3297: TheyDo and the Tech Helping Brands Map & Manage Journeys

What happens when customer journeys fall apart behind the scenes, even as AI promises to tie them together? That’s the question at the heart of this conversation with Jochem van der Veer, CEO and Co-Founder of TheyDo. Fresh off a $30 million Series B round, Jochem joins me to unpack what’s really happening inside enterprise organisations that are trying to personalise experiences at scale.

He’s not speaking in theory. TheyDo is already helping companies like Ford, Atlassian, Cisco, and Home Depot shift how they approach customer experience. But instead of chasing the latest automation trend, Jochem urges something far more grounded: a return to clarity. His team’s journey-centric model is designed to bring strategic alignment across departments that are often flying blind, each chasing their own targets without shared context.

We talk about the growing gap between data collection and meaningful insight. While leaders are promised efficiency from AI, many find themselves with more dashboards and fewer answers. In fact, 28 percent say AI is actually worsening the problem by adding to the noise. That’s the paradox.

Jochem shares how journey management can break through these barriers and get teams back on track by focusing on what customers are trying to achieve rather than just what departments are measuring.

You’ll hear why so many personalisation efforts are falling flat, despite all the data, and how a few structural shifts could change that. Jochem also reflects on what the hidden costs of a disconnected experience look like and how businesses can spot trouble before it becomes visible in churn or lost revenue.

This episode is for anyone frustrated by the growing complexity of customer experience. If you’re stuck between data overload and underwhelming results, you’ll find plenty of perspective here. And if you’ve ever wondered whether AI is helping or just making your job harder, this conversation might help you reframe the question.

To learn more about TheyDo, visit theydo.com or connect with Jochem on LinkedIn.