Case Study

Nuance Healthcare: Mapping The Customer Journey To Become More Customer Focused

February 1st, 2018
Lisa Nakano, null
Lisa Nakano


Our research indicates that more than 80% of B2B buying decisions are based on customer experience (CX), and B2B organizations continue to look for ways to establish stronger, more lasting relationships with customers. CX leaders have many tools available for understanding customer interactions, including surveys, in-person interviews, focus groups, and observation. As organizations seek to better understand their customers’ journeys, customer journey mapping has become a core competency for best-in-class customer experience teams. In this case study, we describe how Nuance Healthcare used customer journey mapping to build organizationwide interest in customer-focused initiatives.

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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.