Customer journey management is a proven approach to delivering the seamless experiences your customers demand. It focuses on the journeys your customers take as they seek to achieve a goal, rather than optimizing single. interactions at each touchpoint

1. Practical guide to
mastering
journey
management
genesys.com

2. Maximize impact when
you take a phased approach
cONTENTS:
• Phase 1 – Walk: Visualize and discover
• Phase 2 – Run: Measure and quantify
• Phase 3 – Fly: Orchestrate and optimize

3. Nearly half of customer experience (CX) leaders say when
a customer calls, they don’t know who’s contacting them.
And it’s even tougher to find out why customers contact
an organization.
As artificial intelligence (AI) evolves and digital channels
multiply, managing your contact center systems and
solutions becomes more difficult. And often, you need
a lot of time and the help of analysts or technical staff
to understand customer context and quantify the impact
of customer experiences on business outcomes.
CX leaders are adopting journey management to eliminate
channel-based silos and gain visibility within — and beyond
— the contact center.
Understanding journey
management
Customer journey management is a proven
approach to delivering the seamless experiences
your customers demand. It focuses on the
journeys your customers take as they seek to
achieve a goal, rather than optimizing single
interactions at each touchpoint.
Contact center leaders can use journey
management to:
• Measure and monitor omnichannel
experiences both within and beyond the
contact center
• Identify the drivers of poor contact center
experiences and performance issues
• Deliver frictionless, connected omnichannel
experiences by bridging the gaps between
service channels
Practical guide to mastering journey management
3

4. Experience Orchestration is the next frontier for brands
to conquer. Now more than ever, consumers expect your
business to understand not only who they are, but what
they want to do and what they’ve tried so far — no matter
which channel they engage in next.
And if customers encounter a problem, they expect your
employees to know what it is and how to fix it.
But you can’t orchestrate actions to optimize CX without:
• Understanding which goals your customers
want to achieve
• Monitoring behavior across channels
• Identifying the root cause of experience
and performance issues
• Quantifying the impact of those issues
and potential solutions
• Orchestrating actions to optimize experiences
and outcomes
Why now is the time
of organizations worldwide have a very good
understanding of experience across all phases of
customer journeys.
– Beyond NPS: CX measurement
Harvard Business Review Analytic Services, 2022
28%
Only
Start taking steps to manage, measure
and optimize customer journeys

5. genesys.com
Phase 1
Walk:
Visualize
and discover

6. Phase 1 – Walk: Visualize and discover
Think of “Walk” as a discovery phase where
you can see exactly what customers do before,
during and after they interact with your company.
To deliver a consistent, exceptional experience
across all channels, start by visualizing customer
behavior to identify the most important
interactions and uncover points of friction.
“You can’t be customer centric
if you can’t see the journey.”
Dave Edelman
Senior Lecturer, Harvard Business School
Former CMO, Aetna
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7. Phase 1 – Walk: Visualize and discover
See customer journeys
like never before
Resolve identities without the headache
Sophisticated journey management solutions don’t require
you to first spend months fixing your data to create a
common customer identifier across all data sources. They
work with your data, as it currently exists in the systems
you use today, like your contact center environment, CRM
system and other platforms. This significantly reduces
the time and technical resources needed to implement
a journey-based approach — so you can start visualizing
customer behavior sooner.
Begin with your highest priority data sources, such as
voice, IVR and chat. Don’t worry about integrating all your
existing systems at once — you can expand your scope
over time. Once data is ingested, Genesys Autonomous
Identity Resolution provides a true channel-less experience
by stitching together customer interactions across
channels so you can understand how customers behave
as they engage with your organization.
Visualize omnichannel behavior
Path Discovery enables you to see what customers do within any
channel — and the paths that lead them there. With this level of
visibility, it’s easy to identify the interactions that go smoothly and
the ones that hinder CX and customer satisfaction (CSAT).
Zoom in
Understanding each customer as a unique individual is critical to
providing empathetic, personalized service. Journey visualization
shows employees what individuals have done up until the moment
they make contact. Using Single Customer View, agents don’t need
to ask customers why they’re calling and what they’ve already
done. As a result, service is more efficient and customers — and
employees — are happier.
The view from above
Seeing the big picture helps you quickly see what’s working and what
isn’t. Visualizing the paths all your customers take to achieve their
goals, like paying a bill or updating account information, helps you
uncover trends and patterns.
Understanding the volume of customers that aren’t contained in
self-service channels or are transferred to multiple agents is the
first step in quantifying the impact of customer behavior on CX and
business outcomes.
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8. Phase 1 – Walk: Visualize and discover
Look both ways
Help your employees understand how each customer
arrived at their current interaction and where they went
next, so they can quickly identify common scenarios and
resolve issues faster.
Discover hidden obstacles
and quick fixes to reduce friction
As you take a data-driven approach to map customer
journeys, you’ll uncover behavior that results in
unnecessary channel switching, repeating steps or
abandoning the journey entirely. Work with your service
teams to define other behavioral signals that indicate
breakdowns in customer experience.
This way, you can quickly answer crucial questions by
understanding what’s driving customer contacts, what
customers did before they engaged with your bot, or
what they did next. By identifying what went wrong, you
can begin to brainstorm ways to improve customer and
employee experiences.
Pro tips
• Identify quick wins: Start with one or two journeys
that matter most to you and your customers.
Identify the data required to visualize these
journeys.
• Share your insights: Show channel owners and
key business stakeholders how actual customer
behavior compares with their expectations.
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9. Use case
The money sending experience
A financial services provider wanted to understand the
experience when a customer sends money to another
individual.
The CX analyst used Genesys Path Discovery to reveal every
path customers took to accomplish this goal. They found
that account holders who needed assistance called an agent
rather than using the company’s FAQ pages.
The CX team realized they needed to make the FAQ pages
more visible. And they identified specific FAQ pages with
issues, such as broken video links, that didn’t help customers
complete their journey.
By visualizing all the paths customers took to send money, the
financial services provider uncovered friction points, quantified
the impact and identified a solution to improve the experience.
Phase 1 – Walk: Visualize and discover
9

