Summary
Companies pursue innovation to succeed but often miss the mark because their efforts aren’t rooted in customer understanding and don’t deliver value. Customer experience (CX) pros can help, using a variant of a reliable tool they know well: journey mapping. That variant is called future-state journey mapping, and it helps companies create new offerings, unlock new areas of value, and envision possible futures ranging across multiple horizons — from the near term to the long term. In this report, we explain how to do it.
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