The lifetime customer experience is driven by several forces and determines overall customer loyalty. One of the key pillars of the customer experience is the outside-in look at the customer’s journey when interacting with an organization’s processes. This research note provides a deep dive into innovating, creating, and maintaining the best operational processes—manual or automated—necessary for the best customer journeys. Having journey maps is one thing, but fixing the underlying operations is another. It is a key balancing act.