10. Phase 1 – Walk: Visualize and discover
Checklist
Before you Run:
Define and integrate the journey data that
matters most to you and your customers
Visualize omnichannel behavior
Identify interactions that prevent customers
from reaching their goals
Share insights with cross-functional teams
Identify and align on opportunities for
improvement
At the end of the Walk phase,
you should be able to visualize
omnichannel customer behaviors.
Channel managers should begin to see
how behavior in one channel affects
others and analysts should be able to
identify where customers encounter
obstacles — and how to fix them.
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11. genesys.com
Phase 2
RUN:
Measure
and quantify

12. During the Walk phase, you took your first step.
You visualized customer journeys and uncovered
opportunities for improvement. Now that you’re
ready to Run, it’s time to improve analysis and
measurement so you can quantify the impact of
customer behavior on CX and business metrics.
“If you aren’t measuring
customer experience along
all key points, a function in
your organization could be
dropping the ball, which will
eliminate progress across the
board no matter what else you
were doing at other points to
improve CX.”
Ryan Willis
Director, Experience Management
Lumen Technologies
Phase 2 – Run: Measure and quantify
12

13. Phase 2 – Run: Measure and quantify
Uncover rich insights faster
Once you’ve visualized customer behavior, it’s time to
assess how it affects the metrics that matter most. Journey
analytics enable you to answer questions rapidly and make
data-driven decisions.
Instead of waiting weeks while analysts assemble new
data sets and perform analyses using traditional methods,
business users can use journey analytics to answer queries
in minutes, such as:
• Why do customers use specific channels?
• Why are customers leaking out of self-service
channels?
• How do interactions in the contact center impact
CSAT or Net Promoter Score (NPS)?
• How does customer behavior impact NPS?
• How does customer behavior affect customer effort?
• How do CX metrics change over time?
• How do CX metrics affect cost to serve
and revenue growth?
13

14. Phase 2 – Run: Measure and quantify
Customer goal Business goal
Get approved for a mortgage Increase assets under
management
Add spouse to health insurance Decrease member effort, increase
self-service
Exchange one product for another Increase self-service, reduce cost
to serve
Identify the journeys
that lead to success
A crucial step on your path toward mastering journey
management is evolving the way you measure
customer experience.
Align customer goals to business goals
Your customers don’t care about your overall average
handle time or cost to serve. They want you to solve
their problems, so they can achieve their goals quickly
and efficiently — in whichever channel they desire.
It’s critical to see the experience from the customer point
of view. Think of their goals using words consumers use,
such as “I want to buy a house,” or “I need my Wi-Fi to go
faster.” Then, consider how those goals influence or map
to your company’s goals.
In the real world
Here are a few examples of customer goals
and how they map to business outcomes.
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15. Use dashboards to measure
and monitor journey performance
Now that you’ve defined customer goals, categorize those goals
into groups. For instance, goals that involve solving a problem or
revising an incorrect bill can fall under the “Get support” category.
Here are the major journey categories that matter most across
industries:
• Buy or join
• Set up service or product
• Pay a bill
• Use my service or product
• Get support
• Make a change
• Cancel service or leave a brand
Next, use Genesys Journey Analytics to build dashboards that
measure each journey. This provides clarity and transparency for
every member of your organization — from agents to channel
managers to leadership — with an understanding of performance
at a glance. That makes it easier to know exactly where to look
when self-service rates plummet or call volumes soar.
Phase 2 – Run: Measure and quantify
15

