The CX Cast 415: Journey Innovation
Aug 5, 2025
Joana de Quintanilha, VP and principal analyst at Forrester, brings her expertise in customer journey innovation to the conversation. She discusses how companies can move beyond merely fixing broken experiences by co-creating value with customers. Joana emphasizes the need for a balance between data-driven insights and creative thinking. She also shares strategies for preparing innovation sessions, the importance of asking the right questions, and embracing discarded ideas to foster a culture of experimentation and improvement.
AI Snips
Chapters
Transcript
Episode notes
Journey Innovation Defined
- Journey innovation uses current and future-state maps to co-create new customer value.
- Joana de Quintanilha urges moving beyond classic find-and-fix to 'charge' journeys for breakthrough value.
Data Plus Creative Methods
- Joana de Quintanilha found that data contains clues about where journeys can be improved or reinvented.
- She pairs those data signals with empathetic creative techniques to widen the aperture of possibility.
Make Room For Innovation
- Do carve explicit space for innovation in roadmaps, backlogs, and team composition.
- Joana de Quintanilha recommends dedicating capacity or teams to act on emerging journey opportunities.