Customer Journey Management
A pragmatic plan-on-a-page for CX teams who are just getting started and don't want to blow it.
Most of the customer journey management content out there is frustratingly high-level. You get the big vision (the enterprise atlas, the cross-functional operating model, the org-wide transformation) but very little that actually tells you what to do on Monday morning when you’re trying to get a nascent practice off the ground.
That’s the gap I wanted to address with this plan on a page.
When you’re first implementing customer journey management, you’re probably also at the point where you have the least information you’ve ever had about the practice, and the least experience within it. Getting the foundations right at this stage matters enormously.
A lot of CX design teams are genuinely struggling in their organisations right now. They don’t quite know where they sit. They’re not sure how they’re proving value. Customer journey management has come along and a lot of people are thinking: this is the practice we can organise around. The thing that moves us from floating internal consultants, parachuted in to provide the customer’s perspective, to an embedded, operational function with indisputable value.
That’s a worthy ambition. But the way most people go about it sets them up to fail.