Journey to Success: The Importance of Linking Customer Journeys to Business Goals

2 mins read

Key Takeaways:

  • Customer goals should influence company goals to achieve true customer-centricity.
  • TheyDo uses a bottom-up approach to link journeys and goals, while NCR uses a top-down approach.
  • Opportunities are the linking pins that hold people accountable to progress towards a goal.

Linking customer journeys to company goals is crucial for achieving customer-centricity, a goal that many businesses strive to achieve. However, doing so is easier said than done. To shed some light on this topic, Marc Fonteijn from the Service Design Show recently collaborated with TheyDo and NCR to discuss different approaches to linking journeys and goals.

TheyDo’s Bottom-Up Approach

TheyDo, a platform that helps businesses map and manage customer journeys, uses a bottom-up approach to link journeys and goals. According to TheyDo, this approach involves going step-by-step through the process of developing strategic goals from customer journeys. This approach helps level the playing field and makes it easier for everyone in the company to understand how customer goals are influencing company goals.

The key to TheyDo’s approach is using opportunities to hold people accountable to how the company is progressing towards its goals. When journeys are impacted by the solution work a company is doing, opportunities help track the journeys to the goals. This makes it easier for teams to stay aligned and ensures that everyone is working towards the same objectives.

NCR’s Top-Down Approach

In contrast to TheyDo’s bottom-up approach, NCR uses a top-down approach to link journeys and goals. Florian Vollmer, NCR’s Service Design Director, explained that NCR thinks of business goals in a hierarchy that informs journeys and journey management. At NCR, high-level business goals trickle down into business units and inform journeys.

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The intentional cascading of high-level business goals helps ensure that everyone in the company is aligned and working towards the same objectives. This approach is particularly useful for large companies like NCR, whose teams manage over 100 journeys.

From the Journey Management Index

The webinar with TheyDo and NCR was a response to the Journey Management Index, which highlighted the difficulty many businesses have in linking journey work to the value it creates. The Journey Management Index is a tool that helps businesses benchmark their journey-centric growth and see where they are strong.

By using the Journey Management Index, businesses can get a better understanding of where they stand in terms of journey management and identify areas for improvement. The index can also help businesses see how they compare to their competitors and identify best practices that they can adopt.


Linking customer journeys to company goals is crucial for achieving customer-centricity, but there is no one-size-fits-all approach. TheyDo’s bottom-up approach and NCR’s top-down approach both have their strengths and weaknesses, and businesses need to choose the approach that works best for them.

However, regardless of the approach businesses choose, it is essential to use opportunities to hold people accountable to how the company is progressing towards its goals. By doing so, businesses can ensure that everyone is aligned and working towards the same objectives, which is key to achieving customer-centricity and driving growth.

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