Best Practice Report

How To Prioritize Customer Journeys

Build A Portfolio Of Long-Term Investments, Quick Wins, And Strategic Bets

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


Many organizations struggle to select the right customer journeys to fix or elevate — they either try to do too much or pick journeys that overwhelm practitioners and deliver underwhelming results. Customer experience (CX) leaders need to build a unified approach to prioritizing the journeys that matter most. This report describes how CX leaders can prioritize customer journeys by impact and feasibility, then use the prioritization output to build a portfolio of journey work.

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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.