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How Journey Management delivers measurable ROI

    Imagine saving €1.3 million just by transforming one customer journey. This is exactly what Essense achieved for their client—a real-world success story demonstrating how Journey Management can uncover pain points and implement targeted solutions, delivering tangible financial benefits. In our latest webinar, Lucy Stuyfzand, Journey Management Lead at Essense, and Ellen Joris, Customer Success Manager at TheyDo, shared the secrets behind these results. Here’s a recap of the key insights they discussed, outlining a clear path to achieving ROI through Journey Management.

    Breaking down silos: The Promise framework

    Lucy kicked off the discussion by highlighting how Journey Management benefits companies of any size. She explained that, while many departments aim to be customer-centric, silos can lead to fragmented experiences. She introduced Essense’s "Promise framework," which aligns the brand promise vertically from strategy to operations and horizontally across touchpoints. Journey Management sits at the center, bridging brand intentions with a cohesive experience and enabling organizations to deliver impactful, customer-focused innovation. As Lucy put it, "Journey Management is the vehicle that connects these layers," turning the brand promise into real results for customers.

    Using the Triple Diamond for targeted improvements

    Lucy provided a clear roadmap for successful Journey Management. Starting with a simplified definition, she described Journey Management as the continuous application of the "Triple Diamond" process to drive customer-centric innovation across all journeys where improvements are needed. To identify these areas, companies should examine their journey framework to spot where customer issues or unmet business results exist.

    Mature Journey Management involves proper governance, prioritizing journeys, and connecting journey teams with execution teams to deliver real impact. This setup maximizes growth, cuts costs, and future-proofs the business. She noted that proving success in individual journeys is key to scaling Journey Management adoption, with each success story building cumulative benefits across the organization.

    Building the case for Journey Management

    Lucy highlighted the importance of starting with a specific, high-impact journey that presents clear, quantifiable issues—such as the example of 5 million customers facing recurring problems, resulting in 48,000 support calls, and €1.3 million in monthly costs. By focusing on data-driven issues, you can demonstrate tangible improvements and build a solid business case for Journey Management. A critical aspect of this success is defining clear, measurable goals—like cost reduction or CSAT scores—to track the impact of your efforts. With concrete metrics in place, organizations can ensure that solutions stay aligned with both customer needs and business outcomes, keeping teams focused on what matters.

    Cross-functional collaboration for unified CX

    True journey transformation requires buy-in from all corners of the organization. For successful Journey Management, bring in cross-functional teams from different departments and secure buy-in from stakeholders, especially those involved in implementing journey solutions. Engaging ambassadors from relevant teams early in the process supports cohesive implementation and stronger alignment on customer-centric goals.

    The blueprint for journey-centric success

    No matter your organization’s size, Journey Management offers a powerful framework for achieving measurable impact. Essense’s case study shows how focusing on a single journey can generate significant ROI while aligning business goals with customer needs. By implementing structured processes like the Triple Diamond and setting clear, measurable goals, organizations can build seamless, satisfying journeys that fuel both customer satisfaction and business growth.

    Webinar highlights

    This summary only scratches the surface of Lucy's valuable insights. To explore the case study in more detail, watch the entire webinar or jump to specific segments by clicking on the timestamps below.

    • 00:00 Welcome

    • 01:05 Introducing Lucy Stuyfzand

    • 02:31 Webinar overview and goals

    • 04:18 Addressing organizational silos

    • 05:26 Aligning brand promise with customer experience

    • 06:39 Journey Management definition

    • 08:08 Success story on Journey Management using TheyDo

    • 09:15 Implementing the Triple Diamond framework

    • 13:22 Identifying key metrics for journey success

    • 15:26 Building a cross-functional Journey Management team

    • 21:53 Prioritizing opportunities for maximum impact

    • 22:33 The importance of following through on implementation

    • 23:55 Measuring and communicating Journey Management success

    • 26:25 Scaling Journey Management across the organization

    • 27:00 Q&A: Metrics, prioritization, and business alignment

    Download their whitepaper for more detailed insights into Essense's Journey Management success story.

    Connect with Lucy Stuyfzand on LinkedIn.