This article was based on the interview with Stacy Sherman of Doing CX Right by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Governance is an essential aspect of continuous improvement in journey management. It provides a framework for accountability and ensures that the right people are involved in the process. By creating a committee and bringing together key stakeholders, organizations can establish clear goals and objectives for improving the customer experience.
One of the main challenges in journey management is the tendency for organizations to consider it a one-time task. They may create a journey map or implement some changes and then consider the job done. However, this approach fails to acknowledge that customer needs and expectations are constantly evolving. Continuous improvement is necessary to keep up with these changes and deliver a consistently excellent experience.
The governance committee plays a crucial role in driving continuous improvement. It is important to have a diverse group of individuals involved, including not just top-level executives but also those who are directly involved in the work. This ensures that different perspectives and insights are considered, leading to more effective decision-making.
The committee should meet regularly and have a clear agenda that focuses on the entire journey management process. This includes reviewing data and customer feedback to identify pain points and areas for improvement. By analyzing this information, organizations can prioritize their efforts and determine what needs to be addressed in the short term and what can be tackled in the long term.
Furthermore, governance helps break down silos within the organization. By bringing together individuals from different departments and functions, the committee encourages collaboration and communication. This is crucial because many customer pain points are often a result of disjointed processes or inconsistent communication between different parts of the organization. By fostering collaboration, governance helps ensure that all departments are aligned and working towards a common goal of improving the customer experience.
In addition to addressing customer pain points, governance also considers the needs of internal stakeholders. It recognizes that empowered and supported employees are essential for achieving customer goals. By valuing and empowering internal teams, organizations can create a culture that is customer-centric and focused on continuous improvement.
Governance is essential for continuous improvement in journey management. It provides a structure for accountability, collaboration, and decision-making. By establishing a committee, organizations can ensure that the right people are involved and that there is a clear focus on improving the customer experience. Through regular meetings, data analysis, and prioritization, organizations can continuously evolve and meet the changing needs and expectations of their customers. Governance is not just about thinking and pondering, but about taking action and driving meaningful improvements in the customer journey.
