Best Practice Report

How To Run A Cocreation Journey Mapping Workshop

Discover CX Improvements By Understanding Customer Behaviors And Emotions

July 13th, 2017
With contributors:
Michael Barnes , Travis Wu , Tony Costa , Ivory Chen , Bill Nagel


Firms struggle to produce complete, actionable customer insights because they don’t invest in qualitative research on their customers. With cocreation journey mapping, customer experience (CX) professionals engage customers in primary research to get to the root of customer behaviors, identify moments of truth and meaningful CX improvement, and increase empathy among stakeholders. In this report, we provide guidance on how to plan and execute cocreation journey mapping workshops.

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