Introducing Prioritisation: A new way to align across journeys and teams
Knowing what to do next and why across the entire Customer Experience just got a lot easier.
At TheyDo we see journeys shape the fabric of the organisation. Rather than seeing journeys as part of our products, our products become part of our customer journey.
Because in large organisations Journey Management spans across different teams, departments and sometimes countries, seeing all the details in hundreds of journeys is not how to make the most of your customer insights. Today, we’re thrilled to introduce a new way to get teams involved in decision-making, without the need of digging into all the different journeys with Opportunity Prioritisation.
What is an opportunity?
Ever share a customer journey map and wonder who actually use it? That’s where opportunities come in. The opportunity is like a layer on top of your journey. It holds together the steps from one or multiple journeys, that together contain all the insights the opportunity is based on.
Journey Management is simpler when you can prioritise on the opportunity level, rather than trying to define the biggest pains or gains in a single journey.
Reveal Opportunities not just pain points
As your team builds up the journeys over time, important Opportunities often emerge across different steps in the customer experience. Opportunities make it simple to surface what is important to focus on, and your journeys contain all the deep insights. You can create new opportunities from any journey step, define it using your preferred notation (i.e. “How Might we…”) and link the opportunity to all the steps in a journey, or across different journeys.
Whether you surface an opportunity right from the journey, or you create it first and then start linking it to the steps it impacts, in the end, you want to compare opportunities across the entire customer experience. While there is a wide-ranging set of variables to define opportunities against, in this first release we boiled everything down to the most important two: The customer and the Business value. To rank all opportunities using these two ranges enables everyone across teams to compare apples and apples.
Impact on the journeys
The size of the opportunities, relative to each other in a section or in the entire database, is defined by the number of insights found in the steps it is connected to. In other words: the more journey steps that back the Opportunity, the more impact it has when it gets addressed. Together with the customer value, the business value you will be able to quickly identify the top opportunities to focus on.
‘Effort’ to address the opportunity
The opportunity also contains an effort score. We know that to address an opportunity in full, usually, multiple teams are involved. From marketing to product to success, it takes a company to deliver a great customer experience. Tracking solution initiatives in line with the Opportunity is a simple way to keep an overview of who’s doing what. To estimate what the combined effort is of the work to address the opportunity, you can use the Effort value to complete the opportunity ranking. On the matrix, choosing different axis will help you see things from multiple angles and base your decisions on.
The double diamond lacks a feedback loop, so we built it
Design Thinking is a wonderful problem-solving process. But it's linear. Until it isn't. Here's how we turned the flow into a flywheel that keeps on spinning.