From Forrester: Our clients tell us that they’re eager to use customer journey maps because they see the docu­ments as ideal tools to analyze and commu­ni­cate their customers’ perspec­tives on the inter­ac­tions they deliver. However, even enthu­si­astic orga­ni­za­tions some­times struggle to deter­mine the objec­tives they should pursue with customer journey mapping. Forrester inter­viewed five compa­nies that use customer journey maps to under­stand how the approach has bene­fited them. This docu­ment outlines the busi­ness value that these firms derive from customer journey mapping and the variety of objec­tives that journey mapping can support.

Forrester clients tell us that they’re eager to use customer journey maps because they see the docu­ments as ideal tools to analyze and commu­ni­cate their customers’ perspec­tives on the inter­ac­tions they deliver. However, even enthu­si­astic orga­ni­za­tions some­times struggle to deter­mine the objec­tives they should pursue with customer journey mapping. Forrester inter­viewed five compa­nies that use customer journey maps to under­stand how the approach has bene­fited them. This docu­ment outlines the busi­ness value that these firms derive from customer journey mapping and the variety of objec­tives that journey mapping can support. · Go to Customer journey mapping: What is it for? →