Happy New Year! In last week’s Tuesday CX thoughts, we recapped our CX product highlights from 2024 and briefly touched on our new Journey Management platform.
This week, we wanted to dive a bit deeper into Journey Management as it’s a core part of our CX philosophy, and the product underwent significant changes in 2024, with more to come in 2025.
QuestionPro’s legacy tool, SuiteCX, was one of the first journey-mapping platforms on the market and has long been recognized by analysts as an industry leader in this space. Many large enterprises also rely on it to manage complex data-driven customer journey maps. So our “journey” (yes, pun intended) over the last year to integrate SuiteCX into the QuestionPro platform focused on keeping the best of SuiteCX while making critical improvements our clients have asked for.
In 2024, we aimed to make the platform much easier to use while also adding functionality to facilitate an approach to journey management – where the tool can be used more collaboratively to drive action based on an understanding of customer journeys.
2024 Key Updates
Design/Usability – The legacy product was very robust and visually appealing once maps were created, but it had a steep learning curve for new users. One of our goals with the new platform was to make it super easy for users to start creating journey maps. We modernized the UX and created an intuitive process to build out maps. A basic template is available to get users started, but this can be modified to suit specific needs. Users can easily add or delete columns and rows with the ability to drag and drop elements anywhere on a map. We have also added the ability to upload various types of multimedia to any part of a map to bring it more to life. And if you make a mistake or change your mind about something you did, there’s an undo button that will restore previous versions of your map.
Persona-Based Views – Customer journey maps are more useful and actionable when you can showcase how the customer journey varies based on different types of personas. So, the focus of the new tool was on enabling persona-based insights. We have created a template for users to define and build out personas based on demographics, needs, and attitudes. The sentiment tracking lane in the platform allows users to show how customer sentiment varies by persona and how that compares to overall sentiment. Users can also create customized insights and actions by persona and choose between views that showcase persona-specific journeys or views that compare the journey across all personas.
Integrate Metrics / Closed Loop Tools – In order to manage customer journeys (vs just mapping them), it’s critical to be able to link insights from journey maps back to metrics and then propose actions to improve the customer experience. That is why our most exciting update from 2024 was the integration of the tool into the broader QuestionPro CX suite. This allows users to bring live QuestionPro CX survey data into any stage of a journey map and showcase CX metrics that will update in real-time as new responses come in. The platform also integrates with our OuterLoop tool so any recommended action that is added to a map automatically creates an initiative that can be tracked using the OuterLoop project management capabilities.
What’s Coming in 2025
Our focus in 2025 will remain on features that enable our clients to better understand journeys and take action. We plan to add additional integrations to a number of other CX, project management, and visualization tools to make it even easier to adapt a journey management approach. We also plan on introducing features that leverage AI to automate certain aspects of map creation. We will also further build out our collaboration capabilities to facilitate more co-creation across teams, which will ultimately help drive action.
Those are just a few of the things we have planned, but there are many more enhancements to come throughout the year. Our journey (sorry can’t resist the pun again) to help you shift from journey mapping to journey management is just getting started.
