Customer Journey – From Thought to Action

Four well-known difficulties and three steps to achieve your goal

In today’s reality of the connected customer, empowered by readily available information and multiple touchpoints it has become increasingly complex for companies to chart the endless potential customer journeys consumers take. Based on a study by Sunrise, the white paper “Customer Journey – From Thought to Action” cuts through the hype of the customer journey and addresses why CMOs find it both relevant and challenging.

Furthermore, the white paper offers specific tools that can help marketing executives get started with their customer journey process illustrated with proven business cases that explain how customer journeys set the scene for commercial transition.

Businesses are still not onboard with the customer journey

In light of customer empowerment in the marketplace, companies should be more engaged with understanding the customer journey, but analysis shows that despite considering it an important theme across both B2B and B2C industries, the majority of the marketing executives don’t think they’re ready to deal with this new reality.

Why then, is there such a discrepancy between thought and action? Sunrise took a deep dive into this question.

Download white paper

4 Reasons why it’s difficult to get started working with customer journey

In collaboration with UserTribe, Sunrise conducted in-depth interviews with B2C and B2B marketing professionals across industries and found four main reasons why getting started with the customer journey process is a challenge:

1. Companies have lots of customer data – but it is not systemized or accessible

2. Everyday tasks win over strategic projects as they require time and resources

3. Data is not translated into strategic solutions and concrete actions

4. “Soft” customer insights fail to gain the same attention as hardcore sales figures

3 steps for getting started working with the customer journey

Despite these challenges to getting started with your customer journey, we offer three simple steps, that by our experience can take you from thought to action – and more importantly – create a commercial transition for your organization:


Start with what you know

Use your internal, often tacit knowledge to formulate hypotheses about the customers and the market in workshops and let this form the basis of further data collection to prove or disprove your hypotheses.


Explore the customer journey

Step into the shoes of your customers. Explore the purchasing process, its touchpoints and all the actions and motivations connected to it. Collect qualitative or quantitative data – or both – to find out how existing and potential customers experience your business compared to the competition.


Go from insight to action

Prioritize the required actions to improve the customer journey based on the most valuable insights and an effort/value-based evaluation and compile a hands-on plan of implementation.

Looking to get started working with your customer journey?

Contact Senior Consultant, Katrine Nordgaard, to talk about the possibilities of preparing your business to work with the customer journey to start your commercial transition.

Katrine has since 2018 been part of building Sunrise’s approach to working with customer insights and customer journey. Today she advises a large number of Danish and international companies on the customer journey and how to elevate brands and people to the next level.

Do you want to hear more?
Contact Senior Consultant
Katrine Nordgaard
+45 53 70 91 80 or

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