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For Customer Experience Professionals

Start Innovating With Future-State Journey Mapping

February 11, 2015

Primary author headshot


  • By Tony Costa
  • with John Dalton,
  • Corey Stearns

Why Read This Report

Rising customer experience (CX) scores have been a boon for customers who are now less likely to struggle through poor experiences, but for companies, it means that they must take more aggressive measures to transition their experiences from good to great. In this report, we examine how CX pros are using future-state journey mapping to create new offerings, unlock new areas of value, and envision the future. In addition, we detail the process, tips, and tricks that CX pros use to lead future-state journey mapping efforts.

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Table of Contents

  • Customer Experience Pros Clamor For Innovation
  • The Right Tool For The Job: Future-State Journey Mapping
  • How To Map A Future-State Customer Journey

  • Experience Design Paves The Way From Good To Great
  • Supplemental Material
  • Related Research Documents