Trends Report

Journey Mapping Best Practices

Reset Your Assumptions On Where And How Journey Mapping Can Support CX Programs

May 21st, 2014
Tony Costa
With contributors:
John Dalton , Jonathan Browne , Paul Hagen , Corey Stearns


Customer experience (CX) professionals have been quick to adopt journey mapping. Despite this, journey maps remain underutilized because practitioners view them as point solutions for addressing specific problems. To better understand the full potential of journey maps, we conducted a systematic review of Forrester research on journey mapping combined with practitioner interviews. What we discovered is that journey maps are more than just a tool for mapping customer experiences. Rather, they are a foundational document that forms the backbone of CX programs: a common thread that runs through nearly every activity CX professionals perform. This report details 17 journey mapping best practices spanning six core activities.

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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.