#33 The do’s and don’ts of Journey Orchestration with Cemantica’s CEO Eytan Hattem

CX Leadership Talks

In this episode of CX Leadership Talks, guest Eytan Hattem, CEO at Cemantica, joins host Nienke Bloem to discuss the vital role of people in mapping customer journeys and the connections between customer, employee, and partner experiences. Eytan emphasizes the journey management's shift from being seen as a "nice to have" to an operational system within organizations, offering practical examples to engage employees.

He recommends "Experience Operating System" by Diane Magers and Michael Hinshaw as a valuable resource for CX leaders, and discusses the importance of empowering CX professionals with good data and understanding the organization's customer-centric maturity level. And on a more personal note, the hosts also share their favorite French snacks and provide links to relevant resources and further contact information.

This episode delves into journey mapping, journey management, and journey orchestration, shedding light on the strategic and tactical elements of each stage. They emphasize the need for leadership, continuous learning, and cultural and organizational changes to achieve seamless customer experiences and discuss the impact of AI on CX initiatives. Overall, the episode explores the evolution of CX teams, the importance of customer experience fundamentals, and the preparation and education needed for effective journey management.

So, join us for an engaging discussion on the evolving landscape of CX and the strategies to drive impactful change in your organization.

About Eytan Hattem (visit his LinkedIn profile here)

Eytan is an executive in Customer Experience, with international expertise in the digital transformation domain as a strategic consultant, thought-leader, engagement manager and business developer.

Throughout his career he gained experience in various technological fields (customer relationship management, cloud, mobile platforms, big data, AI, business analytics, IoT, and more) with multi-disciplinary background (general management, business development, partner relationship, delivery, support, etc.).

Eytan led multinational teams in various sites implementing a results-driven culture with a strong leadership focus on people, strategy and business outcomes.

Timestamped overview

00:00 Cemantica's ambition: create a frictionless world.

03:31 Difficult to explain my role, customer experience professional.

06:33 Changed approach from inside out to outside in.

10:47 Managing customer journey requires rigor, practice, governance.

13:39 Map customer journey, orchestrate data, validate hypothesis.

18:18 Refining journey with orchestration engines and data.

22:04 Develop customer experience strategy before journey mapping.

25:24 Emphasize customer impact, not just internal changes.

27:19 AI is a valuable copilot for humans.

30:32 Customers seek universal experiences, AI-driven.

34:26 Cemantica prioritizes execution, connectors, and data integration.

36:50 Empowerment and data are crucial for success.

41:10 People mapping digital operations, visualizing customer journeys.

44:41 Stimulates thinking about solving customer pain points.

46:51 Customer experience is either strategic or not.

49:25 Leadership needed for Cemantica, details in notes.

Eytan’s recommendations

1. Experience Rules! The Experience Operating System (XOS) and 8 Keys to Enable It by Michael Hinshaw and Diane Magers
2. Visit the site of Cemantica.com