What is a Journey Portfolio?
Let’s first define what a Journey Atlas is (by Forrester):
It is a strategic tool that helps organizations systematically uncover, organize and
prioritize customer journeys to enhance Customer Experience
A Journey Atlas is a catalog of your journeys. You can call it a journey collection or a library of journeys. It is a method to organize your journeys to have a better view of the inventory
It creates a strategic, bird’s-eye view of what matters to customers to help
companies prioritize, assign responsibility, collaborate and find shared values
across journeys
What is a Journey Hierarchy?
As part of the Journey Portfolio, Master journeys and sub-journeys are identified,
focusing on the priority journeys that were selected based on the method that was
explained previously.
The Macro Journey
The Master journey (also known as Macro Journey) is the highest level of the customer journey. It is also often referred to as a high-level journey, end-to-end journey, or L0 journey. The purpose of the end-to-end journey is to provide a comprehensive overview of the Customer Experience from the customer's first interaction with the brand to the final outcome, which can include post-purchase behavior and advocacy.
Organizations map a variety of end-to-end journeys as part of their Master Journey
Portfolio. These include persona-agnostic journeys, persona-end-to-end journeys and product or service end-to-end journeys; each providing a unique perspective on the customer journey.
The Micro Journey
A Stage or L1 Journey map (also known as Micro Journey) is a customer map that
focuses on a specific step of the end-to-end journey. There is no need to have an
end-to-end journey to map a stage journey, but it is recommended to start from a
high-level map and then zoom in gradually. Stage maps provide a deeper insight into
customer behavior and preferences at specific steps of the Master journey.
Organizations can create L2 journeys to go to a deeper level for specific stages of a
Stage journey.
The Touchpoint Journey
Touchpoint journeys are journeys focused on a specific communication channel.
Organizations map touchpoint journeys to better understand the Customer Experience on the website, on an App, or in the contact center, for example. These touchpoint journeys can be Master journeys or stage journeys. For example, you can map the Customer Experience on a website or when purchasing through the App.
Watch the overview video to see how easily you can organize, link and align your multiple customer journeys for a holistic view of customer experiences across your organization.
Follow best practices with developing and managing journey hierarchies at the different levels you need, from macro to micro journeys.
👉 For more best practices, download the Methodology Guide