State of Journey Management Report
Everyone maps journeys. But what happens next?
Journey management is everywhere. Making it work is another story. Based on research with practitioners around the world, the State of Journey Management explores how organisations turn customer journeys into better decisions, stronger collaboration, and lasting change.
Isolated maps stay isolated. Play a round.
Your move — place a cross
From mapping journeys to managing them.
For years, organisations have invested in understanding customer journeys. Yet turning those insights into everyday decisions remains a challenge.
The State of Journey Management 2026 explores where organisations stand today, how practitioners are making journey management work, and what separates isolated mapping exercises from an established organisational capability.
Drawing on research and conversations with practitioners around the world, the report offers a clearer picture of the current state of journey management, its challenges, and opportunities for progress.
Discover where the practice stands today, and what it takes to move forward.
Making maps is easy. Making them matter is the real challenge.
Chapter 01
Who?
Who took this survey?
Explore who creates journey maps, how they're used, and what happens after the workshop.
In this Chapter, we will cover:
Who is practising journey management today?
Where and how are journey maps being used?
Who owns, maintains, and contributes to them?
What gets in the way of putting maps into practice?blah blah blah
Chapter 02
Practices
How does journey management work?
Discover the methods, tools, and ways of working that bring journey management into everyday practice.
In this Chapter, we will cover:
Which methods and tools are practitioners using?
How is journey management embedded in everyday work?
How does evidence inform decisions and priorities?
Where does your organisation stand today
Chapter 03
Scaling
What does it take to scale?
Explore our Tic-Tac-Toe Model and discover how organisations develop journey management as a capability.
In this Chapter, we will cover:
The Tic-Tac-Toe Model
Drivers of journey management
Evidence and decisions
Paths to progress
Coming Soon
We are currently also working a tool to help asses where you are most active in the tic-tac-toe model, so you can consciously switch your practice to changing goals of an organisation