This document discusses a customer journey management system from Futurelab. It provides a 7 step process for successful customer journey management, including clearly defining objectives, generating customer insights, designing journey maps, operationalizing the journey, implementing changes, conducting deep dives, and reinventing the experience. The goal is to help companies better understand the customer experience, align around a single framework, and ensure continuous CX improvements.

1. FUTURELAB
Customer Journey Management System
Based on Futurelab experience at NN Insurance, Vodafone, Toyota/Lexus, Grant Thornton and various others
20/05/2018

2. Operational reality always seems reasonable from the internal point of view. But
from the perspective of the customer it could look very different. Conflicting
messages, inconsistent promises and extra hoops to jump through can result in
confusion and ultimately loss of customer.
This is why Customer Journey Management at the heart of any Customer
Experience programme. Starting with the framework describing all events,
emotions, expectations and interactions that customers experience with your
company answers 4 key objectives:
1. Understanding your customer reality better
2. Aligning your people around a single framework for CX
3. Developing an action plan and giving momentum to for structural CX
improvements in your company.
4. Ensure the continuous implementation and management of the customer
journey throughout the organisation
On the next pages we show you the elements that go in to a full scale
Customer Journey Management System. Of course you will have to look
which of these elements are relevant for your organisation and your situation.
We will gladly help you with this. Call us to discuss real life examples and cases
and how we can help you to put the customer at the heart of everything you do.
The heart of your Customer
Experience program

3. FUTURELAB
7 Steps to Successful Customer Journey Management
3.
1.
Clearly define
the objective
2.
Generate
insights
3.
Design a first
journey map
4.
Operationalise
the journey
6.
Conduct select
deep-dives
7.
Reinvent the
experience
5.
Implement
changes

4. FUTURELAB
1. Clearly define the objective
4.
There are many approaches to
customer journey management.
To pick the right one, you need to understand
what you ultimately want to achieve.
Align the
business
Possible motivations
Find & fix
weaknesses
Differentiate
your business
Improve resource
allocation
Envision the
CX future
Manage value
drivers
Establish an
operational frame
Develop digital
framework
…

5. FUTURELAB
2. Generate Insights
5.
Customer
insights
Insight categories
Competitive
insights
Market
insights
• Voice of the customer/NPS research
• Desk research
• Customer panels
• Customer conversations
• Channel conversations
• (Cross-industry) expert panels
• Observation research
• Mystery shopping
• Deep insight techniques
Collection mechanisms
Every journey management effort needs to
be rooted in customer insight, both in
absolute terms as in the context of the
market and the competition.

6. FUTURELAB
Key elements
High level process
3. Design a first journey map
6.
Outside-in
journey steps
Customer
mind-set
Choice
drivers
Advocacy
drivers
Formulate a thesis
based on customer
insights
Align various
business
stakeholders
Validate final thesis
with the customer
With journey mapping, it’s
easy to get lost in the detail
of every touch-point.
That’s why it’s important to
start simple and focus on
the big picture first.
Customer
Expectations

7. FUTURELAB
Key standards to be defined
High level process
4. Operationalise the journey
7.
Minimum
CX standards
Advocacy
standards
Employee
behaviours
Data/system
standards
Formulate a
thesis based
on customer
insights
Align various
business
stakeholders
Validate
final thesis
with the
customer
Prioritise
key
standards &
focus areas
Once the high level journey is
defined, it needs to be translated
into operational standards upon
which the business can act.
This is done at a high enough
level to be customer noticeable
and allow the company to
answer the question Are we
doing the right things?

8. FUTURELAB
5. Implement improvements/changes
20/05/2018 8.
Planning without action is pointless.
But when it comes to implementing
improvements it is crucial to clearly scope
and prioritise the extent of the change
envisaged. Only this way the company can
make sure that they really happen.
Key standards to be defined
High level process
People
Readiness
Resource
availability
Customer
Performance
Operational
Readiness
Gap analysis
(as is vs. to be)
Prioritise
& re-scope
Implement
changes
Validate impact
& improve

9. FUTURELAB
Key elements
High level process
6. Conduct select deep dives
20/05/2018 9.
Touch-point
improvement
Swim lane
improvement
Persona
journeys
Select priority
focus area
Fact-finding &
interviews
Thesis
development
Validation &
improvement
With a general journey improvement
programme is en route, deep-dives
become possible refining the customer’s
experience for high-volume or impact
journeys, individual touch-points or
customer personas.

10. FUTURELAB
Key elements
High level process
7. Re-invent the experience
10.
Industry vision
document
Book of future
opportunities
Future CX
roadmap
Trend
analysis
Visioning
workshops
Reality
checks
Continuous
innovation
cycle
Even the best (traditional) journey
map will only reflect today’s reality.
To truly be competitive, you need to
visualise the future and challenge
your industry’s orthodoxies all over.

11. FUTURELAB
FUTURELAB
Let’s talk customer – contact us for a call or a
cup of coffee – and we can show you some
real life cases:
Stefan Kolle
Managing Director
sko@futurelab.net
+32 473 88 89 96
We make Customer-Centricity happen. Profitably.
Marina Natanova
Head of Research
mna@futurelab.net
+32 473 88 89 96
Interested? Inspired?
Curious? Questions?

12. We make Customer Centricity happen. Profitably.
Industry expertise
A structured approach for automotive firms to embed
the customer perspective in every aspect of their
business, from customer journey development to POS
training
Automotive
A structured approach for telecommunication firms to
embed the customer perspective in every aspect of
their business.
Telecommunications
A skilled multi-language team for EMEA clients B2B and B2C Credentials
To make the world a more
customer-friendly place (for fun & profit)
Our Purpose We make customer experience happen. Profitably.Our Promise
Who are we?
What do we do?
A structured approach for B2B firms to loyalize
customers, improve share of wallet, and save accounts
at risk. NPS, customer journey, and other key tools.
Business to Business
We are Customer Experience Architects.
Futurelab is the European customer experience (CX) consultancy. For more than 15 years we help our clients
understand the needs of their customers, develop better customer experience, and draw profit from customers’
loyalty and word of mouth.
We call ourselves “Customer Experience Architects” because we help you dream, design, launch and
implement your CX program – just like an architect helps a client to dream, design and create a new building.
We listen to your needs, evaluate your current situation, and plan projects with your team, managing your
agencies and vendors towards the desired result.
But we don't stop just there: like any good architect, we stay with you overseeing the implementation process,
making sure that projects are on track, the necessary processes are created, and your people learn necessary
skill sets.
This is why our services fit your needs – from customer strategy development and NPS ® pilots to all-company
customer centricity trainings. Our focus is on identifying quick wins and drive the ROI of any project. Through our
offices in Germany and Belgium, as well as our associates in many other countries, we are always close to you.
Own offices
Antwerp, Stuttgart
Network partners
Copenhagen, Prague
Representations
Valencia, Moscow