Podcast: Interview with Jochem van der Veer (TheyDo)

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In today’s post, we’ll dive deep into the insights shared in our recent podcast with Jochem, a pioneer in the field of journey management. Grab a cup of coffee, get comfortable, and let’s embark on this journey together!

The Power of Personal Connections

First and foremost, I’d like to extend a heartfelt thank you to Jochem for joining our Energy Podcast on Customer Experience. Meeting Jochem was a breath of fresh air—his energy and passion for journey management are truly infectious. It’s this kind of enthusiasm that drives us to continuously improve and innovate in the field of customer experience.

From Mapping to Managing Journeys

We started our conversation with a simple yet profound question: “What do you see as the key thing that adds value when using a journey versus process maps?” Jochem’s response was enlightening. He emphasized that while process maps focus on internal operations, journey maps put the customer at the center. This shift in perspective is crucial. Journey mapping is a tried-and-tested method of visualizing the customer’s path, but journey management takes it a step further by actively organizing and aligning business processes around these journeys.

Journey Management: A Continuous Process

One of the most significant takeaways from our discussion is the difference between journey mapping and journey management. Journey mapping is often static—it’s a snapshot of the customer’s experience at a given time. On the other hand, journey management is dynamic and continuous. It involves consistently executing on identified opportunities and aligning teams across the organization to ensure a seamless customer experience.

As Jochem aptly put it, “Journey mapping is maybe more static while journey management is a continuous thing.” This continuous approach ensures that we are always in tune with our customers’ needs and can adapt quickly to changes.

Breaking Down Silos with Journey Management

We all know how challenging it can be to break down silos within an organization. Traditional approaches to culture transformation can be slow and abstract. However, journey management offers a pragmatic solution. By centering our efforts around the customer journey, we naturally encourage collaboration across departments. As Jochem highlighted, “Journey management is the ideal way of breaking through silos.”

Imagine every team in your organization working together towards a common goal—improving the customer journey. It’s a simple yet powerful way to foster cooperation and drive meaningful change.

The Role of Leadership in Customer-Centric Transformation

Leadership plays a pivotal role in the success of journey management. If the leadership team acknowledges the importance of customer-centricity and supports the necessary changes, the organization is more likely to succeed. However, if leadership is hesitant, it can be challenging to make progress.

Jochem shared an insightful perspective: “If your leadership is still hesitant, you want to bring them value, so you need to show how those journeys have created insights that you couldn’t uncover elsewhere that led to a new opportunity that actually you fixed, you addressed, you solved with whatever was possible.”

This means starting with small, impactful changes that demonstrate the value of journey management. Once leadership sees the tangible benefits, they are more likely to support larger initiatives.

The Journey Management Toolbox

So, how do we get started with journey management? The first step is understanding where your organization stands. Have you already done some journey mapping? If so, great! Use those insights to identify key opportunities and start making changes. If not, it’s time to roll up your sleeves and begin the mapping process.

But remember, it’s not about mapping every possible journey. Start with the most critical ones—those that have a significant impact on your business goals. Focus on a few key journeys, map them out, and align your teams around them.

As Jochem advised, “Start with three, four journeys where you know the existing quarterly goals, your OKRs, or maybe even your annual goals. Have a need for you to fix them or address them. What are the journeys that are most important there?”

Avoiding Data Overload

A common pitfall in journey management is drowning in data. With so many tools and platforms available, it’s easy to get overwhelmed. The key is to focus on the right data. Identify the metrics that truly matter to your customers and your business.

Jochem provided valuable advice: “There is always more data to uncover, but you want to have the right data.” This means prioritizing metrics that align with your business objectives and provide actionable insights.

The Human Element in Customer-Centricity

At the heart of journey management is the human element. It’s about understanding and empathizing with your customers. It’s also about ensuring that your employees feel a sense of purpose and alignment with the organization’s goals.

As Jochem shared, “What I see companies think is like, ‘Oh, we have NPS embedded in all things we do, so we must know we can layer it on.’ Great starting point, but it is the starting point. It is not the end point, and it’s too big of a metric to impact.”

This human-centric approach ensures that both customers and employees feel valued and engaged. It’s not just about improving metrics; it’s about creating meaningful connections and experiences.

The Future of Journey Management

Looking ahead, the future of journey management is bright. More and more organizations are recognizing its value and implementing it at scale. The shift from journey mapping to journey management represents a significant evolution in how we approach customer experience.

As we wrap up, I want to leave you with a final thought: Journey management is not a one-time project. It’s an ongoing commitment to understanding and improving the customer experience. It’s about fostering collaboration, breaking down silos, and continuously adapting to meet customer needs.

Join Us on This Journey

We’re excited to continue exploring and innovating in the field of journey management. Whether you’re just starting or looking to take your efforts to the next level, we’re here to support you. Together, we can create a customer-centric world where every journey is meaningful and impactful.

Thank you for joining us on this journey. Let’s continue to learn, grow, and transform the way we approach customer experience. If you have any questions or would like to share your insights, feel free to reach out. We’d love to hear from you!

Until next time, stay passionate and keep putting your customers at the heart of everything you do.

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