Decision Tool

Customer Journey Prioritization Tool

April 3rd, 2023
With contributors:
Martin Gill , Lorenzo Introna , Judy Weader , Andrew Pelletier , Victoria Manes , Ellen Lind


Customer experience (CX) leaders must build a unified approach to prioritizing the customer journeys that matter most. To prioritize which journeys to work on, CX leaders should first rate each journey’s impact, then its feasibility, and use the prioritization output to build a portfolio of journey work. The Customer Journey Prioritization Tool helps CX leaders prioritize up to 10 customer journeys, using criteria that match their journey-centricity maturity.

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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.