Visualizing and Mapping the Customer Journey | Tove Lundell from Custellence 

Rick Veronese: Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds, letting the artificial intelligence do all the work, and increasing conversions by more than 50% while you keep doing marketing as usual. Check us out on pathmonk.com.

Welcome to today’s episode of Pathmonk Presents. Let’s talk about today’s guest. Today we’re joined by Tove from Custolens. Custolens is a customer journey mapping platform. Tove, it’s good to have you on today’s show. How are you doing?

Tove Lundell: Thank you. I’m happy to be here. I’m doing really good. How about you?

Rick: Doing well, thanks. Doing pretty well. So, we were just talking offline, and I mentioned that I have a UX design background as well as marketing. Customer journey mapping has been huge in my career overall. I’d love to hear from you about Custolens. What’s the heart of what you do, and how would you describe it to someone new like myself?

Tove: You’re a great example because you’re already familiar with customer journey mapping. Custolens is a journey mapping software where you can create maps, collaborate in real-time, and present them directly from the tool. Unlike static maps done in Excel, PowerPoint, Miro, or Figma, which are hard to adjust, Custolens is click-and-drag. Everything moves seamlessly with how you work, saving you a lot of time.

Use cases include onboarding to align teams, product development, marketing or sales funnels, and change management—identifying opportunities and required actions. It’s a versatile tool that serves many different needs.

Rick: Right, right. It sounds like so many companies could benefit from customer journey mapping, even outside of software and tech. What kind of businesses do you work with most? For someone in one of those businesses, what problem would you solve, and what can they expect when using the software?

Tove: Our customers are companies that prioritize their customer experience—not as a quick fix but as an integral part of their culture and operations. We work with industries like energy, insurance, banking, retail, and software, among others. While mid-market is a big target, we also serve large enterprises. Custolens is designed to handle any company size, from small startups to organizations with thousands of employees.

The software enhances customer experiences and journeys by helping you make the right decisions for your customers. It’s flexible and scalable, catering to varied business needs.

Rick: That’s interesting. Since you cater to different business sizes, do customers typically find you in the same way, or do you use different channels for different types of customers?

Tove: In Sweden, where we’re market leaders, many find us through recommendations, word of mouth, or search. Globally, we’re in 117 countries—over 60% of the world’s nations. We invest heavily in search and LinkedIn, showcasing not just what Custolens does, but also our personality as a brand. It’s not just another software; we aim to stand out.

Rick: It’s a challenge, isn’t it? Differentiating yourself not just through features but also through your brand and marketing. On that note, what role does your website play in attracting clients?

Tove: Our website is like a shopping window for our customers. It’s central to all our advertising and marketing efforts. As a freemium product, it’s relatively easy to attract visitors. The impression they get when they land on our site is critical, as it’s the gateway to understanding our value. Key features like sign-up and contact options must be immediately visible, with clear messaging right at the top.

Rick: That makes sense. Do you feel your website has any standout strengths or areas for improvement?

Tove: We recently launched a new website, so our UX and navigation are very strong, both on desktop and mobile. However, there’s always room for improvement. For instance, we’re working on refining our forms to reduce drop-offs and exploring ways to further stand out in a crowded market. The digital landscape changes fast, so constant updates are necessary.

Rick: Absolutely. Speaking of tools, are there any that you use to run the website effectively or improve conversions?

Tove: Yes, we use WordPress with the Elementor plugin, which is incredibly user-friendly. We also have plugins for tasks like image optimization and basic SEO. For content tweaks, AI tools like ChatGPT are useful. The key is finding tools that save time and are easy to integrate into daily workflows.

Rick: Great insights. Let’s switch gears a bit and talk about you as a leader. What are some key tasks you focus on day-to-day, and what’s your favorite part of the job?

Tove: As a full-stack marketer, I love the variety. My main focus is on delivering value to our customers, both free and paid. I manage social media, email marketing, partnerships, and events. My favorite part? The creativity and innovation that come with finding new ways to engage our audience.

Rick: Sounds exciting! Let’s jump into rapid-fire questions. Ready?

Tove: I’ll try to keep it short—promise!

Rick: What’s the last book you read?

Tove: A Swedish crime novel. I only read crime books.

Rick: What’s the one thing your company is focused on the most right now?

Tove: Personalization—making the experience truly tailored for our customers.

Rick: If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Tove: I’d create a software that’s like a creative agency—capable of producing high-quality designs and assets quickly and in bulk.

Rick: If you could automate one repetitive task, what would it be?

Tove: Automate automations—make it easier to set up complex, tailored workflows.

Rick: What’s one piece of advice you’d give your younger self as a marketer?

Tove: Good enough is good enough. Don’t aim for perfection—test, learn, and improve.

Rick: Great advice! Thank you so much for joining us, Tove. If someone forgets everything from today’s interview, what’s the one thing they should remember about Custolens?

Tove: If you’re serious about customer experience, Custolens is the way to go for smarter, easier customer journey mapping.

Rick: Perfect. Thanks again, Tove! And thanks to our listeners. Tune in next time on Pathmonk Presents.