Best Practice Report

Supercharge Your Journey Mapping

Combine Divergent And Convergent Approaches For Great CX

October 2nd, 2018
With contributors:
David Truog , Clarissa Skinner


Some companies are improving customer experience (CX) by combining journey mapping with adjacent methodologies like design thinking or agile development and with complementary artefacts like ecosystem maps, empathy maps, and “jobs to be done” frameworks. But the benefits of this mix still evade many companies. Why? Because they misapply two kinds of methodologies — convergent and divergent. This report shows CX professionals how to get the most out of journey mapping by asking three key questions to pick the best approach to blending journey mapping with adjacent methodologies and complementary artifacts.

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