I am as guilty as any of writing about "The Customer Journey". Today I found that the public sector adopted this term 15 years ago to describe the goal to improve the lot of residents and businesses in their municipality.
They soon found that voters/customers were vociferous that the last thing they wanted was a journey- they just wanted problems fixed and opportunities exploited.
Made me think that we are maybe trying to hide activity under a misleading slogan. Given the half-hearted way many digital transformation projects are going it maybe an excuse to hide uncertain progress under "Enjoy the Journey" rather than:-
Focus on the UX customers actually want and:-
What do you think?