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For Customer Experience Professionals

How To Get Value From Customer Journey Maps

Companies Share Best Practices For Using Journey Maps Effectively

July 27, 2012

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  • By Jonathan Browne
  • with Harley Manning,
  • Jennifer Peterson,
  • Allison Stone

Why Read This Report

This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve customer experience. To understand how companies can successfully apply journey mapping to achieve their business objectives, Forrester spoke with firms that use customer journey maps and agencies that use customer journey maps in their engagements with clients. Our interviews revealed common pitfalls in journey mapping initiatives and ways to avoid them.

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Table of Contents

  • A Customer Journey Map Is Only Effective If There's A Plan To Use It
  • recommendations

  • Use Journey Maps To Catalyze Cultural Change
  • Supplemental Material