Gartner Research

How to Manage a Collaborative Journey Mapping Initiative That Uncovers Customer Experience Opportunities

Published: 04 April 2018

ID: G00355119

Analyst(s): Augie Ray


Customer experience leaders improve customer understanding and empower action with journey mapping initiatives. Start with the proper goals, keep the focus on the customer and conclude with sound, specific recommendations for action to improve the brand's CX.

Table Of Contents
  • Key Challenges



  • Establish the Right Journey Map Goals to Deliver Success
  • Lead the Journey Mapping Process From Outside In
    • Use Journey Mapping Best Practices to Ensure Success
    • Five Questions Drive an Outside-In Perspective
  • Deliver Journey Maps With Actionable Recommendations — Not Just Visualizations
    • Visual Journey Maps Can Enhance Customer Experience Insight
    • Report Your Findings and Recommendations to Drive Actions

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