Trends Report

How To Get Started With Customer Journey Mapping

October 22nd, 2015
Tony Costa, null
Tony Costa
With contributors:
John Dalton , Dylan Czarnecki , Kara Hartig


Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started with journey mapping or fail to build momentum after less-than-stellar first efforts. To get to the root of these problems, Forrester asked CX pros at 24 companies (both new to journey mapping and accomplished in such) what challenges they face early on in journey mapping efforts and what they do to overcome them. This report details five essential checklist items for journey mapping success and provides guidance on what CX pros should do to get started now.

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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.