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Why Read This Report Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey mapping â a methodology to deepen customer understanding, break down siloed behaviors, and inject customer thinking into the design process. Forrester identified four distinct approaches that CX pros use when mapping customer journeys. To help CX pros select the right one, we describe the basics of each and provide guidance on where and how to employ it. This is an update of a previously published report.
Effective customer journey maps help businesses: 1  See potential gaps in their customerâs experience between touchpoints. 2  Assess the impact of these gaps. 3  Provide insights into how to optimally orchestrate the customer experience across touchpoints to drive business value.