Best Practice Report

From Insight To Action: The Forrester Immersive Experience And CX Decision Engine

How CX Artifacts And Experiential Learning Unite Teams Around What Matters Most

Sep 24, 2025

Summary

Flawed decisions waste money, miss the mark with customers, and drain culture energy. Most organizations are drowning in data but starving for human-centered decisions. Mapping journeys isn’t enough: To drive real change, teams need to embed customer thinking into the decisions that shape those journeys. This report shows how four CX artifacts — the storyboard, journey atlas, journey and ecosystem map, and shared roadmap — can be used to align teams, turn insight into action, and manage change in an immersive, cross-functional learning experience. Used together, they form a decision-making engine that powers customer-obsessed transformation.

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