Trends Report

Assess The Effectiveness Of Your Customer Journey Map

October 15th, 2010
AM
Andrew McInnes
With contributors:
Harley Manning , Shelby Catino

Summary

When executed well, customer journey maps can help customer experience professionals plan improvement projects and communicate with employees across their organizations. Unfortunately, journey maps often fall short due to missing content, overwhelming detail, and poor visual design. Based on Forrester's existing research, our analysis of current customer journey maps, and the input of leading practitioners, we developed a simple methodology to assess the effectiveness of journey map deliverables. To get immediate value from this assessment, customer experience professionals should have key stakeholders take the test, compare their results, and discuss improvements that will make journey maps more effective in driving customer-centricity.

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