Best Practice Report

Supercharge Your Journey Mapping

Combine Divergent And Convergent Approaches For Great CX

October 2nd, 2018
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
David Truog , Clarissa Skinner

Summary

Some companies are improving customer experience (CX) by combining journey mapping with adjacent methodologies like design thinking or agile development and with complementary artefacts like ecosystem maps, empathy maps, and “jobs to be done” frameworks. But the benefits of this mix still evade many companies. Why? Because they misapply two kinds of methodologies — convergent and divergent. This report shows CX professionals how to get the most out of journey mapping by asking three key questions to pick the best approach to blending journey mapping with adjacent methodologies and complementary artifacts.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.