Guide | Becoming people-first: Your change management guide to Adobe CJA

You’ve been measuring sessions, calls, and in-store visits. Now it’s time to see the customers behind them.

This playbook puts your commitment to people — your customers and the teams who work hard to serve them — into practice. It guides you through the five phases of a people-first Adobe Customer Journey Analytics transformation: consideration, discovery, implementation, optimization, and reignition.

Moving to Customer Journey Analytics changes more than your numbers. It changes how your organization makes decisions. Most stakeholders naturally start from what they know in Adobe Analytics, so this guide helps you define what Customer Journey Analytics makes possible for your business. You’ll learn how to build buy-in and advocacy across teams and bring your entire organization along as you transform how you understand and serve your customers.

The playbook doesn’t end at go-live. The optimization and reignition phases show you how to embed journey insights into everyday decisions and rebuild momentum when adoption slows, because the measure of success is the decisions your organization can make with Customer Journey Analytics that it couldn’t before.

Inside, you'll find:

• A step-by-step Adobe Customer Journey Analytics change management playbook for all five phases, from consideration through reignition
• Frameworks for executive sponsorship, identity resolution, and a Customer Journey Analytics center of excellence (COE)
• An implementation roadmap that pairs every technical milestone with a people-focused change management activity
• Practical guidance for embedding omnichannel journey insights in everyday decisions and growing user adoption over time