The Impact of the Customer Journey on the Formation of a Company’s Value Proposition

Citation: Serhii Katkov, "The Impact of the Customer Journey on the Formation of a Company’s Value Proposition", Universal Library of Business and Economics, Volume 02, Issue 01.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This study investigates the influence of the customer journey on the development of a company’s value proposition amid the ongoing wave of digital transformation. Contemporary consumer expectations increasingly hinge on seamless, personalized interactions that transcend mere product attributes. Consequently, organizations must integrate customer journey analytics into strategic planning to remain competitive. The primary objective of this research is to examine how different stages of the customer journey—ranging from initial awareness to post-purchase engagement—affect perceived value and how personalization techniques can drive loyalty. By exploring data collection and analysis methods, alongside emerging technologies such as Big Data, artificial intelligence, and machine learning, the study illustrates how personalized offerings can be effectively implemented at each stage. Notable examples, including Amazon and Tesla, demonstrate how leveraging personalized data can enhance both customer satisfaction and long-term loyalty. Additionally, the analysis underscores that the adoption of omnichannel platforms and data-driven communication (e.g., telephony solutions and call centers) enables more dynamic consumer interactions, resulting in improved market positioning. Findings confirm that companies integrating rigorous customer journey analytics and personalization strategies bolster their competitive advantages while fostering deeper, more lasting customer relationships. This research offers practical insights for marketers, analysts, and customer service professionals seeking to harness cutting-edge technology to elevate the customer experience.

Keywords: Digital Transformation, Customer Journey, Value Proposition, Personalization, Big Data, Artificial Intelligence, Machine Learning, Data Analysis, Customer Experience, Loyalty, Marketing, Omnichannel Platforms, Adaptation Strategies, Competitive Advantages, Consumer Expectations.

https://doi.org/10.70315/uloap.ulbec.2025.0201005