16. Define signals and metrics
Once customer and business goals are aligned, dig deeper.
It’s time to define in-journey signals and end-of-journey
success metrics that capture the health of customer journeys
and their impact on your bottom line.
In-journey signals predict
the likelihood of success
Indicators along the journey predict whether your customers
are likely to achieve their goals.
Let’s go back to a banking customer who needs a mortgage.
For a mortgage provider, the in-journey signals might include:
• Percentage of customers who switch channels before
completing a milestone, such as using an affordability
calculator, completing the pre-qualification process or
submitting the application
• Number of repeated steps
• Number of consumers using affordability calculators
• Percentage of customers who abandon forms
Success metrics quantify journey health
These metrics capture the value your customers want to
obtain from the journey and the company goals associated
with it.
For the same lender, the success metrics for this journey
might include:
• Application submission rate
• Number of mortgages sold
• Cost to serve
• CSAT
• NPS
Pro tip
Set up global KPIs or metrics you define that
are automatically calculated at all levels — even
down to a single interaction.
Phase 2 – Run: Measure and quantify
16

17. Use case
Monitor and socialize journey performance
The director of customer experience at a national
telecommunications provider needed an easy way to
communicate with CX leadership about how customer
journeys were performing.
To build a comprehensive dashboard, the CX director defined
the most important customer journeys, as well as associated
micro-journeys. For example, when prospective customers
are deciding whether to join the provider, the CX director knew
that consumers needed to educate themselves on the different
packages offered and shop for the service that fit their need and
price point before joining.
Next, the CX director collaborated with channel managers to
identify the metrics that capture the health of each journey,
such as volume, NPS, fallout rate, call rate, chat rate and
journey completion (conversion) rate.
With journeys defined and metrics identified, they created
an omnichannel view across web, calls, chat and a virtual
assistant. They set thresholds for each metric and included
graphs to make it simple to understand journey performance.
As a result, executive leadership obtained 24/7 access to
KPIs and trends for key journeys and sub-journeys, which
enabled them to make better prioritization decisions. It also
reduced the number of requests for updated reports on
standard CX metrics, so analysts could focus on answering
more complex questions.
Phase 2 – Run: Measure and quantify

18. Phase 2 – Run: Measure and quantify
Checklist
Before you Fly:
Align customer goals with business goals
Define behavior that signals journey
success or failure
Establish success metrics
Build dashboards for the most important
customer journeys
Set goals for each KPI
Proactively measure and monitor
high-priority journeys
At the end of the Run phase,
you should know which journeys
are underperforming. When metrics
fluctuate, managers and analysts should
be able to drill down and identify what is
or isn’t working. It should be easy to
calculate the impact on related outcomes
like customer effort, FCR, cost to serve
and more.
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19. genesys.com
Phase 3
fly:
Orchestrate
and optimize

20. During the Run phase, you aligned customer
and business goals, and quantified the
impact of customer behavior on CX
and business metrics. Armed with that
information, you’re ready to identify the root
cause of problems and orchestrate actions
to optimize experiences and outcomes.
“We’ve transformed Italian
and UK contact centers
into data-driven care centers.
We can clearly link events,
see why conversations did
or didn’t convert into sales,
and learn how to create
better experiences next time.”
Mateusz Jazdzewski
IT Peace of Mind Solutions Manager and Head of CX Product
Electrolux
Phase 3 - Fly: Orchestrate and optimize
20

21. Effective orchestration begins with the ability to measure CX
across all channels in real time. And when metrics start to
fluctuate, you need to know why as soon as possible.
Typically, you’d wait weeks for data science or analytics teams to
find out a problem exists and then perform a root cause analysis.
But with Genesys Intelligent Agents, you can receive notifications
when KPIs change and identify the root cause without waiting for
technical analysts.
Get alerted to changes in experience
and performance
Start by setting thresholds for CX and business metrics. Then,
you can rely on AI to detect anomalies, so you’ll know which
ones rise too high or fall too low the moment it happens.
Genesys Intelligent Alerts let you know about changes in
journey performance, scores, customer metrics, financial
metrics and any user-defined metric you wish to monitor
and track. Different business units can set up their own
benchmarks and alerts to monitor the KPIs that matter most
to them.
Accelerate analyses with AI
Leverage the power and speed of AI for root cause analysis.
AI-powered journey management solutions look through
millions of interactions quickly, recognizing behaviors
that correlate to specific outcomes. You can also identify
attributes that describe those customers who are driving the
desired or undesired outcome.
Detect and identify the root cause of CX and performance issues
Phase 3 - Fly: Orchestrate and optimize
21

