Best Practice Report

Lessons Learned In Building A Roadmap For Journey-Centric Transformation

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


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. Forrester’s journey-centric transformation assessment and roadmap builder helps customer experience (CX) leaders assess where they are on that journey and build a plan to move to the next stage. This report lays out how companies have used Forrester’s assessment and roadmap builder to address gaps across the six operational levers, standardize practices across journey teams, and prioritize journey-centricity maturity catalysts.

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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.