The Three Levels of Journey Thinking Every CX Team Needs - Reflections Ep. 2

“Nobody’s just trying to withdraw money.”

That line from the podcast episode with Nathan Zahm (Vanguard) sparked this episode - and it reveals a blind spot in how most teams approach customer experience.

In this video, Jochem Van Der Veer (TheyDo CEO) unpacks the three-level journey model used at Vanguard and why so many teams miss the middle: the moments that matter.

If your team is optimizing for task completion or designing abstract lifecycle stages, but struggling to create real impact - this model is what you're missing.

What You’ll Learn:

• Why task journeys (what the customer does) are just one layer
• How moments that matter (what the customer feels) bridge short-term action and long-term strategy
• What defines a life journey (what the customer wants) - and how to show up when it matters most

The three types of value this model unlocks

• Metrics to track each level: from call deflection to drop-off rates to customer lifetime value
• Real examples from Vanguard: retirement planning, 529 savings, and building trust across decades
• Why most CX teams fail to act - and how this framework helps you prioritize what actually matters

Join the conversation:

What are the moments that matter that your company needs to get right - and do you?

See the podcast episode with Nathan Zahm here.

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Explore Journey Management with TheyDo:

#CustomerExperience #JourneyManagement #CXStrategy #TheyDo #Vanguard #MomentsThatMatter #CustomerJourney #OperationalExcellence #EmotionalDesign #LifeJourneys #CXLeadership