Why work journey-centric?

For years, Customer Journeys have been the cornerstone of customer-centric efforts. The traditional notion of journeys was that of a brown paper map hanging on the wall or a digital whiteboard full of Post-its. It was a project tool you used once and then disposed of. They were never designed to be an operating model, handle heaps of data, help prioritize, and track impact on business performance, let alone become a system of record.

It is also clear that AI is making the impossible possible: all our unstructured data sources become available for processing, something humans couldn’t do at scale. With AI, we can turn millions of quotes, support tickets, interviews, and call transcripts into insights—but most importantly, reveal their place and weight in the customer journey.

Businesses have been able to work with structured data and dashboards for years, but combining these data with unstructured data is why journeys are seen as the perfect context to bring this together.

AI is a systemic shift in how we can deeply understand our journeys. We are shifting away from measuring touchpoints and journey mapping projects to letting technology aid us in maintaining a complete customer-centric system of record.

At TheyDo, we’re at the forefront of this shift. We are building for the customer-obsessed organization that is ready to break with the functional silos. The role of the journey is changing towards and organizing entity.

We’re going into the age of journey management and the benefits of working journey-centric are pretty astonishing.

Here’s how we’re enabling you to do it:

Journeys as a data framework

Building a journey management system in the age of AI requires a new approach to journeys. This is where our journey framework and building blocks come in. By unifying all customer journeys into a framework with multiple levels, data can start to roll up from a touchpoint or step to inform the metrics at the lifecycle level.

Our building blocks help create consistency. We built this powerful data model to match the Triple Diamond process. It has Metrics, Insights, Opportunities, Solutions, Journeys, and Personas, so it can underpin every business innovation process and be customized the way your business works.

But what sets TheyDo apart is how we handle unstructured data in your journey model. When an LLM interacts with Journeys in TheyDo, it interacts with a structured context of your business. From your unstructured data, only the relevant parts are pulled into the customer journey.

For the first time, manual journey mapping will no longer be a barrier to having a complete understanding of a customer experience.

When combining this data with business KPIs coming directly from your data warehouse, in the context of the customer journey, you are finally creating a system that can answer the fundamental questions of business: Why do customers do what they do?

Journeys as organization architecture

The customer journey happens whether you design it or not. Most companies today are organized by function and then manage collaboration in a matrix-like grid structure.

But wouldn’t it be simpler to organize teams in line with the end-to-end customer journey? This is where TheyDo comes in. In essence, we enable organizations to agree on the highest level of journey first. Usually, this is the customer lifecycle. But from here, teams organize around smaller journeys customers typically complete in shorter time. Instead of having 3 different teams each own a section of the homepage, we’re enabling you to manage cross-functional alignment when teams like marketing, sales, product and service all have their data, priorities and workflow aligned with the same customer journey.

This operating model cuts overhead created by the 3Ms (misalignment, meetings, and micromanagement) by up to 40%, especially in large organizations.

Journeys as a system of prioritization

Your journey framework has the right context for how important an insight is, where the next opportunity lies and how this might impact business performance. Think of how many meetings it takes to action on a core business goal. Let alone how many teams have ideas on how to impact them.

In the near future, TheyDo will automatically ingest all unstructured data in the context of journeys, producing opportunities in the context of the customer experience—but more importantly, in the context of time. What causes friction in your customer experience today is different from last year. We want to prioritize today’s business problems, and match them with real customer needs.

Your journey management system will enable you to link business goals to customer needs across all journeys - and reveal opportunities in order of importance.

This is the fundamental link between customer experience and business impact. Where journey maps used to be mistrusted outside the scope of their initial project, journeys with TheyDo become the single source of truth your business can rely on.

Journeys as a system of tracking impact

In most businesses today, it’s impossible to understand what moved the needle for the KPIs. The core objectives for a public company are pretty straightforward. They revolve around increasing revenue, lower cost, improve customer satisfaction and employee engagement. However, as we ship new features, launch campaigns and change our processes, all these incremental changes are making it impossible to

But not anymore. When all solution initiatives are being tracked in the journeys - it’s as simple as connecting tools like Jira back to building blocks in the journey framework - we’re able to show you what was shipped when in the exact context of the business KPIs.

The magic lies in TheyDo knowing the exact position of the data and solutions, connecting the metrics on the right level of the journeys, and rolling up data from the specific journeys in that part of the framework.

For the first time, you can know if you (or someone else) moved the needle for the customer and for the business, which are all in the same place.

Redefining Journey management.

At TheyDo, we’re building the modern journey management platform and introducing a context-first approach that changes how your teams work in lock-step with the customer journey.

You will finally be able to deeply understand your customer experience and deliver real business impact.