Best Practice Report

Use Customer Journey Mapping To Make Your Culture Customer-Obsessed

January 1st, 2018
Samuel Stern, null
Samuel Stern
With contributors:
Harley Manning , Clarissa Skinner , Kara Hartig


Journey maps are a lens into how customers engage with brands in pursuit of a goal. When customer experience (CX) leaders combine them with ecosystem maps, they can transform the way that both frontline and back-office employees — and partners — think and act. But journey maps remain underutilized because practitioners employ them as point solutions or in silos. This is a missed opportunity. This report shows how CX pros’ go-to tool, the journey map, when used correctly, instills empathy and discipline and can help them at each stage of a culture transformation.

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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.