Presentation to Helsinki Customer Journey management meet-up. Personal reflection on past 6 years of working in the field of CX and Service design. Exploring 3 questions/challenges: 1-How to construct a robust customer journey framework, 2-How to form optimal customer understanding, 3-How to craft a CX dashboard for actionable insights. Helsinki, 2024

1. Three Foundational
Components to Successful
Customer Journey Ops
Presented by Marion Boberg
Customer journey management meet-up 2024
Operationalising customer-centricity

2. Introduction
Customer centricity is not just a goal but a transformative
destination
Let’s explore
How to construct a robust customer journey framework,
How to forme optimal customer understanding,
How to craft a CX dashboard for actionable insights.
It's not just about transactions; it's about forging lasting
connections.

3. Main challenges identified
1. 2. 3.
Everyone map their own
maps, around specific
product and services
Every unit runs their own
CX actions following their
own frameworks
Not one single place for
customer understanding
Each unit has own
customer data and tools
Customers and business
data are gathered around
and through each product
lenses,
Data are mostly gathered
and managed on some
touchpoint level

4. 1- From CJ map to CJ framework
Customer Journey is a sequence of steps or actions which a customer take in order to achieve a specific goal.
During this process, customer interact with the organisation through different channels using different devices.

5. Gathering and listening
Engage, listen with empathy
and co-create with diverse
stakeholders and frameworks in
use to identify common ground
Idenitfying linear steps
Form an end-to-end journey, with
key phases, steps, and validate
with customers in their own
words
Framing for the organisation
Create a visually clean and easy-
to-grasp circular framework.
Co-create a robust Framework

6. Framework for
the organisation
Creating a visually impactful circular framework
Put the customer at the centre
Align customer journey steps with business
journey steps
Allow a common language

7. 2- Customer understanding
Understand your whole customer base through
customer segments
Organise your voice of the customer data in one
customer listing path along your journey steps to
tell the story of customers’ lives

8. Customer segmentation
Mix qualitative and quantitative data
Balance attribute of
persona from in-depth interviews
segment from deep data and analytics
Create life-stage segmentation usable by the whole
organisation (from marketing, to design, to business
strategy ...)
Life-stagecategory
needs and wants
Pain-points
Products owned
Money spent €
% from base
Tunure
Favorite channels
Risks
Demographics

9. Customer
journey steps
I
discover
I buy
I get
started
I use I like
I love,
share
I buy
more
I don’t
need
anymore
I move
on
Overall
experience
key customer
feedback
key reasons to
contact
Opportunities
Opportunity
1
Opportunity
2
Opportunity
3
Opportunity
4
Customer listening path
Gather in one place the
voice of the customer,
feedbacks along Customer
journey steps
Engage with, and invite the
different part of the
organisation, to present,
argue, complement and
validate their customer data
in one story

10. 3- CX dashboard
Engage the key stakelholders
Follow the metrics that matters
Pivot your data from product to customer to
journey
“End-to-end customer journeys, not individual
touchpoints, are the unit to measure when setting
priorities for your customer-experience investments”
McKinsey

11. Key customer journeys Purchase Usage Change Support Resignation
Key cutomer Goals
Find and take the
purchased product
easily in use
Easily and continuously
use the product that
works as promised
Seamlessly access own
informations to change,
upgrade downgrade
products and services
Find and access support
easily and in a timely
manner
Trust that the company
X cares about me
Resign and return
effortlessly
Voice of the customer metrics
CES finding & taking
into-use
Customer
Satisfaction (CSAT)
Customer Effort
Score (CES)
Net Promotor Score
(NPS) after usage
CES
CSAT
feeling of care
survey
CES to get support
CSAT
Exist survey
feedback
NPS after
resignation
Finanacial metrics
Conversion rate
Nb of paying
customer after 60
days
Monthly Recurring
Revenue (MRR)
Customer Lifetime
Value (CLV)
Upsell Conversion
Rate
Average Revenue
Per User (ARPU)
Churn rate
Operational metrics
% contact related to
finding/ordering a
product and taking
into use
Number of incidents
Marketing campaign
effectiveness
Average resolution
time
Win-Back campaign
effectiveness
CX dashboard

12. 2.
In summary
Shape the operational
governance model
Guide strategic
prioritisation around most
valuable customers
Monitor your actions
operational efficiency
Framework Framework
Insights Dashboard

13. Thanks!
marionboberg1@gmail.com
https://www.linkedin.com/in/marion-boberg/
Presented by Marion Boberg
January 30th, 2024

14. References
January 30th, 2024
Bliss (2015) Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine, Wiley
1.
Bliss (2015) Customer listening path
2.
Bodine (2017) Which Customer Journeys Should you Map?
3.
Fernández-Trapiella (2017) Telefónica adopts customer journeys and a process-driven approach, TMForum
4.
Hannukainen (2019) Managing customer insight for design, Data driven design day
5.
Lin (2018) Customer Journey Simplification – A journey to business transformation
6.
LinkedIn (2023) How do you segment B2C customers based on their life stage and needs?
7.
Manning, Bodine and Bernoff (2012) Outside In: The Power of Putting Customers at the Centre of Your Business, New Harvest
8.
Muscutt (2023) Why Customer-Centricity May Be Killing Your CX Strategy, WomeninCX
9.
Rawson et al. (2013) The truth about customer experience, HBR
10.
Salazar (2023) Customer-Journey Management : Establish and operationalize journey-level experience design work across functional
groups for continuous improvement, NNgp
11.
Scheba et al. (2017) Putting customer experience at the heart of next-generation operating models, McKinseyDigital
12.
Schmidt (2020) How To Measure Value For Customers? , Forrester
13.
Stickdorn (2022) Journey Map Operations
14.
Wang (2016) The Human insights missing from your big data
15.