What is Journey Management?

Summary

Journey management involves researching, measuring, optimizing, and orchestrating the entire customer journey to enhance user experience and achieve business goals. It goes beyond individual interactions, focusing on the broader journey level, where multiple touchpoints shape the customer's experience. While most UX practices center on individual interactions, journey management treats the entire journey as a product, aiming to improve it continuously. By integrating customer interaction data, companies gain insights to provide personalized experiences and identify areas for strategic improvement, ultimately creating a more cohesive and satisfying customer journey.

Takeaways

• 🔍 Journey management is the ongoing practice of researching, measuring, optimizing, and orchestrating customer journeys to improve the customer experience and achieve business goals.
• 👤 Single interaction level reflects a person’s experience with a specific task, like filing an insurance claim online, representing the smallest scope of UX.
• 🛤️ Journey level experience is broader, encompassing a person's entire experience as they work to accomplish a goal, often using multiple interaction channels or devices.
• 📧 A customer journey can include various touchpoints, such as receiving confirmation emails or reimbursement checks, beyond a single interaction.
• 🛠️ Most UX practices focus on the single interaction level, ensuring good design and user experience for specific tasks.
• 🌐 Journey management builds on UX by focusing on the entire customer journey, rather than just individual interactions.
• 🏗️ The idea behind journey management is to treat user journeys like products, with dedicated teams and resources to optimize the overall experience.
• 📊 Data management and modeling tools are essential for journey management, allowing organizations to integrate customer interaction data for a holistic view of their journey.
• 💡 This data enables the delivery of personalized and relevant customer experiences by analyzing how customers move through their journeys.
• 🔎 Journey analytics provide a quantitative view of customer progress, helping organizations identify areas to strategically improve the entire journey.

Q & A

What is journey management?

Journey management is the practice of researching, measuring, optimizing, and orchestrating a customer journey to improve the customer experience and achieve business goals.

How does journey management differ from traditional UX practices?

Traditional UX practices focus on individual interaction levels, such as a person completing a single task. Journey management, however, looks at the entire customer journey, involving multiple interactions and channels over time.

What is the difference between an interaction level experience and a journey level experience in UX?

An interaction level experience focuses on a single task or action, like filing an insurance claim online. A journey level experience involves the full series of interactions a person goes through to achieve a broader goal, like completing the entire insurance claims process.

Why is journey management important for businesses?

Journey management helps businesses improve the overall customer experience by managing the entire journey, not just individual interactions. It ensures a seamless and optimized experience across all touchpoints, which can lead to better customer satisfaction and the achievement of business goals.

What tools are essential for effective journey management?

Customer interaction data management and modeling tools are critical for journey management. These tools help create a single view of the customer and provide insights into how customers progress through their journeys, enabling personalization and strategic improvements.

Can you give an example of a journey level experience in the insurance industry?

A journey level experience in the insurance industry could include the process of filing a claim online, receiving a confirmation email, and eventually getting a reimbursement check. All these interactions form part of the larger customer journey.

What are UX practitioners increasingly aware of in recent years?

In recent years, UX practitioners have become more aware of the broader customer journey, beyond individual interaction levels, and the importance of managing and optimizing the entire experience across multiple touchpoints.

What is the role of journey analytics tools in journey management?

Journey analytics tools provide a quantitative view of how customers move through their journeys, helping teams identify strategic areas for improvement. These tools enable businesses to see how customers interact with various touchpoints and improve the overall journey.

Why do most organizations not focus on journey level experiences?

Most organizations focus on individual product-level interactions, ensuring that single tasks are well-designed. They often do not allocate resources to manage the broader customer journey, leaving the overall experience to chance.

How does journey management help provide a personalized experience for customers?

By using data management and modeling tools, journey management enables companies to see a comprehensive view of the customer’s journey and deliver personalized, relevant experiences tailored to the customer's needs.