What does it take to build journey management that actually drives change in complex B2B environments? At KPN, the answer starts with a strong foundation—clear structures, shared definitions, and the right mindset across teams. But setting the stage is only the beginning.

In this joint talk, Gitta Mors (Manager Customer Centricity B2B at KPN) and Lucy Stuyfzand (Senior Service Designer and Journey Management Lead at Essense) share how they’re building the connective tissue between insight and action. Together, they’ll explore the tipping point between getting organized and getting traction: when to move from governance to activation, and how to translate structure into momentum.

You’ll hear the story of a current B2B customer journey that’s actively being improved. The team will show how they’re combining three types of insight—quantitative behavior, open feedback, and qualitative research—and using AI to make sense of it all. From aligning internal stakeholders to acting on customer needs, this is a real-world look at how journey management becomes a business capability.

This session is for teams setting up or scaling journey practices, especially in complex B2B environments. If you’re wondering when structure becomes impact, and how to bridge that gap, this one’s for you.