22. Orchestrate better experiences
Once you identify the cause of a problem, it’s time to fix it.
Based on the insights you’ve gathered, you can orchestrate
actions to optimize specific experiences for individual
customers in real time. Depending on the issues you find,
how you orchestrate changes could differ.
The solution could range from:
• Triggering a notification directly to the customer
• Popping up a chatbot to offer assistance
• Providing an employee with information about how to
help the specific customer they’re about to engage with
For example, you may find that a significant volume of
customers call to speak with an agent after reading an FAQ
on your website. To improve self-service, you could launch a
chatbot to ask if the customer has any questions.
Empowered by the foundation of orchestration
— understanding who each individual is and
what they’re trying to achieve — employees
don’t need customers to repeat themselves.
They can suggest the best solution to their
problem or present the most relevant up-sell or
cross-sell offer for that unique customer.
Phase 3 - Fly: Orchestrate and optimize
22

23. Use case
Increase sales through real-time journey
orchestration
Ethiopian Arlines saw low completion rates for customers
booking flights and wanted to improve the self-service
purchase journey.
First, they visualized the ticket purchasing journey. Then, they
used Genesys AI to detect any changes in the likelihood that
a customer looking at flights on the website would complete
their purchase. The airline found that some customers
navigated to an FAQ page before completing their purchase.
Others bounced off the purchase page altogether.
The airline realized it needed to engage customers and
influence their decisions in real time. It proactively initiated a
chat session when customers reached the purchase page.
The chatbot offered to address any questions or concerns
customers had.
The airline found that 19% of customers accepted the offer to
engage through chat. And of those customers, the completion
rate increased by 49%.
“Genesys is enabling us
to capture significantly
more window shoppers
on our website. Conversion
rates rose by 49% at the
six-week stage. And we’ve
only really scratched
the surface.”
Getinet Tadesse
CIO
Ethiopian Airlines
Phase 3 - Fly: Orchestrate and optimize
23

24. Checklist
Keep flying higher:
Expand CX measurement to cover every journey
across the customer lifecycle
Quantify the impact of the actions you
orchestrate to determine effectiveness
Socialize strategies and insights regularly across
your organization
Collaborate with other business units to improve
experiences that span multiple departments
As you continue to Fly, share your
success with the rest of your organization.
Journey management can help every
employee see things from the customer
point of view. Aligning cross-functional
teams on the value of journeys enables
your entire organization to orchestrate
empathetic and connected experiences.
Phase 3 - Fly: Orchestrate and optimize
24

25. Conclusion
It’s time to leverage journey management to monitor
performance, identify the root cause of issues and orchestrate
frictionless, connected experiences.
Journey management can be easy to implement — and highly
effective — once you see your brand through your customers’
eyes. Genesys Professional Services and our partners can
guide you to get started quickly.
We’ve pioneered Experience as a Service®
to help
organizations of all sizes orchestrate connected, personalized
experiences at scale and quantify your impact on business
outcomes — all through the power of the cloud. The Genesys
Cloud CX™ platform provides the foundation for continuous,
proactive improvement of CX and business outcomes.
What are you waiting for?
Take the first step towards Integrating
journey management into your strategy
and tech stack, so you can elevate CX,
EX, and business performance.
Connect all your customer data
for insight you can act on.
See how
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26. ABOUT GENESYS
Every year, Genesys®
orchestrates more than 70 billion remarkable customer experiences for organizations in
more than 100 countries. Through the power of our cloud, digital and AI technologies, organizations can realize
Experience as a Service®
, our vision for empathetic customer experiences at scale. With Genesys, organizations
have the power to deliver proactive, predictive, and hyper-personalized experiences to deepen their customer
connection across every marketing, sales and service moment on any channel, while also improving employee
productivity and engagement. By transforming back-office technology into a modern revenue velocity engine,
Genesys enables true intimacy at scale to foster customer trust and loyalty.
Visit us at genesys.com or call us at +1.888.436.3797.
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