Embedding journey management into CX strategy at Kimberly-Clark Professional

At Kimberly-Clark Professional, our Customer Experience (CX) strategy is designed to create a seamless and impactful brand experience. By integrating voice of the customer insights with business objectives, we drive profitable growth through thoughtful experience design. Great customer experience not only benefits our customers; it also makes doing business with Kimberly-Clark easier, fostering repeat engagement and long-term loyalty.

To deliver this vision, our CX strategy has matured from isolated initiatives into a strategic, scalable program that embeds customer perspectives into decision-making across global operations. A few years ago, we launched the Global CX Strategy Community Practice to establish consistent frameworks, shared terminology, and facilitate a cross-region best practice exchange. This foundation accelerated our organizational progress and set the stage for journey management.

Our first pilot with TheyDo supported a critical global service design initiative aimed at improving marketing and sales processes to enhance CRM-generated leads and customer experience. Given the need for a holistic, scalable solution, it was essential to bridge cross-functional departments and deliver a transformational design.

TheyDo enabled us to intuitively map current and future-state journeys in a centralized platform. Previously, we relied on fragmented tools such as sticky notes, PowerPoint decks, and business case documents to align stakeholders. With TheyDo, we created a single location that allows internal teams to quickly orient themselves within the journey, access relevant insights, and collaborate on ideation and solutioning.

Following the success of this pilot, we’re expanding our application of TheyDo beyond project-based work to include governance and consistent end-to-end frameworks for publishing critical customer journey maps and service blueprints. This empowers us to:

• Compare similar journeys across regions for faster decision-making
  

• Connect internal teams more effectively to deliver on outcomes
  

• Streamline knowledge transfer and cross-functional education
  

• Accelerate ideation and brainstorming sessions
  

Our use cases with TheyDo continue to evolve as journey management becomes a core discipline within our CX strategy. We see this work as foundational to scaling globally, embedding customer perspectives into daily decisions, and driving cross-functional business impact well into the future.