Customer Experience Management Program

The Journey

Turn customer insight into measurable action.

The Journey helps managers, marketers, sales teams, service leaders, CX teams, and transformation groups practice the decisions that shape customer experience: reading signals, mapping reality, prioritizing the moments that matter, defining KPIs, and building a credible action brief leadership can use.

Request a pilot Get the CX Field Guide

Available now: The Journey CX Field Guide — a free practical guide with signal, journey map, KPI, and action brief templates.

Most organizations do not have a customer-centricity problem. They have an evidence-to-action problem.

The real challenge is not collecting more feedback. It is knowing which signals matter, what the journey actually looks like, which moments deserve investment, and how to turn that evidence into a decision leadership can approve.

Signals stay fragmented

Complaints, NPS, tickets, interviews, sales feedback, and digital clues sit in different places without a shared decision process.

Journey maps do not govern

Teams may have maps, but weak ownership and review routines mean the map rarely changes operational decisions.

Metrics miss the journey

Teams track satisfaction, response time, or activity without connecting CX outcomes to customer behavior and business value.

Silos dilute improvements

Sales, service, product, digital, and account teams each fix their own piece while customers feel the handoff failures.

The Journey Map

CX action is a discipline.

The Journey reframes journey mapping as a structured path from customer signal to approved action. Participants learn to think like experience owners, not dashboard readers.

Read Signals

Define Persona

Inventory Touchpoints

Map Experience

Prioritize Moments

Build Action Brief

A dashboard is not a decision. A journey map is not a plan. A credible CX action has evidence, an owner, a KPI, and a governance routine.

Formats

One blended program. Three integrated components.

The Journey is delivered as a sequenced blended experience: self-paced scenarios build the logic, live Teams missions pressure-test decisions, and the in-person seminar converts insight into manager-ready CX action. It can run as the full sequence or as one or two selected components, depending on learning needs, timing, and budget.

Included · 60 min kickoff call

Discovery Phase

Before day one, we map your team's current customer signals, journey maps, KPIs, and CX ownership so the program is calibrated to your real customers, your data, and your priority journeys.

Phase 1 3 × 30 min interactive modules

E-Learning

Participants discover the logic of CX action: read customer signals, map the experience, diagnose gaps, prioritize moments, and connect CX actions to measurable outcomes.

Skills

Scan customer signals and separate evidence from noise.
Use AI to summarize raw feedback into structured themes, then verify against the source.
Sketch the persona and the first journey logic.
Connect experience gaps to measurable outcomes.

Tools

AI Signal Summary Prompt
CX Signal Scanner
Customer Persona Snapshot
Touchpoint Inventory

Output: First signal scan and journey logic.

Phase 2 3 × 90 min live online missions

Live Online Sales Simulation

Live missions place teams in The Signal Room, The Journey Room, and The Action Room as they analyze fictional evidence, negotiate cross-functional priorities, and brief leadership.

Skills

Defend priorities using customer evidence, not opinion.
Negotiate cross-functional trade-offs under time pressure.
Brief leadership on a priority decision with confidence.

Tools

Journey Map Builder
Moment-of-Truth Prioritizer
Experience Gap Diagnosis

Output: Pressure-tested priority decision.

Phase 3 2 × 6 h in-person practice

Field Seminar

A practical two-day workshop where teams diagnose the journey, prioritize moments of truth, build KPI trees, clarify ownership, and present CX action briefs.

Skills

Build a journey map that grades evidence, not decorates walls.
Connect experience to business value with a KPI tree.
Present a CX action brief leadership can approve.

Tools

CX KPI Tree
Service Blueprint Lite
CX Action Brief
Journey Governance Canvas

Output: Manager-ready CX action brief.

Included · 3 x 30 min follow-up

Coaching

Three follow-up coaching sessions in the weeks after the seminar, reviewing real signals, real journey maps, and real CX action briefs so the discipline sticks after the room empties.

Core Skills

The three core skills of CX action

The Journey focuses on three skills that determine whether customer insight produces reports or measurable improvement.

Read Signals

Separate material evidence from noise across VoC, support, sales, digital, churn, and frontline observations.

Map Reality

Build a practical journey map with touchpoints, emotions, friction, evidence gaps, and internal owners.

Move to Action

Prioritize improvements, define CX KPIs, assign ownership, and prepare a recommendation leaders can approve.

Get the CX Field Guide

Tools

Practical tools participants can use immediately

The Journey is designed around tools, not theory. Every decision in the program runs on a tool, and every tool leaves with the participants — ready for real journeys, manager reviews, and governance routines.

