Elevating CX: The path from journey mapping to Journey Management

An expert-led session about how to transform organizations by aligning business goals with the customer journey.

In a perfect world, customer goals are aligned with business goals. But putting the customer at the heart of business strategy is not an overnight process. Journey Management is the way to get there, and in this webinar, an all-star team of speakers shows you how.

The four CX experts you’ll hear from:

• Jochem van der Veer, CEO and Co-founder at TheyDo

• Martin Palamarz, CXO and Co-founder at TheyDo

• Florian Vollmer, Service Design Lead at Autodesk (formerly Service Design Lead at NCR)

• Jérémie Boudet, Head of UX - Pro platform at ADEO Services

In this webinar, produced in partnership with CX Network, our experts discuss the rewards and challenges of adopting a journey-centric workflow and offer real-life, practical advice on how Journey Management can be implemented at scale.

Key insights from the experts

What is Journey Management, what problems does it solve, and how does it help companies elevate their customer experience?

"Instead of working in an ad-hoc, siloed way around customers and their needs, you can start working in a more coordinated way." — Martin Palamarz, CXO and Co-founder at TheyDo

Below is a summary of the key points covered by the experts:

• Journey Management is a system. It’s a combination of tools and processes that organize company operations around the customer journey.

• There are different levels of journey maturity. Some companies understand customer experience from an anecdotal and intuitive perspective. Others use structured insights, opportunities, solutions, and frameworks to improve customer experience and make an impact on their bottom line. Find out where your company stands with our Maturity Scan.

• Journey Management unlocks customer insights through connected journeys. Florian Vollmer explains how using TheyDo for centralized journey management unlocks insights. “If I change a persona over here, it cascades through the system. If I make a change to a micro-journey, it flows up to the related macro-journeys and high-level, executive views. And that, of course, makes the workflow a lot more integrated.”

• Journeys are cross-functional and break down silos. Jérémie Boudet cites an example from ADEO, when two designers came together and figured out they were working on the same customer journey, but from different perspectives. “They understood they don’t have to do that work again. They can just take the journey that exists, fit it with the right insight, and start to collaborate.”

• Workshops and whiteboards aren’t always necessary to improve CX. Global, remote teams need to be able to work asynchronously in order to achieve maximum efficiency. While live collaboration can be useful for the big picture, fixing smaller pain points can happen without any meetings or calls. As Florian says, “The detail work can happen asynchronously.”

• Journeys don’t just reveal what we know, but also what we don’t know. Jérémie says that finding the gaps can be just as useful as unlocking new insights. “Now we know we have some holes in the knowledge, and we have work to do around that.”

• Journey Management transcends Agile and project-based workflows. It’s not a project-based system, but an ongoing one. It requires intentional cadences to improve journeys and experiences over time.

• Moving away from existing processes and tools can be challenging; it takes time. Consistent communication, stellar employee experiences, and buy-in from leadership can all ease the transition to journey-centricity.

“What I’ve seen is a lot of people who don’t know each other, from different departments, different disciplines, starting to connect and collaborate.” — Jérémie Boudet, Head of UX - Pro platform at ADEO Services

What is covered in the webinar

To travel quickly through the highlights, follow these timestamps in the video:

0:00 Intro

06:00 What is Journey Management?

11:29 The Journey Management maturity scale

12:20 The 6 key pillars of journey success

14:40 The dimensions of Journey Management - real-life examples

17:42 Florian explains the superpowers of TheyDo’s Journey Management system

20:58 Jérémie talks about how designers from different departments can collaborate on journeys

25:30 Building the bridge between CX and UX

26:20 When to work on Journeys asynchronously, vs. in workshops

29:40 Which dimensions are most challenging to get right?

32:00 Proving to leadership that Journey Management works

35:40 How to move from a project mindset to a management mindset

37:28 Q&A

CX Leaders lead the way to journey-centricity

When implemented at scale, Journey Management transforms scattered business goals and customer needs into one centralized, journey-centric workflow. Working this way, executives, product managers, designers, and frontline service workers can all apply their expertise, while staying aligned around journeys. Ultimately, Journey Management puts the customer back at the heart of business strategy.

Journey-centricity has to start somewhere — with one person, one team. Will you be the one to transform your organization?

For more insights from the webinar, and to learn specific tactics for implementing Journey Management in your organization, book a call with our team of experts.