Customer Experience Consulting: From Strategy to Solution

Aligning with an overarching digital and AI strategy is becoming increasingly important for designing profitable customer experiences. Use qualitative and quantitative data (interaction history, contextual and behavioral data, customer feedback, market analyses) to understand your customers’ needs, intentions, and (future) expectations and make the right decisions.

Practical Tips:

• Define clear targets for the customer journey and link them to business KPIs such as revenue, conversion rate, repurchase rate, and customer lifetime value (CLV).
• Align all CX optimization measures with your long-term corporate and transformation strategy, such as new business models, product diversification, and an omnichannel roadmap.
• Prioritize use cases based on business impact and measure this impact using clear metrics such as customer satisfaction (Net Promoter Score, NPS), churn rate, and retention.
• Use AI analytics for well-founded, transparent forecasts, such as those regarding demand, churn risks, and next best action.

Discover solutions for your CX strategy

The right technologies and a fully integrated system landscape are essential for scalable, consistent, and high-performance customer experiences. Create the technological foundation for fast, secure processes—from product and solution search to checkout and after-sales.

Practical Tips:

• Rely on modular, API-first architectures (composable tech stack) to respond flexibly to future requirements.
• Consolidate your data, system, and process landscape to minimize complexity.
• Establish the regulatory framework for control, governance, and IT security—especially for AI innovations and compliance-critical aspects such as data protection (GDPR).

Discover CX & Commerce Technologies

Customers expect transactions without media breaks and seamless transitions between different touchpoints—from in-store consultations to shopping via an app to support from AI agents or human service representatives. Minimize friction points and connect all relevant touchpoints into a consistent customer journey in which interactions are integrated across media and channels.

Practical tips:

• Consolidate customer data and establish uniform data structures across all channels, e.g., via a Customer Data Platform (CDP).
• Ensure real-time synchronization of content and data between different platforms (prices, availability, transactions).
• Establish cross-channel use cases, such as Click & Collect and in-store returns.
• Make business logic and data centrally available by implementing scalable systems for Product Information Management (PIM) and Master Data Management (MDM).
• Enable centralized management of digital assets (Digital Asset Management, DAM) and their efficient distribution across different channels.

Discover omnichannel solutions with PIM, DAM, and MDM

Content remains a crucial lever for brand building, customer loyalty, brand presence, and visibility. However, it’s no longer enough to simply optimize content for human audiences, search engines, various channels, formats, and markets—it must also be optimized for AI. This means that content must be relevant, readable, and understandable for large language models (LLMs) such as ChatGPT, Gemini, and others.

Practical Tips:

• Use your SEO roadmap as a foundation and adapt it for Generative Engine Optimization (GEO) or AI Engine Optimization (AEO).
• Design content for specific use cases, such as glossaries and checklists for GEO/AEO; expert interviews to provide in-depth information on specific customer interests, advice, and inspiration.
• Optimize content in a data-driven way, e.g., through A/B testing and systematic performance analyses.
• Automate and scale content production with AI (text, image, and video generation).

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Personalized experiences are among the strongest drivers of repeat purchases, brand loyalty, and word-of-mouth recommendations. A personalized and context-sensitive approach, relevant and reliable information delivered to the right people at the right time, credibility, and personal relationships are what matter most in a world where AI-generated responses and content are ubiquitous.

Practical Tips:

• Start with simple segments and gradually develop strategies for 1:1 personalization.
• Use contextual and behavioral data for dynamic recommendations (Next Best Offer).
• Deploy Conversational AI (chatbots, virtual assistants) in support, service, and consulting, and automate workflows with Agentic AI.
• Establish ethical, regulatory-compliant practices that ensure legally compliant Consent Management, data protection, and transparency for your customers.

Discover solutions for personalized CX

Customer loyalty, brand loyalty, and lasting relationships are built primarily through values and user experiences. According to PwC, 46% of companies expect today’s loyalty programs to be ineffective in three years if an experience-driven transformation does not take place. What matters in the long run: trust and a sense of personal connection to your brand.

Practical tips:

• Communicate transparently, consistently, and in an approachable manner.
• Create added value through community offerings, exclusive service benefits, and membership programs.
• Establish strategic (re)engagement campaigns that go beyond individual transactions.
• Use customer feedback (e.g., from reviews and surveys) and respond to it actively and visibly.

Discover solutions for customer engagement & loyalty

Customer expectations are changing faster than many organizations can respond. Companies must test, measure, and iteratively refine their CX initiatives in a data-driven way to remain competitive in the long term. AI can provide support in nearly every area: from real-time analytics and forecasts for data-driven recommendations to implementation through meaningfully integrated AI applications in marketing, sales, service, and commerce.

