Summary
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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