Summary
To help improve the experiences that they offer, customer experience (CX) pros have been quick to adopt customer journey maps (CJMs) - a foundational CX tool to deepen customer understanding, break down siloed behaviors, and inject customer thinking into the design process. This report describes four distinct approaches, identified by Forrester, that CX pros can use when mapping customer journeys and guidance on how to select the right one and how to employ it.
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