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For Customer Experience Professionals

Innovate Successfully: Future-State Journey Mapping

October 20, 2020


Why Read This Report

Companies pursue innovation to succeed but often miss the mark because their efforts aren't rooted in customer understanding and don't deliver value. Customer experience (CX) pros can help, using a variant of a reliable tool they know well: journey mapping. That variant is called future-state journey mapping, and it helps companies create new offerings, unlock new areas of value, and envision possible futures ranging across multiple horizons — from the near term to the long term. In this report, we explain how to do it. (The report replaces a previously published one. It has been significantly rewritten based on new research and includes changes to the framework to explicitly accommodate long-term innovation horizons, the impact of emerging technologies, and roadmap planning. Forrester reviews and updates it periodically for continued relevance and accuracy.)

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Table of Contents

  • To Innovate Successfully, Focus On Journeys
  • How To Map A Future-State Customer Journey
  • Recommendations

  • Select The Right First Future-State Journey Mapping Project
  • Supplemental Material
  • Related Research Documents

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