AI Signal Summary Prompt

Turn raw feedback into structured, evidence-backed themes with AI.

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CX Signal Scanner

Sort complaints, scores, tickets, and clues into evidence that deserves attention.

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Customer Persona Snapshot

Anchor the journey in one customer reality, not an internal average.

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Touchpoint Inventory

List every interaction and who owns it before mapping anything.

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Journey Map Builder

Map touchpoints, emotions, friction, and evidence gaps on one shared canvas.

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Moment-of-Truth Prioritizer

Choose the few moments that change customer behavior and business value.

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Experience Gap Diagnosis

Identify why a moment fails — and match the fix to the gap type.

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CX KPI Tree

Connect experience improvements to customer behavior and financial outcomes.

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Service Blueprint Lite

Expose the backstage processes and handoffs behind a failing moment.

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CX Action Brief

Summarize the problem, evidence, owner, KPI, and next step for approval.

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Journey Governance Canvas

Design the ownership and review routine that keeps the map alive.

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Get the CX Field Guide

Simulation Case

Northstar Mobility Solutions. You run the journey.

Every live format drops your team into Northstar Mobility Solutions — a fictional Canadian fleet services company with strong products and a fragmented experience: customer data scattered across systems, onboarding delays, and pressure to prove value before renewal.

Teams read the evidence, map the journey, choose the moments of truth, defend a budget allocation, and brief a leadership panel. The case runs through the Live Online Sales Simulation missions and the Field Seminar.

3,120

Service tickets to read

NPS 14

And falling

$400K

Budget, six initiatives

2 qtrs

To show visible progress

Free CX Resource Available now

The Journey CX Field Guide

A free practical guide to bring more discipline to customer experience work. It gives your team tools to read customer signals, map the journey, prioritize moments of truth, define CX KPIs, and prepare a manager-ready action brief.

What's inside the field guide

The CX action mental model
CX Signal Scanner
Customer Persona Snapshot
Journey map template
Moment-of-Truth Prioritizer
CX KPI Tree
CX Action Brief template

Designed for CX leaders, marketers, sales and service managers, and transformation teams who want measurable improvement without adding unnecessary complexity.

Final Output

The final deliverable: a manager-ready CX action brief.

Participants do not leave with theory only. They leave with a practical recommendation that can be reviewed by leadership, assigned to an owner, and governed over time.

The result is not another CX concept. The result is better evidence for action.

Request a pilot Get the CX Field Guide

CX action brief contents

Customer problem
Evidence base
Priority moment of truth
Owner
CX KPI
Timeline
Risk
Expected impact
Governance routine

Who It's For

Built for the people who own the moments that matter

The Journey is useful when organizations have strong customer intentions, many touchpoints, fragmented data — and no single owner of the journey. It creates a common evidence language across functions.

CX leaders Marketing Sales Service Account management Product Customer success HR / L&D Transformation teams Business unit leaders

Best fit: B2B, B2B2C, and complex service teams that need to turn customer insight into concrete, measurable improvement.

Your Instructors

Learn from people who have owned the customer, not just the slide

The Journey is co-led and taught by two instructors who bring academic rigor and 25+ years of field experience with B2B customers.

Sol Tanguay, MBA, Ph.D.

Professor of Information Systems & eBusiness, McGill University, Desautels Faculty of Management

Sol is the founder of FieldEdge Academy. Over a 25+ year career spanning academia, entrepreneurship, and consulting, he has built lead-generation pipelines, closed millions in deals, and helped B2B organizations across North America and Europe adopt customer analytics as a competitive advantage. He is also a worldwide trainer for Michelin.

Leads: Signal reading, journey mapping logic, and KPI thinking — the evidence discipline behind credible CX action.

Pablo Gray, MBA

Faculty Lecturer in Marketing, HEC Montréal

Pablo is a co-founder of FieldEdge Academy. With over 25 years of high-touch enterprise selling across North America and Latin America, he has built and led sales and service teams at Fortune 500 and high-growth companies, and coached cross-functional teams through complex, high-stakes decisions.

Leads: Live missions, cross-functional negotiation, and the action brief — turning journey evidence into a decision leadership can approve.

Delivered in English, French, and Spanish.

Pilot Cohort

Ready to run a CX action pilot?

Run The Journey with one cross-functional team, one priority journey, or one strategic account segment — or start by getting the free CX Field Guide.

Get the CX Field Guide