Best Practice Report

What Journeys Really Are: Customers’ Paths And Perceptions As They Pursue A Goal

Stop Conflating Journeys; Uncover Their Anatomy And Interdependencies

January 24th, 2024


To focus on customers, your organization may adopt “customer journeys.” Unfortunately, you’ll fail if you conflate journeys with concepts like customer lifecycle or business process, or if you narrowly view them as customers’ interactions with your firm. This report helps you succeed by sharing key truths about journeys and what you need to do differently as a result: A journey starts before customers first interact with you and ends only when they accomplish their goals; it includes interactions with people and organizations other than you; customers bring baseline emotions to a journey, and how they reflect on it affects future behaviors; and journeys don’t occur in isolation but influence each other.

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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.