Best Practice Report

The Customer-Journey-Centric Firm

How Leading Organizations Are Transforming Toward Journey Centricity

January 1st, 2018
With contributors:
David Truog , Clarissa Skinner , Karen Traikovich


Firms aspire to the benefits of a customer journey focus but struggle to achieve them because of obstacles in four realms: approach, ownership, tools, and culture. Some companies, though, have found a path to journey-centricity and are shifting the focus from channels and individual touchpoints to the flow of journeys across touchpoints, silos, policies, and procedures. This report lays out the way for CX pros to determine: 1) how critical journey-centricity is to your business; 2) how hard it will be to make the shift; and 3) what steps to take to successfully achieve journey-centricity.

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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.