Most organizations have journey maps, dashboards, and customer insight. Turning them into decisions that shape funding, priorities, and delivery is the hard part.

In this episode, Host Martin Gill speaks with Joana de Quintanilha, VP, Principal Analyst at Forrester, about the shift from creating journey maps as assets to embracing a journey decision system that embeds customer context into business rhythms. She shows how leading organizations connect journey data to portfolio planning, funding decisions, and product roadmaps. We discuss:

  • Why journey maps fail to influence priorities and investment
  • What a journey decision system is and how it works as an operating model
  • How to embed customer insight into funding, governance, and delivery decisions
  • Why CX leaders must lead with business problems, not journey language
  • Practical steps to move from insight to measurable business impact