Best Practice Report

Mapping The Customer Journey

Four Approaches To Customer Journey Mapping: When And How To Use Them

January 1st, 2018
With contributors:
David Truog , Clarissa Skinner


Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey mapping — a methodology to deepen customer understanding, break down siloed behaviors, and inject customer thinking into the design process. This report describes four distinct approaches, identified by Forrester, that customer experience (CX) pros can use when mapping customer journeys and guidance on how to select the right one and how to employ it.

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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.