Customer Journey & Digital Process Optimization

Introduction

The Hague Clinic was preparing for a major digital expansion. Demand for treatments was rising, customer expectations were higher than ever, and the clinic needed a seamless experience across the website, customer app, CRM, and internal workflows.

But the digital ecosystem wasn’t ready. Customer journeys were fragmented, backend processes created friction, and teams lacked a unified structure for improvements and releases.

My role was to stabilize digital operations, redesign key customer journeys, and prepare the entire organization for growth, ensuring customers experienced a smooth, rewarding journey from booking to aftercare.

The Core Problem

The clinic’s digital experience struggled with three major issues:

1. Fragmented customer journeys

Booking flows differed between website, app, and CRM
Customers couldn’t view treatment history — limiting transparency and progress-tracking
No reward mechanisms, reducing loyalty and repeated bookings

2. Inefficient internal workflows

Backoffice teams worked with inconsistent processes
Data flow between marketing, operations, and development lacked structure
Issues created unnecessary delays, support questions, and rework

3. No scalable release & upgrade framework

No structured UAT cycle or dependency mapping
New ideas struggled to move from concept → implementation → launch
Growth plans required a cleaner digital foundation

The result: customers experienced friction, teams spent time fixing avoidable issues, and the digital platform wasn’t ready to scale.

Discovery & Research

Customer Journey Analysis

Analysed full journeys from booking → reminders → treatment → aftercare
Reviewed customer feedback to identify confusion points and missing features
Mapped emotional value moments: progress tracking, recognition, consistent communication

System & Process Review

Documented all as-is and to-be flows in BPMN
Identified repetitive manual work and UX inconsistencies
Evaluated CRM logic, app flows, website paths, and operational handovers

Stakeholder Alignment

Workshops with marketing, operations, development, and external partners
Prioritized improvements based on customer impact + operational feasibility
Established shared ownership for changes and releases

Release & Readiness Work

Defined UAT scenarios for all new digital features
Created acceptance criteria, risk mapping, and dependency lists
Prepared a clear digital roadmap aligned with growth plans

What I Delivered

1. A redesigned and rewarding customer app experience

Added treatment history so customers can track progress over time
Introduced percentage-based progress insights (e.g., how far they are in their treatment plan)
Implemented a loyalty system where customers earn coins for bookings
Coins can be redeemed for products, discounts, or free treatments
Improved UX flows for booking, reminders, and confirmations across channels

2. Streamlined internal and operational processes

Built unified CRM and backoffice flows that reduced errors
Clarified responsibilities and reduced internal handovers
Created scalable BPMN models for consistent execution

3. A strong, scalable release structure

Implemented structured release planning with UAT, acceptance testing, and risk management
Set up workflows that support future upgrades and digital innovations
Enabled smoother collaboration between all teams involved

4. Cross-team digital alignment

Unified marketing, operations, and development around shared priorities
Replaced reactive issue-handling with clear, stable digital processes
Created the clinic’s digital roadmap for the coming year

Business Results

The redesigned digital ecosystem drove major improvements:

+200% revenue growth through optimized flows and new digital channels
+35% higher customer retention thanks to loyalty coins, better progress visibility, and smoother journeys
Significant reduction in customer mistakes due to clearer flows and consistent UX
Faster processing times through aligned processes and automated logic
Higher customer engagement through treatment-history visibility and reward incentives

Outcomes & Impact

Closing Thoughts

We delivered a custom CRM with a direct API integration to the ERP, giving the business accurate customer data, clear pricing logic, and real margin visibility.This setup now supports higher conversion, better commercial decisions, and scalable revenue growth.

Client

De Jong Verpakking