Shifting from Journey Mapping to Experience Orchestration
Journey mapping has risen to prominence over the past 20 years as a tool to better understand the steps of a journey and how customers feel along the way. But most journey mapping initiatives are waterfall processes that result in dozens of mapped journeys that end up in a desk drawer. If they are used, they quickly fall out of date as the underlying processes, channels, and technology continue to evolve. Journey maps provide a moment-in-time conceptual snapshot of what a journey looks like, but they fall short of providing data-driven insight into where customers are experiencing friction and dropping out.
The difference between campaigns and journeys
Many organizations believe they are delivering journeys, but what they actually mean is they are automating campaigns. The fundamental difference is the incorporation of historical context and an awareness of where the customer came from, where they are going, and the goal they are trying to accomplish. For example, an up-sell campaign might be a part of an onboarding journey, but it is not the journey itself. It is a series of interactions that rolls up to a customer successfully being onboarded, but it executes over time and is generic for each customer. A journey-centric approach requires an awareness of where an individual customer is in their journey and an activation of the most relevant reminder, interaction, or campaign to guide them through their journey.
Adopting a journey-aligned operating model
The enterprises that have realized the benefits of journeys have begun to shed channel-centric goals and adopted a journey-centric approach to client management. This means moving from a place where your company is focused on improving department-level or channel-specific metrics to aligning behind the primary business metrics of the journey itself. We are seeing this come to fruition in industries with long-lived customer relationships and significant complexity like banking, wealth management, and insurance. Our bold prediction is that in as little as 5 years, every business will have adopted this next-gen operating model.