Journey mapping has boosted organisations to better understand and design their customer experience. But when applied at scale, journey maps can be hard to implement and manage, resulting in fragmented journeys and ineffective efforts to improve them. Enter journey management: a continuous and democratized approach to improving customer experience at scale. Learn how journey management truly drives value for customers and business - and how to implement it.
Written by Niels Corsten & Hessel Hornman
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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:
- Establishing a journey foundation;
- Elevating the way of working;
- Implementing journey management tooling and integrations;
- Organizing teams around journeys;
- Setting and measuring journey performance;
- Creating journey-based decision making;
- 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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John Schattorie
Verbetering van de dienstverlening van overheidsorganisaties fascineert me vanwege de impact die dit heeft op de samenleving én op overheidsorganisaties en de mensen die er werken. De vergroting van klantgerichtheid en de inzet van digitalisering is daarin essentieel. Digitale oplossingen moeten eenvoudig worden opgezet zonder onnodige franje. Als kwartiermaker voor het opzetten van het Bureau ICT-toetsing (BIT) heb ik gezien dat te complexe oplossingen tot falende projecten leiden. Als de verantwoordelijke partner voor de Rijksoverheid streef ik met ons team na om de overheid te helpen zich steeds zelf opnieuw uit te vinden en te verbeteren.