Trends Report

Journey Maps: Necessary But Not Sufficient For Running CX Programs

June 25th, 2014
Tony Costa
With contributors:
John Dalton , Corey Stearns


Journey maps are a tried-and-true tool for understanding customer interactions with a company. As powerful as journey maps are, however, they come up short when it comes to planning what customer journeys to map, refining early-stage ideas, and deciding on projects to implement. To perform these tasks, customer experience (CX) pros need to expand their toolkit. This report examines three tools — journey atlases, visual narratives, and prioritization matrices — that CX pros can use to accomplish these tasks.

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