3 PRINCIPLES FOR

JOURNEY MANAGEMENT

AND THE OUTCOMES

THEY CREATE

MAP YOUR BUSINESS FROM THE OUTSIDE-IN

We describe services from our customers’ perspective

Outcomes

• An outside-in, customer view of the business provides a foundation for customer-centricity.
• A levelled journey framework brings perspective at strategy and delivery and technical levels.
• Customer research increases the accuracy and depth of the customer view.

MEASURE

BUSINESS VALUE

We link innovation to business metrics, to show the impact of our work

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Outcomes

• Business goals are synchronised with team level innovation work.
• We provide leadership with a holistic view of innovation work, supporting alignment of goals across teams.
• This information improves prioritisation for teams to shape roadmaps and leadership to take budget decisions.

HIGH IMPACT�STORYTELLING

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Strong narratives and inclusive language harmonise our approach across disciplines

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Outcomes

• Inclusive language, shared across teams, leadership and customers improves communication.
• Improved communication supports input from a wider, more diverse group of stakeholders.
• Shared outcomes across disciplines align teams to create a seamless customer experience.

3 PRINCIPLES FOR

JOURNEY MANAGEMENT