March 26, 2025

Let me start with the obvious: almost every organization I work with believes they’re doing journey management. They’re mapping stuff. They’ve got sticky notes. There’s a tool involved. Maybe even two. Everyone’s super busy. But here’s the catch: being busy mapping isn’t the same as managing. In fact, most journey management programs I come across […]

When people think about customer experience, their mind often jumps to retail or B2C—fast-paced transactions, NPS scores, and omnichannel tools. But let’s be honest: if you really want to test your CX muscles, try building it in a B2B industrial context. Spoiler alert: there’s no “click to return” button there. That’s exactly why I was