3 roundtable highlights: Cross functional collaboration in Customer Journey Management

How to keep the customer journey alive when product teams don't have the resources available to improve the journey?

• Show which data is currently missing, and how retrieving this data can impact product and business goals.
• Make the "pain" tangible for the stakeholders you need to convince.
• Invite your data analysts to contribute to the customer journey. Making it a living document, the journey can be used to inform the product strategy making it a two way street.

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What role can designers play in setting up the customer journey and how can they create a framework in order to use the customer journey cross teams?

• The role description of design differs per organisation. Designers are problem solvers, creative thinkers. They can support in defining the principles and WoW for CJM within the organisation.
• UX Research / Service Design are well equipped to conduct thorough research to build and maintain the customer journey.
• However, keep in mind that research summaries are like a vacation summary, the value is found in the experience - allow teams to talk to their end user themselves too!
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How to formalise journey ownership in a product-centric environment. How to make people take responsibility?

• Shared responsibility can lead to no responsibility. Seek the first followers who have a high sense of agency.
• Set up a guild to have regular check-ins on both new opportunities in the journey, as well as the framework.
• Celebrate small successes and link them to the metrics that you improved.
• Show data gaps, what is currently going wrong in the journey, you might notice that the underlying problem lies often in the internal operation.