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Case Study: Roadmap for Journey Intelligence

April 29, 2021

You’re sold on Journey Intelligence but how to proceed? Here is a case study to help illuminate the next steps your company can take to elevate its customer journey management to the next level.

Stage 1: A CX champion for ACME Incorporated was interested in the concept of Journey Intelligence. She saw bigger competitors sharing their success with journeys at CX conferences, and was interested in emerging analyst research about the value of being journey-centric. However, she wasn’t really sure where to start.

She hired a partner to establish taxonomy and organize data from the website, mobile app, IVR, and agent desktop, leaving other sources for a future project. They completed workshops that identified the journeys with the most impact for the least effort: bill pay and new account activation. As she moved into Stage 2, ACME was already starting to benefit from more organized data and journey-centric thinking.

Stage 2: The CX champion worked with internal analysts and the outside vendor to map two journeys: bill pay and open a new account. They started to organize more data sources. The champion was starting to see how weaknesses in the website impacted call center volume, but the website channel owner was still reluctant to have his success measured by KPIs from other channels.

However, he was willing to make changes that almost instantly decreased call volume. The call center owner made changes to agent scripts that improved first-call resolution. Other business units were starting to see the success she was having, and were becoming more interested in viewing their own channels through a journey-centric lens.

Stage 3: Having proven the value and ROI of Journey Intelligence on the first two journeys, ACME dramatically increased the number of journeys being mapped and optimized, expanding to include dispute handling, brand awareness, and a number of individual and highly profitable products.

Executives across the organization were starting to take notice and rely on journey-related KPIs. More data was being included, and bigger teams were working on insights. ACME started to see a measurable impact on retention, loyalty, and profits. Teams that used to have disparate reporting structures were connected. Each individual business unit was now evaluated by cross-channel impacts (for example, one of the web team’s key metrics was call center volume).

Stage 4:Journey Intelligence was fully operationalized. All journeys and sub-journeys were mapped and managed proactively, rather than reactively. Changes were being made in one channel due to insights from another. Executives at the highest level of the organization were aware of and reliant on journey-based metrics. Every journey and sub-journey has its own score that rolled up to an average score that was communicated throughout the organization. ACME started to see service costs reduced and revenue increase dramatically, and shareholders credited Journey Intelligence efforts for the improvements.


Journey Intelligence doesn’t have to be hard, expensive, or overwhelming.

Start with small, high-impact journeys.

If you’re a small to midsize company, start with a single journey in the digital channel with supplementary data. It’s easy access, low risk, low cost, and high value. Building credibility and demonstrating ROI should deliver access to additional data sources.

If you’re a larger company that is new to Journey Intelligence, start with 4-6 of your biggest and most common journeys. Show success and ROI, and expand from there.

Some larger companies are already doing complex, thorough journey analytics, mapping, orchestration, and dashboarding. The next step to transforming your efforts into Journey Intelligence: bring it all under one roof. Centralizing data and insights provides a much more holistic view of the journey and enables better ROI and easier, more streamlined project management. You can also consider organizing executive incentives around a single, guiding, Journey Intelligence Score.

Whether you are Stage 1, 2, 3, or 4, Journey Intelligence will help you make rapid and informed decisions that drive an outstanding customer experience and impact business outcomes.

Whether you are Stage 1, 2, 3, or 4, Journey Intelligence will help you make rapid and informed decisions that drive an outstanding customer experience and impact business outcomes.

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