Best Practice Report

Customer Experience Mapping: Basic Components

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


Customer experience mapping is an ideal method for capturing the reality of the post-sale customer lifecycle. Maps are powerful visual tools that enable fast identification and communication of gaps and opportunities from the customer’s point of view. Customer experience maps also are a critical deliverable of a customer experience lead or team, enabling the creation and maintenance of a consistent view across all functions that contribute to the mapped experience. In this report, we focus on the core components of customer experience maps, along with a description of their use, details about three types of maps, and guidance around views.

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.