Turning customer journey maps into a living source of insight

09/15/2026
By:

Louise Williams
Lloyd's Banking Group
Customer Lifecycle Management Lead

Tags:

While many organizations may know how to map a journey, not many keep those maps alive once they've been drawn. As Louise Williams, Customer Lifecycle Management Lead at Lloyd's Bank says, many teams "map it, put it in a drawer and forget about it". True value, however, comes from treating journey management as a circular and ongoing process, layering key metrics and insights to expose pain points and regularly reviewing to monitor progress.

Williams is building this capability at Lloyds Banking Group on an unusually large scale, encompassing all of the brands under the umbrella and across every product. A key part of keeping maps genuinely live is measurement, and in this session, Williams will share the framework and metrics she uses, and how metrics are agreed upon among disparate teams and for individual products. She'll explain how to combine experience, behavior, value and inclusivity to guide the most effective journey measurement and mapping.

Attendees will learn:

How to move from one-off journey mapping to a live management loop, keeping maps current and tied to delivery.
How to build a measurement framework that balances cross- and individual- journey metrics to prove the effectiveness of CX design
Implementing journey management and live maps at scale across multiple brands and product lines