Omni Core · Customer Journey Mapping · Module
Redesign
Changing the journey deliberately, with the internal changes that requires — the half that makes mapping worth doing.
The idea
How it works
Journey mapping produces a wall of paper and no change more often than not, because the changes it implies cross functional boundaries and belong to nobody.
The changes that matter are usually organisational rather than interface-level: who does what, in what order, with what information. That is harder to authorise and is where the improvement is.
Working with it
In practice
- 01
Pick three changes, not thirty
A map produces a long list. Three that happen beat thirty that are documented.
- 02
Name what has to change internally
Process, ownership or system. A journey change with no internal change attached will not happen.
- 03
Find an owner who spans the boundary
Changes crossing functions need someone senior enough to authorise both sides.
- 04
Measure the moment, not the programme
Whether the specific moment improved, rather than whether overall satisfaction moved, which is too noisy to attribute.
One level in
The components of redesign
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
A journey change with no internal change attached to it will not happen, however well the map is drawn.
The other modules in customer journey mapping
Mapping the journey
What the customer actually experiences, in order, from their side — including the waiting, the repetition and the parts the organisation never sees.
LearnMoments that matter
The few points that disproportionately determine how the whole is remembered, identified rather than assumed.
LearnChannel handovers
What happens when a customer moves between channels or functions — where context is lost and where the experience most often fails.
Learn