Enterprise journey management
Maintain a governed framework of end-to-end and detailed customer journeys across products, regions and teams.
Independent tool overview
TheyDo at a glance
TheyDo is an enterprise experience-context and customer-journey management platform that connects research evidence, journeys, opportunities, solutions, goals and metrics in a shared system.
Visit the official TheyDo site ↗
- Best for
- Enterprise CX, service-design, product and journey-management teams
- Core model
- Evidence, insights, journeys, opportunities, solutions, goals and metrics
- AI tools
- Journey building, insight mining, summaries, analysis and proposed edits
- Trial
- 30 days, 2 users, 5 journeys and capped AI use
- Paid pricing
- Custom quote for Management and Strategic plans
- Security claims
- ISO 27001 and SOC 2 Type II listed by TheyDo
Overview
What TheyDo is
TheyDo helps organizations move from one-off journey maps to a living model of the customer experience. Teams can connect interview transcripts, surveys, support feedback and operational context to journeys, then link resulting insights to opportunities, solutions, goals and metrics across the business.
Journey AI can extract quotes and insights from source files, propose or update journey structures, summarize evidence and surface patterns. A conversational TheyDo Agent can answer questions or propose edits across the workspace. The platform is strongest when a mature CX, service-design or product-operations team owns the taxonomy and governance; it does not turn a disorganized evidence archive into reliable strategy without that foundation.
Use cases
Who TheyDo is best for
The strongest fit depends on the job you need the product to complete, not the size of its feature list.
Evidence-based prioritization
Connect customer quotes and insights to opportunities, proposed solutions, business goals and performance metrics.
Research synthesis at scale
Ingest interviews, surveys, feedback and support material, then mine it for structured insights and journey context.
Cross-functional alignment
Give CX, product, operations and leadership a shared model instead of rebuilding context in separate decks and boards.
Governed AI context
Ground an internal AI agent in permissioned journey content and retain a path back to supporting evidence.
Capabilities
Core TheyDo features
Journey mapping and frameworks
Model customer experiences as phases, steps and lanes, then organize related journeys into a broader framework.
Experience Graph
Connect source quotes, insights, journeys, personas, opportunities, solutions, goals and metrics instead of storing them as isolated artifacts.
Data Hub
Centralize interviews, survey exports, support logs and feedback sources for filtering, reuse and AI processing.
Journey AI
Create a proposed journey from evidence or enrich an existing structure with newly extracted insights without changing it automatically.
Insight mining
Extract gains, pains, needs and observations from source material and map the proposed insights to journey steps.
TheyDo Agent
Ask questions across workspace content in Read mode or propose journey and building-block changes conversationally in Edit mode.
Review-gated AI edits
Generated journeys and agent changes wait for explicit review before becoming permanent, and users can cancel unwanted runs.
Opportunity prioritization
Compare opportunities, connect them to goals and evidence, and use scoring or matrices to focus investment.
Permissions and governance
Separate content, structure and governance access, with higher-tier options for SSO, custom roles, audit-oriented controls and security reviews.
PII stripping
An optional organization setting can detect and obfuscate common personal identifiers during ingestion before downstream AI processing.
Integrations and exports
Paid plans add delivery, data-warehouse and voice-of-customer connections, while available exports vary by plan.
Process
How the TheyDo workflow works
Step 1
Define the journey framework
Agree on scope, customer jobs, journey hierarchy, personas, taxonomy and ownership before importing a large evidence set.
Step 2
Prepare permissions and data rules
Configure workspace access, AI permissions, retention expectations and PII-removal settings before uploading customer material.
Step 3
Ingest evidence
Upload supported documents, transcripts and CSV files or connect approved sources in the Data Hub with accurate source metadata.
Step 4
Mine or build with AI
Extract quotes and draft insights, then create a new journey or map findings into an existing structure.
Step 5
Review the evidence chain
Check proposed phases, mappings and themes against source quotes, contradictory evidence, dates, segments and sample limitations.
Step 6
Prioritize and govern
Connect validated insights to opportunities, solutions, goals and metrics, assign owners and keep journeys current as new evidence arrives.
Cost
TheyDo pricing and free plan
TheyDo no longer publishes fixed paid-plan prices. It offers a 30-day trial, then custom-quoted Management and Strategic tiers. The company says subscriptions are invoiced annually upfront, so buyers should scope journey volume, integrations, AI usage and governance needs before requesting a quote.
Trial
30 days free
A limited evaluation for testing journey mapping and capped AI workflows.
- 2 users and unlimited viewers
- Up to 5 journeys and 1 journey framework
- Capped AI use with limited Mining and Analyst agents
- One workspace with standard support
Management
Custom quote
For organizations managing journeys, opportunities and metrics across teams.
- Unlimited users
- One workspace and a starting inclusion of 20 journeys
- Integrations, Customer Success Team access and live support
- Journey summarization, Mining and Analyst agents, and Opportunity Reveal
Strategic
Custom quote
For scaled, governed journey programs with enterprise controls and broader data connections.
