Money Journeys

Journeys are the critical glue that binds together all the aspects of delivering Branded Customer Experience. The journey is where it all becomes real for your customers - these are their true lived experience. Success for the business comes from aligning your values, teams, data and technology around the right journeys for the customer and thus the company.

Many organizations have now invested in a journey-centric approach for their customers. Correctly focusing their processes on an understanding of what the customer is doing, rather than around internal product or business criteria.

This is the right approach, but often leads to a wealth of options - typical customers will be on many journeys, spanning time and channels. Business optimization comes from understanding which journeys really matter to the customer and deliver value to them and the business.

Journey-Smiths can assess all your journey options, existing and future, and prioritize deployment plans in terms of three key dimensions:

1. importance to the customer and potential value that can be delivered;

2. technical feasibility of alignment to customers’ mental models;

3. operational reality of effective delivery.

By creating a prioritized set of what we call Money Journeys the business can ensure alignment around alignment to the customer as your Branded Customer Experience initiative takes off.