In a recent LinkedIn post, Adrian Swinscoe highlights the often-overlooked importance of the customer journey’s conclusion. Swinscoe draws attention to innovative work being done by Zurich Insurance, in partnership with Empathy, to refine the final stages of their customers’ experiences.
Swinscoe poses a critical question to his audience: “How much of your time and focus goes into how the customer journey ends?” This framing immediately challenges businesses to reconsider their priorities, suggesting that the conclusion of a customer’s interaction is as vital as the beginning or middle.
Rethinking the Customer Journey’s Conclusion
Adrian Swinscoe’s post centers on the idea that many companies dedicate significant resources to onboarding and engagement but fail to give equal weight to the exit or resolution phase of a customer’s experience. He points to Zurich Insurance as a company actively addressing this gap.
“Zurich Insurance is doing some really interesting things with their partner, Empathy, when it comes to the end of their customers’ journey.”
As Adrian Swinscoe notes, this focus on the end of the journey is not merely about transactional closure but about creating a lasting impression that can influence future loyalty and brand perception. He emphasizes the significance of this often-neglected phase, suggesting it holds substantial potential for differentiation and customer satisfaction.
The Value of Dedicated Endings Strategy
Swinscoe’s analysis, as presented in his LinkedIn update, suggests that a well-crafted ending can mitigate negative feelings associated with a product issue, a service cancellation, or the completion of a specific customer lifecycle. By investing in how the journey concludes, companies can potentially turn a neutral or even slightly negative experience into a positive or at least a professionally handled one.
He further elaborates on the collaborative effort involved, giving a shout-out to Simon Guest, Head of Customer Solutions & Partnerships for Global Life Protection at Zurich Insurance, for sharing his perspective. This acknowledgment underscores Swinscoe’s journalistic approach, highlighting the individuals and organizations contributing to these customer experience advancements.
Adrian Swinscoe also gives recognition to Joe Macleod, founder of andEnd, for his pioneering work in the field. This contextualizes Zurich’s efforts within a broader movement towards more thoughtful customer journey design, particularly concerning the final touchpoints.
“Big shout-out to Joe Macleod, the founder of andEnd, whom I mention in the piece, and for all the pioneering work you do in this space.”
The core message from Swinscoe’s post is that focusing on the end of the customer journey is not an afterthought but a strategic imperative. It’s about ensuring that every interaction, including the last, aligns with a company’s commitment to customer satisfaction and can lead to positive outcomes, such as repeat business or strong referrals.
Adrian Swinscoe’s insights, shared via his LinkedIn platform, encourage a holistic view of the customer experience, prompting business leaders to ask themselves if they are truly considering the full arc of their customer relationships, especially the critical final moments.
📝 About This Content
This article is based on insights shared by Adrian Swinscoe on LinkedIn.
📅 Originally posted on July 3, 2026 | View original post on LinkedIn →