- Everything in Management
- SSO, unlimited workspaces and custom taxonomy, templates and scoring
- Data-warehouse and voice-of-customer connections
- Executive insights, source streaming, AI decision support, reporting and branded exports
Pricing checked . Check current pricing at the source ↗
Assessment
TheyDo strengths and limitations
Where it stands out
- Treats journeys as living operational context rather than static presentation artifacts
- Preserves a navigable relationship from source evidence to quotes, insights and decisions
- Can build or enrich journey structures from uploaded research while retaining human approval
- Combines qualitative evidence with opportunities, solutions, goals and metrics
- Agent permissions follow existing workspace access and separate read from edit capability
- Data Hub provides a reusable home for research sources instead of repeatedly importing files per project
- Supports detailed journey governance across content, structure and lifecycle controls
- TheyDo publicly lists ISO 27001 and SOC 2 Type II security credentials
What to consider
- Paid pricing is not public, making total cost difficult to evaluate without a sales process
- Subscriptions are invoiced annually upfront according to the current pricing FAQ
- The platform requires deliberate taxonomy, ownership and governance to remain useful at scale
- AI cannot determine whether source data is stale, biased, contradictory or based on an obsolete customer segment
- Generated insights and summaries can overstate patterns or omit minority and contradictory experiences
- Users must inspect supporting quotes and source context before using AI output for prioritization
- A journey map represents a model of customer experience, not proof that the modeled path is universal
- Qualitative evidence should not be treated as statistically representative without an appropriate research design
- Data Hub sources are visible to workspace members, so workspace boundaries and permissions require careful design
- PII removal must be configured and does not replace data minimization, consent, retention or legal review
- Automated PII detection can miss sensitive context or remove identifiers that a valid workflow needed
- AI features may have fair-use limits or organization-wide cooldowns depending on the plan
- Some integrations, SSO, custom controls, data-warehouse connections, reporting and export options require higher tiers
- Migrating an established research repository and aligning teams around a shared framework can be a substantial change-management project
- The value is lower for small teams that only need to draw an occasional journey map
- Executives still need accountable owners and decision records; a fluent agent response is not a substitute for governance
Compare
TheyDo alternatives
The right alternative depends on the specific output, workflow, controls and budget your project requires.
Consulting
User Evaluation
Choose User Evaluation when recruiting and conducting new AI-moderated participant research is more important than governing an enterprise journey framework.
Explore User Evaluation →Data Analysis
Survicate AI Surveys
Choose Survicate for lighter-weight survey collection and feedback analysis without a full experience-context platform.
Explore Survicate AI Surveys →Design
Diagram
Choose Figma's AI-assisted design tools for lightweight visual ideation when you do not need an evidence repository, journey governance or opportunity management.
Explore Diagram →Questions
TheyDo FAQs
What is TheyDo?
TheyDo describes itself as an Experience Context Platform. It helps organizations connect customer evidence, journeys, insights, opportunities, solutions, goals and metrics in a shared, governed system.
What can Journey AI do?
It can process approved research sources, extract quotes and draft insights, propose a new journey structure or map new insights into an existing journey. Results wait for human review before they become permanent.
What is the TheyDo Agent?
It is a conversational assistant grounded in permissioned TheyDo workspace content. Read mode answers and analyzes; Edit mode proposes changes. Existing workspace roles still control what the user can access or edit.
How much does TheyDo cost?
The current site lists a 30-day trial but no fixed paid price. Management and Strategic plans require a custom quote and are invoiced annually upfront according to the pricing FAQ.
What is included in the trial?
The trial lists 2 users, unlimited viewers, up to 5 journeys, one framework, one workspace and capped use of AI features for 30 days.
Does TheyDo remove personal information?
TheyDo documents an organization-level PII-removal setting that obfuscates common identifiers during new-source ingestion. Admins should confirm it is enabled and still apply their own data-minimization, access and retention policies.
Can TheyDo replace customer research?
No. It organizes and analyzes the evidence supplied to it. Teams still need sound research methods, representative recruitment where appropriate, fresh data and direct verification of important findings.
How should an enterprise evaluate TheyDo?
Pilot one decision-critical journey with known source evidence. Measure setup effort, evidence traceability, AI accuracy, governance fit, stakeholder adoption, integration cost and whether prioritized actions lead to measurable outcomes.
Bottom line
Our TheyDo verdict
TheyDo is a strong fit for organizations that have outgrown isolated journey maps and need a governed connection between customer evidence and business action. Its Data Hub, Experience Graph and review-gated AI can make large research programs easier to navigate and reuse. The investment only pays off when the organization supplies clear ownership, taxonomy, permissions and evidence-quality controls; otherwise it risks becoming a polished layer over inconsistent source data.
Visit TheyDo website ↗
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