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Report Excerpt

Left to their own devices, companies often neglect customers. But they don't need to. We recommend that organizations use customer journey maps to examine interactions from their customers' points of view. Mapping the customer journey requires five steps: 1) Collect internal insights; 2) develop initial hypotheses; 3) research customer processes, needs, and perceptions; 4) analyze customer research; and 5) map the customer journey. To get the most value from these journey maps, companies need to widely share findings, take action on insights, and sustain the learnings over time.

In Forrester's Mapping the Customer Journey, author Bruce Temkin provides recommendations for mapping your customers' journey to see from the outside in and best practices for getting value from customer journey maps. In addition, there are sample maps (including one from Quaero) and a list of supplemental material.

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