Best Practice Report

Journey-Centricity: A Strong Foundation For Structure

May 5th, 2021
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
Rick Parrish , Martin Gill , Clarissa Skinner , Shayna Neuburg

Summary

Companies can’t become customer-obsessed without becoming customer-journey-centric, because journeys — not products, channels, or business processes — are customers' lived realities. However, there is no cookie-cutter way of embracing journey-centricity. To become journey-centric, companies must ensure broad executive support, start with a journey pilot program, experiment to prioritize speed and responsiveness, and make complementary changes to operational levers of customer obsession beyond structure.

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