Brief: Customer Journey Mapping Is Becoming Key To Digital Transformation

As businesses seek success in the age of the customer, they need to rework and transform their business processes to align with the rising expectations of their empowered clients. In this context, the concept of customer journey mapping (CJM) becomes a key element of the digital transformation toolkit for business and technology management leaders in general and CIOs in particular. CJM has become key to a number of leading companies' efforts to create a customer-first culture, align business and tech management stakeholders, break down the organizational silos hindering transformation efforts, and define the business value of modernizing or rationalizing existing technology platforms and business systems.

Publication: 
Forrester Report
Author: 
McCarthy, John C.
Document Type: 
Research
Paywall: 
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