether there will be a digital concierge service, or a comprehensive travel consultancy that provides access and information to all relevant touchpoints in the customer journey (potentially even has access to your Google Wallet). And will this travel support be provided phygital or completely digitized by an effective customer advisor? It is not a question of recognizing all these answers, but rather of recognizing the resulting thrusts. Such networked solutions are based on the intelligent use of customer data and a deep understanding of their needs.
Key findings:
Based on these examples of a more touristic nature, we already recognize overarching schemes that could also change other industries. Customers are increasingly expecting proactive support and solutions that seem to be made for them.
The future of the customer journey is not reactive—it is proactive and individual.
Personalization is already a huge topic in the areas of communication, marketing and customer support — it is the basis for sustainable business success. Both externally and internally, of course. We believe that personalization will enable companies not only to accompany customers, but also to anticipate their needs and create offers that are tailored exactly to them. Some would already raise an objection here that this is already possible through your CRM or marketing automation tool. Agreed and well done — you're on the right track!
The key to profitable personalization lies in the intelligent use of data. While CRM systems play a central role in this, modern personalization goes far beyond classic customer databases. It combines technical setups, access to information, and AI-based automation to create a seamless, efficient experience. Automated, when appropriate and comprehensively set up.
CRM systems help companies to store, segment and analyze customer data in a structured way. From purchase histories to surfing behavior and feedback, valuable insights can be gained that enable a personalized approach. Just briefly imagine the potential of a modern ERP working intelligently with your CRM and communication channels.
In order to achieve modern personalization, this data must not only be passively stored, but actively used. AI-based tools are already playing a central role in this today and will make this even stronger through expected technologies. :
Effective personalization requires not only high-quality data, but also a sophisticated technical infrastructure. Companies that adapt their systems to the future today create clear competitive advantages. By the way, customer journeys are not digital, but phygital.
Even without major investments in new systems, companies can already benefit from personalization. The clever use of existing data and processes creates direct added value:
While many processes are still manual or semi-automated today, it can be assumed that the future of personalization will be entirely shaped by AI. The possibilities are huge:
The willingness to share personal information is a sensitive issue. Many customers are skeptical when it comes to data protection. At the same time, practice shows that when there is clear added value, customers are ready to share their data and information. For example, currently recognized in individualized bots or prompts. Although they are rather ignorant about the data processing of such tools.
Companies must clearly communicate how data is being used and how customers benefit from it. Dealing with information transparently strengthens trust and increases acceptance.
A lot of relevant information — from purchase histories to interaction data — is already available. The task is to link these in a meaningful way and translate them into personalized offers. This results in proactive recommendations that inspire customers along their entire customer journey.
Personalization is increasingly dominated by AI-based systems. Companies that now optimize their CRM systems, adapt their technical setups and integrate AI tools not only create short-term added value, but also secure a place for themselves in a data-driven market in the long term.
The future belongs to companies that not only store data, but actively use it — to create experiences that truly inspire their customers.
Digital transformation has already equipped companies with a variety of technologies. Databases, algorithms and platforms have long been established. But the potential of these technologies is often underutilized because there is a lack of a connecting solution — a platform that seamlessly brings together data, processes, and customer needs.
Instead of simply providing customers with answers or isolated results, the future lies in acting proactively: anticipating needs, creating meaningful connections and designing complete experiences. Companies that implement this not only become more relevant, but can also sustainably change entire industries.
The rules of the game in inbound marketing, such as customer knowledge and customer loyalty, are changing. It is not necessary to license every tool, it is important to understand trends and to understand the focus on the part of customers. SEO ranking factors are changing, AEO is becoming a big name, structured data and platforms such as Google Shopping are gaining in importance, while classic SEO strategies alone will no longer be enough. Digital transformation is no longer just a competitive advantage — it is becoming the basic requirement for a competitive customer journey. Companies must act now so as not to lose touch.
But why is this blog post actually about? Of course, you could also read similar visions and hypotheses in tech forums or on specialized platforms. But as management of companies, we recognize the focus of this contribution. It is more about Identify trends, directions and potentials.
The examples presented — from digital ecosystems to phygital processes — serve to make tangible what the future could look like. They show operational scenarios that should provide companies with guidance in order to adapt to these developments at an early stage. But in essence, Yoline is about a completely different approach: Getting companies ready for transformation.
Digital transformation doesn't start with implementing new tools, but with a fundamental analysis:
It is not a question of implementing everything immediately. It is more about preparation: to formulate strategies to build structures, budgets adapt and ensure that your company remains flexible to incorporate new developments
Imagine a new competitor offering a fully integrated booking and recommendation solution — your offers don't appear there. Customers opt for the connected solution and you lose market share in the long term.
In the short term? Not that much at all. On the contrary, resources can be invested more intensively in currently functioning processes. It is therefore quite possible that companies that do not invest now will initially save costs — for example for research, strategies or pilot projects. But the tide could change in the medium term:
At Yoline, we understand digital transformation as a process. Our task is to strategically orient companies so that they are not only part of the change, but can also actively shape it. That means:
Ready to tackle the future?
Digital transformation doesn't wait. Now is the right time to rethink your strategy, take the first steps and secure long-term competitive advantages. Together, we develop strategies that drive your digital transformation — from analysis to implementation. Let us actively shape the future of your customer journey.
With inbound marketing, we address your customers exactly when they're looking for solutions. We optimize every step of the customer journey — from initial interest to purchase decision — with targeted, relevant content, on the right channels at the right time. The result? A seamless, personal experience that creates trust and keeps customers engaged over the long term.
Inbound marketing is a marketing strategy that attracts potential customers through relevant and valuable content, informs, inspires and motivates them to buy. Instead of relying on direct advertising and cold calling, inbound marketing focuses on creating and distributing content that appeals to the target group and solves their problems. The process comprises four key phases: Attract, Convert, Close, and Inspire.
It depends entirely on your company and goals. We always start with a clear plan and measurable goals — from quick wins to long-term milestones. One thing is certain: We'll stay tuned until you see the results.
Wir machen dein Business fit für die Zukunft. Mit smarten Strategien und digitalen Lösungen begleiten wir dich und dein Team von der Idee bis zur Umsetzung. Unser Ziel? Bald schon wieder weg zu sein und von extern den nachhaltigen Erfolg deiner Brand zu sehen. Wir verbinden menschliche Kompetenz mit Technologie und den Werten deines Unternehmens. Klingt gut, oder?
