Implementing Journey Management at scale
Florian Vollmer, service design and design thinking lead at NCR discusses what it takes to do Journey Management on an enterprise scale.
What does it take to do Journey Management on an enterprise scale? Florian Vollmer, service design and design thinking lead at NCR, has a team of service designers accomplishing just that. They’ve brought new product development, customer experience and customer operations together ‘under one roof’ so that they can holistically look at the end-to-end customer journey. More and more he sees teams from different departments organizing work and responsibilities around journeys. His team uses TheyDo in a very cross-functional way, both in terms of implementing Journey Management, as well as enabling it through training across the company. It has become an indispensable tool for implementing service design at scale.
For Florian, the ability to connect people, processes and products using a Journey Management way of working is everything. He says, “It comes down to doing things at scale and the interconnectedness – so that ability to map one opportunity or one solution to multiple steps in one journey or to multiple steps in multiple journeys, to truly interlink journeys with each other, and so forth. There’s a whole host of valuable information on the platform. Could you export it and get it into something else? Sure, but the interconnectedness of the data on the platform would require a bunch of manual work outside of it, and redoing work that we did on the platform. It would be very hard to replace it”.
Accessible for everyone
Florian acknowledges that enabling a Journey Management way of working requires a cultural and a mindset shift. TheyDo’s ability to make Journey Management easily accessible to everyone within the company makes this shift a much smoother one. Florian explains that, “People who get it, really get it. People who understand the complexity of product innovation at scale and customer experience management know that this is fantastic. This is a tool that brings a really simple viewport into a really complex issue. For those people, it’s 10 minutes and then they get the underlying concepts”.
TheyDo can also be easily understood by those who don’t have this background in product innovation and customer experience management. Forian says, “For people who may be coming at it from a different angle, more traditional product management or product marketing, there’s a little bit more of a learning curve – the database-thinking, the many-to-many relationship. It takes them a few hours, but then they’re good to go”.
Furthermore, Florian shares that, “The onboarding material that’s available through TheyDo continues to improve and that’s a nice thing to lean on. The walkme-style product tour and the ‘have you seen this feature’ kind of thing in the platform seem to be very useful. We do weekly office hours to stay very close to our internal user base. I have a couple of my designers do informal interviews with the users that we have on the platform right now”.
A successful product roadmap
According to Florian, the bulk of NCR’s work so far has been journey mapping, opportunity identification and management, as well as solution capability mapping for new product development. He says, “NCR has offerings in retail, hospitality and banking, and I have service design leads for each one of those verticals. Essentially, they work with product leadership, engineering, and product marketing to create current state journeys. Then we workshop future state journeys, identify opportunities, and that then defines the product roadmap”.
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