Summary
Customer experience (CX) professionals have been quick to adopt journey mapping. Despite this, journey maps remain underutilized because practitioners view them as point solutions for addressing specific problems. To better understand the full potential of journey maps, we conducted a systematic review of Forrester research on journey mapping combined with practitioner interviews. What we discovered is that journey maps are more than just a tool for mapping customer experiences. Rather, they are a foundational document that forms the backbone of CX programs: a common thread that runs through nearly every activity CX professionals perform. This report details 17 journey mapping best practices spanning six core activities.
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