Simply creating journey maps isn’t enough; CX professionals must use them as a change management tool to guide employees to deliver customer-centric experiences across products, channels, and silos. In this tool, you’ll find templates to help complete the seven key steps of effective journey mapping and unlock the power of journey maps as a transformational tool. The templates include instructions, can be used separately or sequentially, and can be filled in individually or as a group.

Many organizations struggle to select the right customer journeys to fix or elevate — they either try to do too much or pick journeys that overwhelm practitioners and deliver underwhelming results. CX leaders need to build a unified approach to prioritizing the journeys that matter most. This report describes how CX leaders can prioritize customer journeys by impact and feasibility, then use the prioritization output to build a portfolio of journey work.

Despite years of journey mapping, results are still inconsistent, slow to scale, and hard to tie to business outcomes. Learn why that’s changing — and what leaders must do differently.

This report examines the evolving role of customer journey management (CJM) platforms in enterprise strategy, based on interviews with 30 buyers. Selecting the right vendor requires aligning platform capabilities with organizational maturity, integration needs, and change management capacity. Enterprises are increasingly integrating CJM with voice-of-the-customer (VoC), analytics, and delivery tools to link actions to measurable outcomes. Generative AI (genAI) is emerging as an accelerator for journey drafting and storytelling, but adoption remains cautious and governance is essential.

In our evaluation of customer journey management (CJM) platforms providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.

Journey centricity delivers measurable business outcomes — from improved customer loyalty to greater operational efficiency. But to become journey-centric, companies must rethink their operating models, roles, and responsibilities to align with customer goals. Less than one-third of firms create shared accountability for journey performance. Journey centricity demands a strategic mindset, cross-functional collaboration, and new governance structures to drive accountability and scale impact. This report guides leaders through the transformation by outlining the essential building blocks: organizational design, role clarity, team structure, processes, and cross-functional integration.

The majority of companies say they’re customer-obsessed — almost none actually are. This report shows how leading companies use mindset-shifting tools to drive cross-functional collaboration and customer-obsessed actions that accelerate CX transformation. It equips CX leaders with a practical playbook of activation strategies — tailored to key stakeholder types based on their organizational influence and alignment with CX metrics — to turn intent into action and move from abstract vision to concrete behavior change.

CX teams face a critical turning point in 2026. After years of stagnant CX performance and mounting pressure on resources, some will break free from legacy practices — especially score obsession — and reposition CX as a driver of business value. Others will cling to outdated approaches and risk deeper irrelevance. This report outlines the key predictions shaping CX in 2026 and provides strategic guidance to help leaders rebuild with advanced analytics, insightful metrics, and pragmatic AI implementation.

Flawed decisions waste money, miss the mark with customers, and drain culture energy. Most organizations are drowning in data but starving for human-centered decisions. Mapping journeys isn’t enough: To drive real change, teams need to embed customer thinking into the decisions that shape those journeys. This report shows how four CX artifacts — the storyboard, journey atlas, journey and ecosystem map, and shared roadmap — can be used to align teams, turn insight into action, and manage change in an immersive, cross-functional learning experience. Used together, they form a decision-making engine that powers customer-obsessed transformation.

Innovating customer journeys isn’t just about fixing pain points — it’s a way to unlock new value and drive growth. It’s a chance to redesign how customers experience and connect with a brand. This report explores two intertwined dimensions of customer journey innovation: not only how to improve journeys through tools like journey mapping and analytics, but also how to reimagine the journeys themselves using techniques grounded in the discipline of service, product, and experience design and research. It’s a blend of method and mindset for CX, digital, innovation, and marketing leaders.