Summary
Customer experience (CX) pros are adopting journey mapping as a tool for improving their firm's customer experiences, and one of the questions that they routinely ask Forrester is what customer journeys they should map. While many factors go into answering this question, an analysis of more than 150 journey maps that Forrester helped clients create in a broad range of industries over the past two years suggests some common themes in what CX pros choose to map. This report describes where CX pros focus their journey mapping efforts and areas for improvement.
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