How To Get Value From Customer Journey Maps

This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve customer experience. To understand how companies can successfully apply journey mapping to achieve their business objectives, Forrester spoke with firms that use customer journey maps and agencies that use customer journey maps in their engagements with clients. Our interviews revealed common pitfalls in journey mapping initiatives and ways to avoid them.

Publication: 
Forrester Report
Author: 
Browne, Jonathan; Manning, Harley; Peterson, Jennifer; Stone, Allison
Document Type: 
Research
Paywall: 
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