In a compelling presentation at the JourneyOps Stockholm event, Martin Palamarz, co-founder of TheyDo, shared valuable insights into the transformative power of journey management. TheyDo, a journey management platform, aims to bridge the gap between businesses and their customers by providing tools to create, manage, and optimise customer journeys at scale. Here’s a detailed look at Martin's key points and how TheyDo is revolutionising journey management.
The Essence of TheyDo
Martin began by explaining the unique philosophy behind TheyDo, emphasising their human-centric approach. The company’s name and their signature pink colour reflect the core idea that, irrespective of our differences, we are all fundamentally human. TheyDo focuses on understanding why people do what they do, not just what they say.
The Journey Management Challenge
One of the critical issues TheyDo addresses is the fragmentation within organisations. Martin highlighted a stark statistic from Bain & Co.: while 80% of Fortune 500 companies believe they are customer-centric, only 8% of their customers agree. This disconnect stems from silos within organisations, where data, decisions, and workflows are not integrated.
The Power of a Holistic Approach
TheyDo aims to unify these fragmented elements by providing a standardised, streamlined journey ecosystem. Martin emphasised the importance of making customer service the DNA of an entire company, not just a department. This holistic approach helps organisations to align around what truly matters, using both qualitative and quantitative data.
Transforming Customer Journeys
Martin showcased how TheyDo transforms static customer journey maps into dynamic, interactive tools. Traditional journey maps, often outdated as soon as they are created, are replaced with live, data-driven journeys. These dynamic journeys allow for real-time updates, performance tracking, and integration of various data sources, making them powerful business tools.
The Journey Ecosystem
TheyDo's platform enables the creation of layered, interactive journeys that can be customised to meet specific organisational needs. These journeys are not limited to external customer interactions but can also improve internal processes, treating employees as internal customers. By standardising workflows across teams, TheyDo helps organisations deliver consistent and efficient customer experiences.
Leveraging AI for Journey Management
A standout feature of TheyDo is its use of AI to streamline journey creation and management. Martin demonstrated how AI can quickly generate detailed journey maps from qualitative data, such as transcripts. This capability drastically reduces the time and effort required to create and update journeys, allowing businesses to respond swiftly to customer feedback and market changes.
From Mapping to Management
TheyDo encourages organisations to move from merely mapping journeys to actively managing them. This involves feeding data into journeys and extracting insights to guide decision-making. By integrating KPIs and OKRs into the journey context, businesses can track performance against goals and make informed adjustments.
Strategic Integration
Martin discussed the importance of integrating journey management into broader business strategies. He introduced a maturity model that helps organisations assess their current state and identify steps to enhance their journey management capabilities. Starting small and scaling fast while thinking big is the key to successful journey management.
Start Your Journey Management Transformation Today
If you are interested in exploring how journey management can transform your organisation, we would love to hear from you. As an official partner of TheyDo, we are uniquely positioned to help you 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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