As mentioned in my last blog entry I will continue by doing a first literature screening. Today I have focused on the book Management 3.0 [2]. In order to get insights from lots of different types of sources I have also decided to listen to various podcasts every now and then. The first podcast episode I will share my insights of will be NNgroup – Episode Nr. 27. Customer Journey Management. [1]

Management 3.0  – Basics

For now, I have decided not to do an explicit deep dive into the literature. I started out by simply reading the introduction part of the book Management 3.0 and scanning the table of contents.

Jurgen Appelo, the author, points out that management is the number one enabler for successful transformation to an agile culture. There are in total six different perspectives on the concept of management 3.0 that are being explained within the chapters of the book. A significant part of the book is also about the value of leadership.

Furthermore, it has to be mentioned, that the book and the structure behind it are called Management 3.0 for a reason. Management 1.0 in contrast heavily relies on hierarchy in organisations and deals with the arc between the people in top positions and those with less responsibility. By simply adding a few more methods Management 2.0 was defined. Management 3.0 however promises to adapt its concept innovatively. While hierarchies clearly exist within organisations Management 3.0 also points out that networks and the social complexity in organisations must also be considered.

All in all, I have gotten the impression that this book is a trustworthy source I feel confident using. I highly appreciate the way the author combines theory and reality. A topic is usually combined and broken down into two chapters. The first explains everything theoretically and in detail while the follow up chapter displays practical approaches and methods. The authors methods and expertise are often based on what he has found out via an online forum via his blog.

Customer Journey Management

In this podcast the host Therese Fessenden has invited Kim Salazar, a fellow colleague from the Nielsen Norman Group, and Jochem van der Veer, CEO at TheyDo. In the episode the three experts put a lot of emphasize on the reason why Customer Journey Mapping is being done in the first place: to make things tangible and therefore visible. It is a powerful tool to detect, communicate and most of all set the status quo on user interactions. This is the case not just when working in a team but especially when working within the whole business context. It’s an effective way to attract stakeholders’ attention and drive their understanding of certain topics and issues. What I have found interesting is how all of them shared a common opinion of how important it is to view Customer Journey Maps within a larger context. A user experience isn’t necessarily linear and might be influenced by a lot of outside factors. Especially considering the fact that a lot of these experiences are happening on smartphones nowadays. While someone might buy a ticket for a concert while reading a book at home they might receive the notification reminder via email during their working hours in the office.

On that account it is essential to manage different journey maps and similar artefacts accordingly. In this context the host and her guests also discussed that the way teams are organized plays a significant role in this exchange of data. Last but not least, the importance of building bonds with allies in the company (most likely stakeholder’s and other decision makers) was emphasized by the guests.

Although I only check out this specific episode of the podcast because I wanted to gain more perspectives on Customer Journey Mapping the host and the guests often mentioned how and why this tool is being integrated in company workflows. This gives me approval that I am conducting my research efficiently.

References:

[1]

NNgroup, “27. Customer Journey Management (ft. Kim Salazar and Jochem van der Veer),” YouTube, Oct. 02, 2023. https://www.youtube.com/watch?v=LN6DtdSu8sc (accessed Dec. 08, 2025).

‌[2]

Jurgen Appelo, Management 3.0. Pearson Education, 2010.

‌