The Recipe for Journey Management: Cooking a living decision system from scratch at a Latin American bank

Have you ever wondered what it takes to serve customers an incredible experience? A great restaurant needs more than premium ingredients; it needs a recipe the whole kitchen can cook, every service, without the chef in the room. That is what Journey Management really is. And not every restaurant is ready for that recipe. In late 2024, Banco Pichincha Ecuador's oldest bank, with 12M+ customers, had the talent, the data, and the maps, yet nothing reached the table: journeys lived in presentations, disconnected from real decisions. This is the honest, behind-the-scenes story of cooking that recipe from scratch inside a complex, regulated bank, the four-tier framework we built, the teams and tribes we aligned, what worked, what didn't, and the measurable impact now running in the bank's day-to-day. You'll leave with a portable recipe, and an honest read on whether your kitchen is ready to cook it.