How a journey framework is the single source of truth
It’s impossible to have a single end-to-end journey to manage an entire customer experience. In reality, a customer never goes through that end-to-end journey all at once. Building a layered framework is the key to managing the business using journeys.
The simplest way to think about a framework is that each level represents a level of abstraction.
Top to bottom: a very simplistic model of the customer experience, like a customer lifecycle (awareness, consideration, purchase, renew, leave).
As your organization matures, you’ll likely expand the levels in the framework depending on the horizon associated with certain roles. For example, consider how a 50,000+ employee-sized enterprise looks at the journey framework:
A journey framework represents the overall structure to house your journeys. Journeys are nested through parent-child connections, creating a grid-like system to position any kind of building block.
Each level has its own unique place in managing the customer experience. Both the level of detail in the journey and the relevant metrics are correlated.
L0 Journey Framework
This is the management level of your customer experience. Typically, we see the customer lifecycle defining its stages. At this level, you want to add the KPIs that drive the business. Examples of KPIs at the level include Revenue, Churn, Growth rate, Activation and Cross-sell.
L1 Macro Journeys
These journeys typically cover a stage of the customer lifecycle. For example, the purchase stage of the customer lifecycle is a good Macro journey that enables you to understand all the touchpoints that customers encounter when buying your product or service. These include touchpoints you don’t own. At this level, you want to measure conversion rates and incremental revenue increases, segmented by specific markets, product lines, or combinations of both.
L2 Micro Journeys
The macro journeys become detailed through the micro journeys customers actually go through. Micro journeys are a step-by-step view of how a customer completes a goal or task. Think of these as journeys that are done almost in one go, such as signing up for a product, buying a phone in a store, or making a doctor's appointment.