At the recent JourneyOps Stockholm event, Adalgisa Santos, Service Design Expert & Competence Lead at KONE, delivered an enlightening presentation on the successes and failures of customer journey management. Her insights are invaluable for anyone interested in understanding how effective journey management can drive business success and customer satisfaction.
The Importance of Customer Journeys
Adalgisa opened by highlighting the significance of customer journeys in transforming business practices. She noted that despite extensive research and well-crafted customer journeys, many organisations fail to maintain these strategies, leading to recurring issues and missed opportunities.
KONE's Approach to Customer Journey Management
KONE, a leading elevator and escalator manufacturing company, has been integrating customer-centric approaches into its operations for years. With over 60,000 employees and 550,000 customers worldwide, KONE's commitment to understanding customer needs is critical to its mission of improving "People Flow."
Adalgisa shared that KONE's journey management journey began in 2009 when customer focus was first introduced in their Capital Markets Day. This focus led to numerous service design projects aimed at bringing the customer's voice into the company's operations.
Key Successes and Challenges
One of KONE’s major projects involved mapping the maintenance journey, which received significant visibility and support from senior leadership. This project marked a shift towards a more customer-centric approach, but it also highlighted several challenges:
Journey Overload: Multiple versions of customer journeys created confusion and disconnection among stakeholders. This led to the need for a unified, live customer journey that everyone could reference and contribute to.
Tool Limitations: Initial attempts to create interactive journeys in tools like Figma faced challenges in collaboration and ease of use. This highlighted the need for a more suitable tool to support dynamic, live journey management.
Practical Insights for Effective Journey Management
Adalgisa provided several practical insights from KONE’s experiences:
Bottom-Up Changes: Effective journey management often starts with small projects that iterate and improve over time. Success in these projects can build momentum for broader organisational changes.
Empowering Others: It’s crucial to empower team members to try the journey operations approach themselves. This fosters a collaborative environment where everyone contributes to the journey’s development and maintenance.
Tool Selection: While the tool is not the most important aspect, it can significantly aid in scaling journey management efforts. The right tool can simplify the process and make it more accessible for all stakeholders.
Conclusion
Adalgisa’s presentation underscored the importance of maintaining and iterating on customer journeys to ensure they remain relevant and effective. By sharing KONE’s successes and challenges, she provided valuable lessons for other organisations striving to enhance their journey management practices.
For those looking to improve their journey management strategies, the insights from Adalgisa Santos offer a roadmap to creating unified, customer-centric journeys that drive business success and customer satisfaction.
Start Your Journey Management Transformation Today
If you are interested in exploring how journey management can transform your organisation, I would love to hear from you. Let's discuss how we can tailor these strategies to fit your unique needs and drive success in your business. Please feel free to contact us to start this exciting journey together.
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