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A growing number of leading banks like Ally Bank, BMO, Citi, intesa sanpaolo, Lloyds Bank are creating customer journey teams to coordinate journey improvements across silos and drive customer obsession. royal Bank of scotland has created a digital team comprised mostly of journey managers.13 these journey managers think about experiences end-to-end, concentrating their efforts on the customer rather than on the product, "sometimes playing the role of product managers in the Agile service, if the only way to
Journey maps are never done; they constantly evolve as new customer data is acquired, as customers' needs change, and as employees repurpose them for new projects. instead of obsessing about continuously adding new digital capabilities, UsAA instead focuses on evolving and extending its digital capabilities, improving, simplifying and making more intuitive the customer experiences that it already has. giles richardson, head of direct banking analytics at rBs, involved 50 of the bank's journey managers in helping optimize digital experiences. these journey managers were given new skills and access to test and learn about optimization technology so that they could manage and run many digital optimization efforts on their own.
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