Best Practice Report

Successful Innovation: Use Future-State Journey Mapping For Growth

October 20th, 2020
With contributors:
David Truog , Joana de Quintanilha , Jennifer Wise , James Staten , Amanda Chen , Shayna Neuburg


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.