Benefit #2 Journey Management provides a view of the customer experience at different levels
A levelled journey framework links journeys across the entire business and shows how different journeys interrelate.
How many customer journeys make up your business?
Is it 10, 100, 1000 or more?
Is it hard to even guess?
It’s a difficult question to answer... Customer insight works on many levels, from a top level overview to detailed technical interactions. So it depends…
One of the most powerful features of journey management is a framework to help businesses break down these levels, so you can get the benefits of each. Here’s how it works…
Several zoom levels
It’s similar to Google Earth… you can view a point on the planet at different zoom levels and you get different context. Each is useful for it’s own purpose.
The whole earth view gives a sense of how our planet fits in the universe.
The Europe view shows how our position relates to other countries. This could be useful for planning a holiday or understanding flight times.
The country view shows how major cities relate. This would be useful for planning a car trip and understanding driving times.
The street view shows us what our immediate surroundings look like and how we relate to our neighbours.
Similarly, customer insight at different levels has different uses:
A holistic framework, such as a Customer Lifecycle: Show your team how their work fits into the entire customer’s experience and how this relates to other teams.
Macro journeys: show the jobs that your customer is completing and how your service helps to achieve these goals.
Micro journeys: Show the tasks and interactions that are a step towards a goal. Several of these steps will lead to a successful job done.
Process journeys: Technical interactions that support steps for the customer. These journeys focus on the process within your application or service supported by technology. These can be quite small and detailed steps, like a signup form.
The power of a customer journey framework
For me, as a customer experience consultant, applying this framework has been a revelation!
This framework gives a structure for all customer journeys across a business to be mapped. It provides a scaffold where a business can incrementally build on their customer insight and create a complete map of their business, step by step.
To incrementally build your customer insight, a business can:
Select the highest priority areas, where customer insight will add the most value. And fill in this area of the framework to identify and solve customer challenges.
Then move onto the next area, incrementally building a map of your business.
Levelled journey framework + Single source of truth = Added value
We saw in article #1 the value of a single source of Truth and how Theydo provides a platform to manage your customer experience information.
Theydo also supports a levelled journey framework.
Bringing together a single source of truth and a levelled journey framework is hugely valuable.
All your journey information is stored in one place.
The whole business can see CX information, and how this relates to the overall customer journey and each job that the customer is trying to do. Customer insight can be linked across teams, department and the business.
Leadership can identify the highest value challenges across teams to focus CX effort where it will have the biggest impact.
At the end of CX project the information is retained in the system where it is useful and usable across the company.
These benefits help smaller CX teams, who can focus their efforts where they’re needed most and over time build up a wider company picture. This step by step approach to build your customer view stops wasted effort and lost information. It is the surest and fastest route to increased CX maturity.
2nd and 3rd order insights
As your teams map customer journeys at different levels, and the detail and accuracy of customer journeys mature, you can bring together insights across teams, departments and the whole company which provides 2nd and 3rd order insights across your CX information and leading to better business decisions across teams.
This is where the value increases dramatically. This allows leadership to:
Assess and prioritise opportunities across the business
Focus on work with impact across teams and departments
Direct CX work to the highest value challenges
Measure the holistic impact of CX work across teams
Will this help me?
It is useful for business and CX leaders who find themselves in this situation:
You currently have a CX team that is working reactively across several teams. A levelled journey framework is a lever to identify and focus work to the point of maximum value across teams.
You currently have CX experts dedicated to product teams, but each team works in a silo. A levelled journey framework allows you to link CX work across teams, identify and compare value between teams and spot CX work that will support several teams at once.
In summary
A levelled journey framework helps businesses to iteratively map their entire customer experience
Combining a levelled journey framework with a single source of truth creates additional value
Businesses can realise 2nd and 3rd order insights as customer insights are linked across teams, departments and the business.
This is the surest and fasted route to increased CX maturity
More articles and videos on Journey Management
Understand Journey Management in 8 minutes
A short video that explains the fundamentals of Journey Management and how this is revolutionising innovation. (If you’re new to Journey Management, start here.)
The benefits of Journey Management (Series)
Learn more about the business benefits of Journey Management in this series. (Useful for digital leaders explaining Journey Management to their organisation.)
About me
My name is Simon Conway, A Journey Management Consultant: I help digital leaders succeed with Journey Management. I provide:
Education: For teams new to journey management
Pilot development: For CX and Product leaders making a case for Journey Management and win buy-in for
Scaling and transformation design: For Digital Leaders looking to embed journey management across your business
Coaching: 1:1 tailored support, helping digital leaders to succeed with Journey Management
Learn more and connect
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