“We wanted to move from understanding our customers to actively managing and improving their journeys. Raven helped us create the foundations to make that possible.”
A global aviation data and analytics provider wanted to become more customer-centric but lacked a consistent way to understand, prioritise and improve customer journeys across the organisation.
As the organisation evolves from a data provider into a strategic analytics partner, helping customers realise value from its products, insights and expertise is becoming increasingly important.
Following strategic work that identified customer value realisation as a key opportunity for growth, the organisation recognised the need for a more structured approach to understanding and improving customer journeys.
Customer experiences crossed multiple products, teams and touchpoints. Different teams held different perspectives on the customer experience, improvement opportunities were difficult to prioritise and there was no established Customer Journey Management framework to align decision making across the organisation.
The organisation partnered with Raven to establish the foundations for Customer Journey Management and build the capability required to scale it across the business.
Our approach
Rather than simply mapping a customer journey, we designed a pilot programme focused on embedding Customer Journey Management as a capability.
Working alongside the Organisations teams, we:
Established a cross-functional CX Ambassador community
Conducted stakeholder interviews to build a shared view of the customer journey
Undertook in-depth customer research to understand how customers realise value from their products and services
Facilitated collaborative journey mapping workshops
Identified moments that matter, friction points and improvement opportunities
Created a prioritised backlog of quick wins and strategic initiatives
Developed journey measurement frameworks linked to business outcomes
Introduced shared tools, templates and ways of working
Mentored internal teams throughout the programme to build long-term capability
By involving stakeholders directly in research, synthesis and journey mapping activities, we ensured learning was embedded rather than outsourced.
Impact
The pilot established the foundations for a more customer-centric organisation by creating:
A validated understanding of how customers realise value
A shared view of priority customer journeys
Clear visibility of moments that matter across the lifecycle
Prioritised improvement opportunities linked to customer and commercial outcomes
Journey measurement foundations
A cross-functional CX Ambassador community
Shared frameworks, tools and templates
Internal capability to sustain and scale Customer Journey Management
Most importantly, the work shifted the conversation from individual touchpoints and departmental priorities towards a shared understanding of customer outcomes and value realisation.
The result is a stronger foundation for customer-led decision making and a scalable approach to Customer Journey Management that can grow alongside the business.
