When Customer Insights Meet Organisational Reality: Building Customer Journey Management at Grundfos

Most organisations can create a customer journey map. The harder question is what happens on Monday morning: keeping customer needs visible when priorities compete, budgets tighten, and teams are measured on different goals. In this session, Cecilie Kalhøj Kobbelgaard shares the experience of building Customer Journey Management at Grundfos, a global B2B organisation. Drawing on work across the customer lifecycle and a comprehensive journey atlas, she will explore how journey insights have been used to create alignment across functions, strengthen decision-making, and support more customer-centric ways of working. Rather than presenting a perfect model, this session offers a candid perspective on what helped create momentum, where progress was slower than expected, and what is still evolving. Attendees will leave with practical lessons on making customer journeys relevant beyond workshops and embedding them into the day-to-day reality of a complex organisation.