But merely mapping the journey during the development phase should not be the end. We live in a world of continuous customer feedback and continuous product release cycles – and yet in many organizations, journey maps resemble static artifacts that – at best – get updated a few times a year. The results are slower decisions, less relevant market insights, and more manpower needed to do the ‘heavy lift’ of updating a journey when it’s out of date. Plus, one group in the organization may not be aware of journey mapping work another group is doing, leading to inefficiencies and duplication of work.
But what if a journey map was not a static depiction of your current state and desired future state?
What if you could manage change in real-time, using the journey just to orchestrate priorities in the background? Meet journey management. Here, insights are mapped against a central inventory of journeys, and each of the journeys connects to a repository of ideas and action items. Implementing this framework has several benefits:
- Product organizations can make better decisions faster
- Journeys gain relevance to a wider group of stakeholders
- Innovators can drive change in real-time
- It drives ongoing customer collaboration