How To Do Research For Customer Journey Mapping

January 1st, 2018

Andrew Hogan

Tony Costa

With contributors:

David Truog , Scott Ross , Rachel Birrell

Summary

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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