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For Customer Experience Professionals

How To Do Research For Customer Journey Mapping

January 26, 2017

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  • By Tony Costa
  • with David Truog,
  • Scott Ross,
  • Rachel Birrell

Why Read This Report

Conducting research for a customer journey mapping effort involves more than learning what customers do, interact with, think, and feel. To yield meaningful benefits, CX pros must gather research that not only exposes the customer journey but also lays the groundwork for the broader CX improvement initiative. In this report, we uncover the real objectives for journey mapping research efforts and identify the research methods and techniques that experienced CX pros use to fulfill them.

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Table of Contents

  • Journey Mapping Research Is About More Than The Map
  • When Planning Journey Mapping Research, Focus On Four Activities
  • Recommendations

  • Take A Disciplined Approach To Planning Journey Mapping Research
  • Supplemental Material
  • Related Research Documents