Journey Management as a business transformation lever
"We believe that Customer Experience and Journey Management is more than "just a methodology".
We view Journey Management as a business transformation lever that leads us to a new model, where the business must constantly adapt to market fluctuations and changes in customer behavior.
The prioritization of projects and budget allocation needs to take into consideration both the value for the business as well as the value for the customer.
Our Experience Management framework will help you support that.
The experience management framework
Cemantica covers the end-to-end experience management cycle, from strategy design to execution and measurement - transforming your approach from Journey Mapping to Journey Management. This notion is covered across our different training courses, as this helps us understand where we are at as we move along the wheel.
The Experience framework is a repetitive cycle of mapping journeys, detecting experience frictions, ideating solutions to solve them, prioritizing the most valuable projects to implement and measuring the outcome.
On this cycle we can see what are the different pillars of the framework. Each pillar is supported by the Cemantica Journey Management platform.
Understanding that Experience framework is not the end goal but a mean to achieve our business goals by putting at the core of all our actions the experience of our customers. This should be seen as a repetitive cycle that aims at delivering a tailored and personalized Customer Experience along the customer Journey.
In this wheel, each section is a pillar in understanding and improving the overall Customer Experience. You start by defining your Personas that will help you onboard one of the most (if not the most!) important steps in Customer Experience. By understanding their needs, pains and frustrations, you are able to truly understand what matters to your customers, employees, or users.
From there, you can then move on to capturing the journeys of your customers and integrating data to achieve a realistic picture for better insight. Providing that you have mapped an end-to-end customer journey, this will allow you to set the grounds in capturing your customers' experience across the different touchpoints where customers interact with your organization.
This will be the baseline to then work through the insights derived from the exercise as Opportunities and Solutions, and turn them into projects for execution.
To support your CX Program, you will be able to set your strategy and continually measure the impact of your initiatives by tracking performance, spotting trends and understanding ROI.
In short, defining personas and capturing the journeys is too often seen as a one step process and an end-goal, however with Cemantica you embrace a continuous customer-centric model of improvement.