Guided by the firm’s business priorities (for example growing market share, increasing revenue, and improving customer satisfaction) they explore ways to expand and optimize the journeys they’re responsible for, increase their stickiness engage new partners fend off competitors and cut costs particularly through digitizing manual processes. More operationally it’s their job to understand how customers move through the journey to spot unusual customer behaviors (such as detouring or abandonment at a critical touchpoint) and to discern what attracts new customers-or dissuades them from engaging.