Practical Tips:

• Conduct regular performance and effectiveness measurements (A/B testing, multivariate testing) to identify weaknesses early on and make targeted improvements.
• Use AI for proactive optimization, e.g., through anomaly detection and predictive analytics.
• Implement department- or team-specific dashboards that ensure clarity, transparency, and real-time monitoring.

Optimize the customer experience with AI

valantic supports you at every step and for specific use cases in optimizing customer experiences. An overview of our CX services:

• AI-powered CX: Development and implementation of AI applications for marketing, sales, service, and commerce processes, e.g., implementation of dialogue-driven AI assistants (Conversational AI) and Generative AI (GenAI), Agentic AI for workflow and test automation, intelligent monitoring, reporting, and predictive analysis
• CX Strategy Development: Status assessment, touchpoint evaluation, and definition of requirements; prioritization of use cases; and development of an actionable roadmap—aligned with the overarching corporate and transformation strategy, such as AI, data, and omnichannel strategies
• CX Monitoring: Ongoing monitoring of the performance of CX and commerce applications; performance analyses of touchpoints and services based on more than 200 CX metrics and KPIs
• Content Management: Development of omnichannel content strategies; implementation of AI applications for automated content creation, personalization, and efficient distribution across different channels, formats, and target audiences
• Conversion Rate Optimization (CRO): AI-powered A/B testing, touchpoint analysis, and evidence-based user research
• Customer Engagement: Business discovery and technology evaluation; implementation of AI-powered CRM systems; data-driven optimization of loyalty programs and campaign automation
• Digital Accessibility: Consulting, planning, and implementation of accessible, intuitive, and easy-to-understand customer experiences for all user groups
• Digital Marketing: Harmonization of data, processes, and systems to ensure comprehensive customer insights (interactions, history, preferences, and context); data-driven optimization and management of campaigns; AI-powered automation and personalization
• GEO/AEO & SEO: Audits and workshops for the evaluation, development, and implementation of strategies for Generative Engine Optimization (GEO) and AI Engine Optimization (AEO), as well as the further development of SEO initiatives to increase visibility and brand presence for both humans and AI
• PIM/MDM/DAM: Data structuring and consolidation of data sources to create a central, unified database (single source of truth); implementation of high-performance systems for Product Information Management (PIM), Digital Asset Management (DAM), and Master Data Management (MDM)
• Product Experience Management (PXM): Harmonization of data, processes, systems, and CX strategies to design context-based product experiences
• Quality Assurance & Software Testing: Manual, automated, and AI-supported software testing to ensure fast, secure, and seamless processes, high-performance, resilient systems, and the availability of digital applications
• UX Design: Design, development, and implementation of cross-media user and brand experiences with a focus on visually and functionally optimized user interfaces (UI), intuitive navigation and content, cross-media usability, and accessibility for diverse user groups

As an implementation partner and strategic consultant for more than 30 CX and commerce technologies, valantic offers access to a broad portfolio of software solutions for a variety of application areas: from traditional e-commerce systems and enterprise-grade commerce platforms for B2B and B2C, to CRM and CMS applications for marketing, sales, and service, all the way to solutions for Product Experience Management (PXM), PIM, DAM, and MDM.

Our core technologies for CX and commerce:

• Adobe – including Adobe Commerce, Adobe Experience Cloud, and Adobe Journey Optimizer
• Akeneo – Product Experience Management (PXM)
• Antavo – Customer Engagement & Loyalty
• Bloomreach – Customer Engagement & Marketing
• Cloudinary – Digital Asset Management (DAM)
• commercetools – Composable Commerce
• Contentful – Content Management System (CMS)
• Contentserv – Product Experience Management (PXM)
• HubSpot – Customer Relationship Management (CRM)
• Hyvä – Digital Commerce Platform
• Ibexa – Digital Experience Platform (DXP)
• Magento Open Source – Digital Commerce Platform
• Optimizely – Digital Experience Platform (DXP)
• Pimcore – Product Information Management (PIM)
• pixx.io – Digital Asset Management (DAM)
• Salesforce – Customer Relationship Management (CRM)
• SAP Customer Experience Suite, including SAP Sales Cloud, SAP Service Cloud, SAP Commerce Cloud, SAP Engagement Cloud (formerly Emarsys), SAP CPQ, and SAP CDP/CDC
• Scayle – Digital Experience Platform (DXP)
• Shopify – Digital Commerce Platform
• Shopware – Digital Commerce Platform
• Spryker – Digital Commerce Platform
• Storyblok – Content Management System (CMS)
• Syndigo – Master Data Management (MDM)
• trbo – Customer Engagement & Personalization
• valantic AI Suite – AI-powered CX & Commerce Solution
• Viamedici – Product Information Management (PIM)
• VTEX – Composable Commerce
• Zendesk – Customer Service
• Zenloop – Customer Engagement & CX Automation

