Chapter 3: From journey mapping to journey management

If you are working on improving CX, you are most definitely familiar with customer journeys. But when applied at scale, journey maps can be hard to implement and manage, resulting in fragmented journeys and ineffective efforts to improve them. Struggling to truly deliver value to customers and business? Craving a different and more robust approach towards journey mapping and design, that caters for the scaled and dynamic environment you are in?

In this article, we introduce the concept of journey management, a continuous and scaled approach to diagnosing, designing, developing and delivering great customer journeys.

Furthermore, we explain what is needed to implement journey management successfully.

We take you through our Journey Management Model, which highlights seven essential activities for successful implementation:

1. Establishing a journey foundation;
2. Elevating the way of working;
3.  Implementing journey management tooling and integrations;
4.  Organizing teams around journeys;
5. Setting and measuring journey performance;
6. Creating journey-based decision making;
7. Building buy-in and support.

In short, journey management goes much further than just implementing new tooling or creating a playbook. But once journey management has been adopted and working with journeys has been democratized within your organization, both your business and its customers will see significant benefits.

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