Gartner Research

How to Manage Effective Customer Journey Mapping Processes

Published: 16 August 2016

ID: G00314630

Analyst(s): Augie Ray

Summary

Marketing leaders responsible for customer experience must execute effective customer journey mapping initiatives. Use this research to plan and complete an orderly, collaborative and factual process to deliver powerful customer journey maps that drive business and marketing outcomes.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Prepare to Start Your Journey Mapping With Collaboration and Data
    • Collaborate to Build Consensus and Commitment Along With Journey Maps
    • Inform Your Journey Map With Data, Not Opinion
  • Lead the Journey Mapping Process From the Outside-In
    • Secure Commitment by Capturing Common Goals
    • Ensure Success With Journey Mapping Best Practices
    • Five Questions Drive an Outside-In Perspective
  • Deliver Journey Maps With Insight, Not Just Data
    • Visual Journey Maps Enhance Customer Experience Insight
    • Report Your Findings and Recommendations to Drive Actions

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