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For Customer Experience Professionals

Customer Journey Mapping: What Is It For?

Five Firms Describe How Customer Journey Mapping Helps Them

April 24, 2012

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  • By Jonathan Browne
  • with Vidya L. Drego,
  • Jennifer Peterson

Why Read This Report

Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps to understand how the approach has benefited them. This document outlines the business value that these firms derive from customer journey mapping and the variety of objectives that journey mapping can support.

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Table of Contents

  • Firms Are Drawn To Journey Maps But Struggle To Put Them To Use
  • recommendations

  • Articulate Clear Objectives For Customer Journey Mapping
  • Supplemental Material