The CX Cast 417: Practitioner Stories: Scaling Journey Management At Grundfos
Aug 19, 2025
Cecilie Kobbelgaard, Global Customer Journey Manager at Grundfos, shares her expertise in journey orchestration. She discusses the creation of a customer journey mapping "cookbook" and a Journey Atlas to standardize practices across business units. Cecilie highlights the challenges of implementing a consistent approach in an organization with varying levels of journey maturity. She emphasizes the importance of measuring progress and engaging leadership for sustainable improvements in customer experience, shedding light on the complexities of both B2B and B2C interactions.
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Role Focused On Method, Not Execution
- Cecilie was hired as Global Customer Journey Manager to drive journey orchestration across Grundfos’s divisionalized structure.
- She owns the method and governance but not direct journey execution, so she supports and scales capability across teams.
Inconsistent Journey Practices Block Orchestration
- Customer journey work already existed at Grundfos but lacked a shared definition and consistent approach.
- That disparity made orchestration impossible until a common method was established.
Build A Cookbook Before Scaling
- Create a clear, company-specific guide that defines method, terminology, and standards before scaling.
- Make the guide accessible and turn it into a learnable skill so teams can adopt without central presence.
