Is the science of analyzing customer intelligence, sentiment, and data across

touchpoints and over time to measure the impact of customer behavior on business

outcomes by creating value for those customers. It guides the organization in making

insights and data-driven decisions.

Could also be referred to as “Journey Atlas”, is a list of customer journeys the

organization intends to map, grouped by theme, department, offer or any other criteria. Each journey in the atlas has a mapping status and is usually linked to other journeys in a hierarchy derived from the Journey Framework.

A cross-functional team that is gathered on a regular basis to map and refine the

customer journeys under their responsibility. The journey committee is responsible to

perform and update the journey map, identify the experience frictions, propose journey optimization scenarios, prioritize the opportunities and follow-up on execution.

A hierarchy of all customer journeys, usually starting with the generic Lifecycle Stages (e.g. Discovery, Research, Purchase, etc.), also known as the L0 journey going to more details with drilldowns on specific stages (Macro Journey or L1) and then a further drill down into specific steps in the detailed journey (Micro Journey or L2). There is no limit to the number of levels an organization can structure in a Journey Framework, but it is recommended to stick to 3 levels to keep it manageable.

The processes and procedures that define the way the journeys are going to be

mapped, refined and monitored. The governance also covers the organizational aspects defining the roles and responsibilities of the CX team and the communication methods that will be used with key figures in contributing departments.

The quantitative and qualitative information and data that helps you understand your

customers' behavior across all touchpoints and channels as they seek to achieve a goal. The ability to associate human needs with new and unique associations creates new experiences and differentiates the brand.

Enables a brand to measure, monitor, and optimize experiences by aligning your entire organization with a customer’s needs and goals. It is a planned, systematic, holistic understanding, intentional design and orchestration of an organization’s experience to move from current to intentional future state experiences.

It also aligns and quantifies the collective value impact of each of those changes. It

purposely manages creating and continually updating a master experience map,

designing micro-journeys, and ensuring consistency across all touchpoints and

channels.

It also helps the organization engage cross-functional teams to convert mapping

insights to tactical action plans and continually manages the master map.

The person in the organization responsible for defining, training and aligning the

journey mapping methodology across the organization (executed by the different

Journey Committees). The Journey Manager will usually be leading the first workshops and work on transferring knowledge to the Journey Owners, so they can progress independently.

A design technique which is a powerful tool for understanding, visualizing, and

communicating customer’s experiences. It plays a key role in improving the customer

journey across touchpoints and over time as they seek to achieve a specific goal or

fulfill a need.

Managing experiences to optimize value to its customers and the brand. It is also a

dynamic closed-loop approach that uses AI and machine learning to improve each

customer interaction so that they can more efficiently achieve their goals.

Data insights and analytics reveal contextual, real-time decisions, and next best actions.

The brand orchestrates change and allows the testing and management of an

experience journey, including the ability to see the value and financial impact. It enables the use of the customer’s entire experience to inform and personalize interactions that will improve customer experience, coordinate actions across the whole enterprise, and drive desirable outcomes.

The person leading the journey committee members taking the overall responsibility to map and drive the improvement cycle in a selected group of customer journeys. The Journey Owner will usually be a person with strong knowledge of the business and good relationships with fellow colleagues.

The process of updating the journey periodically as part of the Journey Governance

methodology, keeping the continuous improvement cycle or at specific milestones

when there is a significant change in the business or in customer behavioral patterns.

A visual diagram that maps out the steps in a service process, making it easier to

design a new process or to document and improve an existing one. It’s a tool that

provides a comprehensive view of the service delivery process, from the customer’s

perspective and how it ties to the internal business processes.

The understanding of human needs and expectations with a holistic and end-to-end

perspective creates intentional ways to define and deliver value required from

interactions with the brand. It is the practice of intentional and purposeful design of

experiences across a defined journey. It results in optimizing customer experience as

they seek to achieve a goal and the interactions the company will take at each step to

promote progress towards the goal.