Roadmap Report

Forrester’s Journey-Centric Transformation Assessment And Roadmap Builder

Use Forrester’s Assessment To Develop Your Journey-Centric Transformation Roadmap

November 22nd, 2023
With contributors:
Martin Gill , Katy Cobian , Richard Sheahan , Edoardo Zavarella , Ashleigh Cohen-Obichukwu , Victoria Manes , Kara Hartig


Journey centricity requires a change in operating model, moving six operational levers in concert, through three phases of transformation: activate, connect, and extend. It requires a clear plan to guide progress across levers, journey teams, and geographies. This report provides guidance for using Forrester’s journey-centric framework and assessment to uncover and validate bright spots and build a roadmap to address gaps and imbalances across the six operational levers.

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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.