What is Journey Management?
Journey management is the ongoing practice of researching, measuring, designing, and optimizing a customer journey to improve the customer experience and achieve business goals.
Getting everyone in the company on the same page to improve the customer experience can be challenging. Usually, you end up with different teams doing their own thing with a bunch of different tools. This results in customer knowledge and the initiatives to improve the experience being scattered across the organization. Not only does it create double work, it also makes it much harder to identify and implement the right opportunities for improving the customer experience. Journey Management changes that.
Amid all this complexity, Journey Management is a unifying force that brings together diverse teams and disjointed efforts under one cohesive framework. It’s an approach to enhancing the customer experience, encompassing ongoing research, analysis, and prioritization within and across journeys. More than just a process, it's a mindset that aligns business goals with customer priorities, ensuring that teams remain focused and coordinated from the initial insight phase to the final implementation.
Whereas traditional journeys are usually flat, 2-dimensional visualizations in Excel, Powerpoint, or digital whiteboards—making it difficult to see the big picture beyond a single project—Journey Management makes journeys dynamic, through real-time data integration and feedback loops that allow you to trace back the origins of every decision. By allowing you to continuously gather and analyze customer data at various touch points throughout the journey, Journey Management enables teams to adapt and respond to customer needs and preferences effectively.
)
Journey Management and the Triple Diamond process
At TheyDo, we rooted Journey Management in the Triple Diamond process. A tried and tested innovation workflow that originates from design thinking, so you can systematically understand customer needs, define solutions to those challenges, and develop strategies to implement those solutions. The big insight here is that the journey plays a fundamental role in each of the diamonds. Not just the problem discovery stage.
It consists of three clear parts:
Problem discovery: Delving deep into the customer experience to identify core pain points and challenges. Through rigorous research and analysis, organizations gain clarity on the problems they need to address.
Solution discovery: Armed with insights from the problem discovery phase, teams can begin generating innovative ideas and concepts that directly tackle the identified problems, whether it's developing new features, refining existing products, or designing entirely new services.
Solution development: With a set of prioritized solutions in hand, organizations move into the final phase of implementing and measuring their impact. This involves not only executing the proposed solutions but also continuously monitoring their effectiveness and iterating based on feedback and performance metrics.
By integrating Journey Management with the Triple Diamond framework, organizations can systematically understand customer needs, devise tailored solutions, and drive meaningful improvements in the overall customer experience. It's a journey in itself—one that leads to greater customer satisfaction, loyalty, and business success.