When developing a CX strategy, we typically combine several customized methods, frameworks, and models, some of which build on and complement one another. The key methods we use in our CX consulting services are:

• Customer Research (qualitative and quantitative)
• Target audience models
• Voice of the Customer & NLP (Natural Language Processing) Analyses
• Customer Journey Mapping
• Service Blueprinting
• Experience Principles and Service Guidelines
• Co-Creation & Design Thinking
• Rapid Prototyping and Usability Testing
• Content & Interaction Design Patterns
• Value Pools & Outcome Mapping
• Opportunity Sizing or Business Cases
• Hypercare or Experimentation Frameworks (A/B Tests)
• Governance & Operating Model Design
• Capability Assessments
• Experience Playbooks
• OKR Frameworks & Alignment Workshops
• Net Promoter Score (NPS)

Depending on its level of maturity and area of application, AI can play a comprehensive role in shaping the customer journey and influence the customer experience directly or indirectly, for example through

• Generative AI (GenAI) for content creation and personalization, data structuring, knowledge and document management
• Agentic AI for intelligent workflow and campaign orchestration in marketing, sales, service, and commerce
• Conversational AI for dialogue- and language-based AI assistance, real-time support, and self-service
• Predictive analysis for forecasting customer needs, demand trends, inventory planning, and pricing
• Machine Learning for analytically grounded customer insights, proactive optimization, and data-driven decisions (Next Best Action), automated tracking and performance testing, and anomaly detection

Yes, because AI-driven optimization of the customer experience enables companies to build sustainable business value and gain a competitive edge.

From 2024 to 2025, companies increased their budgets for digital experiences by 83 percent; at the same time, 83 percent of experts expect investments in CX to continue to rise, most notably in customer-centric process optimization (Deloitte Digital CX Study 2025).

Successful customer experiences leave a positive impression, foster long-term relationships, and drive repeat and measurable conversions by:

• Build trust in your brand and products (Value of Trust): Consumers prefer experiences that convey credibility and offer convenience (McKinsey).
• Enabling fast, seamless, and secure processes: Simple checkout, transparent delivery communication, and returns processing increase the average order value (AOV) and repeat purchase rates (Deloitte).
• Offering relevant content and genuine solutions: UX, personalization, and seamless omnichannel experiences have a greater impact on Customer Lifetime Value (CLV) than traditional discount programs (PwC).
• Encourage repeat business and referrals: Higher referral rates lower the customer acquisition cost (CAC) and boost organic growth (KPMG).

1. Our Mission: CX Solutions with Measurable Business Value
We begin every project with a comprehensive assessment of our clients’ business, technology, and CX requirements. We listen to gain a thorough understanding of their challenges and goals; we test, prioritize, and scale value-creating ideas, validate hypotheses, and ensure transparency in our results. Throughout this process, we align every step with measurable KPIs and focus on use cases that have been proven to deliver the highest ROI.

2. End-to-End Expertise Through Interdisciplinary Teamwork
More than 1,400 CX experts from our dedicated Competence Centers pool their specialized expertise. We work across departments and in close collaboration with our clients to increase the overall value of the customer journey. In doing so, we take into account all dimensions and phases of digital transformation—from the corporate vision to organizational, process-related, and technological requirements. Our end-to-end approach is based on a 360-degree digital strategy that is optimized and intelligently enhanced using AI.

3. Technology-Agnostic CX Consulting
As an implementation partner for more than 30 technology providers in CX and commerce, we offer solution-neutral (system-agnostic) consulting and deliver tailor-made solutions for various business models, use cases, and objectives: whether it’s a lean e-commerce platform or an enterprise-grade Digital Experience Platform (DXP), a composable tech stack, innovative applications for marketing, sales, and service, AI-powered automation, cybersecurity, or payment services.

For our clients, this comprehensive technology expertise means: agility and innovation without vendor lock-in, tech ownership through the empowerment of their IT teams, and the assurance of their digital sovereignty.

4. Industry experience from over 2,000 projects in B2B and B2C
In our CX consulting, we draw on best practices and experience from a total of more than 2,000 digital transformation projects over the past five years. Our shared success stories demonstrate that we understand our clients’ challenges and deliver industry-specific solutions. Our portfolio of clients includes DAX-listed corporations and leading mid-sized companies in B2C and B2B, including the chemical, manufacturing, and automotive industries, logistics, research, pharmaceuticals and medical technology, as well as well-known retail and CPG brands, energy providers, insurance companies, and financial service providers.

5. Analytical Understanding of Markets & People
We approach every transformation project with an analytical perspective on current market trends, global economic developments, and industry challenges. This holistic view of technology, business, and CX requirements not only lays the foundation for proactively responding to fast-paced markets and rising customer expectations, but also for identifying trends, innovation opportunities, and business potential early on and leveraging them effectively.