Congratulations!

Journeys and opportunities are managed systematically. This is a great accomplishment! Teams are able to uncover opportunities in any journey and align across different journeys. This basically means that there is a shared understanding between teams about what the customer needs and what the business can deliver to satisfy those needs.

A customer Journey Framework is aligned with broader business goals and across the organization priorities are based on a common set of rules.

Gaining deep customer insight

In this stage, clarity arrives when everyone knows how to structure newfound information about customers in the right place (read: journeys). Forget complex spreadsheets, endless Powerpoints, or emails you are Cc’d on. Customer knowledge is accessible to all and is shared through visualizations of journeys and personas. From here on, people in your organization will start speaking the same language around the customer. Also, having a repository of insights available makes it easy to understand what you know and what you don’t know. If one thing is true in this stage, is that working customer-centric gives teams a ton of energy, purpose, and momentum to deliver great work.

Standardizing a Journey Framework

The idea that all journeys are connected by a system of services, products, and processes has landed. Everyone understands delivering a great Customer Experience is teamwork. No exceptions. With a clear overview of different journeys in a system, having a long-term vision for the products and services in your business becomes a shared agreement, including your customer.

Customer-centric prioritization

Customer-centric organizations have a journey framework that allows them to set up a unique process not many have mastered. The process of customer-centric prioritization. Having all journeys in place, seeing opportunities is a continuous process. While teams are focused on their own domain or stage of the customer experience, the next step towards Journey Mastery is a company-wide prioritization framework.

Opportunities to look for

• Keep on teaching the methods and principles amongst new hires (and the laggards)

• Claim your CX moment of fame within the quarterly performance review

• See how you can involve the most customer-distanced departments in your journey framework. Yes, even the folks at legal or procurement have processes that touch customers lives. Everyone can add their expertise.

How TheyDo helps

If you haven’t done this already: create a hierarchy of journeys. A journey framework, as we call it. How do the different (micro) journeys add up to the customer experience? What stages can you define and what is mapped and what isn’t?

What to do next:

Read: What is Journey Mastery?
Do:  Create a Journey Hierarchy
Do: Standardize how you map journeys