Bridging The Gap Between Current And Future Customer Journeys

A Complimentary Forrester Webinar

Customer journey maps are wildly popular and versatile. Close to three-quarters of Customer Experience (CX) teams use journey mapping to get a holistic view of how the complexities of different teams, departments, and touchpoints collectively work together to impact customer perceptions.

Journey maps can be used to identify pain points and opportunities, then ideate. They can also be used to envision future state journeys.

Current-state journey mapping guides enhancement efforts, while future-state journey mapping drives innovation efforts. Unlike current-state journey mapping, where breakthrough innovation might produce results, it is not the goal, the whole point of future-state journey mapping is to innovate and to visualise a future state. It’s less well known than its current-state cousin — but it’s a powerful tool for rapid growth.

Watch this complimentary webinar replay with Joana de Quintanilha, VP and Principal Analyst, as she shares:

  • Key differences between current-state and future-state journey mapping.
  • Bridging the gap between current- and future-state journeys.
  • Examples of future-state journey mapping.

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Speakers