Journey Management Mastery #01

We teamed up with Marc Fonteijn's Service Design Show for a live event sharing the most striking results of the Journey Management Index.

With the help of Marc Fonteijn’s Service Design Show, we have an even clearer picture of the current state of Journey Management and can give more concrete pointers on how to master it. We went LIVE to talk about the Journey Management Index and the most notable similarities across jobs, teams, and industries.

The Journey Management index

In our research on what customers do, we’ve seen five levels of maturity that any team or organization goes through when making a Journey Management way of working possible. Everything starts on an intuition level, and then slowly but surely, in different parts of the organization, journeys start to become the place to align on projects. Once there is a little understanding of how journeys work, teams start to coordinate, which requires good processes and rituals. If you can scale this up, you’ll eventually reach Journey Excellence or Mastery.

Journey Management maturity index

Maturity dimensions

The maturity levels in the Journey Management index are based on the six dimensions that make play a vital role in scaling up Journey Management across an organization. It’s a measuring stick you can use to assess how mature you are and where you can take action. 

In this episode we talk about 'Process', diving directly into some of the most useful results that came out of the survey. In no particular order, these are the top things that are keeping you from making progress and what you would do to change them if you had a ‘magic wand’. 

Top five roadblocks around 'Process'

1. Product managers and stakeholders not allowing the time to create journeys. 

2. Complexity of the organization (eg 300k person global enterprise with multiple lines of business)

3. The perception (at senior management level) that good customer experience is a ‘craft’ rather than a process 

4. Ignorance or disinterest on the part of colleagues and managers

5. The absence of a victory case

Magic wands to fix ‘Process’

1. Define a more standard practice and terminology, plus one source of truth to create and maintain journeys.

2. Get business owners more engaged in a concise set of governed journeys and the value in maintaining them.

3. Have journey owners or orchestrators who are accountable for tracking and implementing changes across different teams.

4. Internal training or playbooks to get user-centered design teams to work towards similar standards

5. Create sub journeys that are actionable, less end-to-end (too high level) and more about the jobs-to-be-done.

Do you see similarities within your organization? Watch the full replay for more insights into each roadblock or fix, and get a better understanding of how the different levels of Journey Management can help you.