When we talk about customer journeys we use 'customer' as a common denominator for every type of customer, end-user, employee, patient, or client. Customer refers to the actors in the journey.

From insight to implementation, TheyDo makes Journey Excellence something you can achieve.

Journey Excellence

We believe Journey Excellence is achieved when all your customer insights can find a place in journeys, who in turn are managed in one single framework that allows you to prioritise the right Opportunities.

Having a great system in place, allows you to deliver Journey Excellence.

How do you master Journey Excellence?

Through conversations with hundreds of CX managers at many organisations around the world, we’ve discovered that the ones who are able to deliver Journey Excellence have mastered:

  1. Gaining deep customer insight
    The entire team has a deep understanding of how customers experience their journeys and what they need next.

  2. Standardising a Journey framework
    Everyone in the organisation understands what the customer experience is like and there is a standard process for working with journeys.

  3. Customer-centric prioritisation
    Everyone across the organisation prioritises based on a common set of rules.

Getting all journeys in one place is essential

The best way to start having an overview of your customer experience, using journeys, is what we call 'bottom-up'.

Customer Experience is revealed by organising Journeys into Stages in a particular order. In TheyDo, this organisation happens on Boards.

Customer Journeys are split up into Phases that contain Steps that contain all the Insights from your Personas.

Map journeys first

Because you can finally organise journeys into a system, they don't need to be these massive PDF files with heaps of information. Instead, create small journeys, or Micro journeys. Think about journeys being a step-by-step plan for how a customer solves a problem or reaches a goal. When a journey gets completed in 'one go' (i.e. signup, do a core action, get the value) this is your cue to make the 'cut'.

The benefits of doing this are obvious:

  • You don't need to worry about the big picture, just map what happens

  • You can organise smaller pieces into something bigger more easily, than cutting up something big into smaller pieces.

Organise journeys into a system later (top-down)

Think about it: when you take an Uber, your whole trip can be seen as a journey, but it's not the total customer experience. It's all the journeys and other interactions with Uber (maybe you order food as well?) that add up to a complete customer experience.

If you have a structured framework in place, you can then easily start organising your journeys into this system. While it makes sense to think of the big picture first, ultimately it's your customer who defines the start and end of a journey, not the business.

Use our 6-step guide to set up TheyDo for success

To get going we put together 6 mini-guides to help you design an effective journey management system. The guide is split up into the 3 stages of Journey Excellence:

Gain deep customer insight

1. Create Personas for each customer type

2. Map your first few Journeys in TheyDo


Standardise a Journey Framework

3. Start building the Journey Framework

4. Organise your Journeys from step 2 into the big picture

Standardise a Journey Framework

5. Capture Opportunities across journeys

6. Track improvement from idea to solution

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