Organize journeys and sub-journeys

Organizing journeys and sub-journeys creates clarity about how customer experiences connect. Primary journeys represent complete end-to-end experiences, while sub-journeys focus on specific processes within them. This hierarchy prevents overlap and ensures comprehensive coverage of all customer interactions.

Start by identifying natural breaking points in customer experiences. A primary journey like "becoming a customer" contains sub-journeys such as "researching solutions," "evaluating options," and "making a purchase." Each sub-journey has clear entry and exit points that connect back to the primary flow.

Teams should document these relationships in a journey inventory that shows dependencies and connections. This inventory helps identify gaps where customers might fall through cracks between sub-journeys. Regular audits ensure the organization structure evolves with changing customer needs and business offerings.