Businesses must create a journey manager role within a customer experience team

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 07, 2019, 1:11 AM UTC

Journey managers must track and measure the impact of customer experiences.

This article highlights an idea by Kerry Bodine, customer experience expert and coach on the need for incorporating a new role, journey manager, within a customer experience team. Bodine recognises that silos allow businesses to do otherwise impossible things at scale, but they hinder customers looking to accomplish things.

To manage customer journeys, empathise with customers and define the problem they’re looking to solve. Then, brainstorm solutions to help customers reach their goal before developing prototype solutions and testing them.

Journey managers must understand customer needs and identify gaps in the journey. They must also track and measure the ongoing impact of customer experience. So, companies need a customer journey mindset which is developed by listening to customers, measuring pivotal points and moving to connected data sets. 

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[5 minute read]