This article was based on the interview with Eytan Hattem of Cemantica by Greg Kihlström, Marketing Technology keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Implementing journey management for success is crucial for organizations looking to drive customer satisfaction and achieve business success in today’s competitive marketplace. Journey management involves mapping out the customer journey, orchestrating touchpoints, and tying it all together with journey management to create a seamless and personalized experience for customers.
One of the key aspects of implementing journey management is gaining the knowledge and understanding of best practices in journey management. This includes researching, looking at examples, and gaining insights into how journey management should be implemented within an organization. By starting with this foundation, organizations can ensure they are on the right track to implementing journey management successfully.
Another important step in implementing journey management is tying journey maps to Voice of Customer (VOC) data sources. This allows organizations to transform their static maps into dynamic maps that are data-infused, providing a more accurate and personalized view of the customer journey. By using a journey management platform and testing it out on a few journeys and departments, organizations can see the value of journey management and how it can benefit their business.
Furthermore, tying business Key Performance Indicators (KPIs) into journey maps is essential for measuring the success of journey management initiatives. By aligning business goals with mapped journeys and using VOC data and journey orchestration engines to surface data and feedback, organizations can prioritize opportunities, solutions, and projects to drive positive outcomes.
Once organizations have successfully implemented journey management on a few journeys and departments, they can start to establish it as a practice within the organization. This includes creating persona templates, journey templates, guidelines for mapping journeys, and educating the organization on the culture of customer experience. By expanding journey management as a practice that everyone shares and contributes to, organizations can ensure long-term success in driving customer satisfaction and achieving business goals.
Implementing journey management for success involves gaining knowledge of best practices, tying journey maps to VOC data sources, aligning business KPIs with mapped journeys, and establishing journey management as a practice within the organization. By following these steps, organizations can create a seamless and personalized customer experience, drive customer satisfaction, and ultimately achieve business success in today’s competitive marketplace.
