The Aragon Research Tech Spectrum for Customer Journey Mapping, 2017

Customer Journey Mapping (CJM) is table stakes today in the extremely competitive digital landscape, where organizations compete on a daily basis. Until recently, capturing the voice of the customer has been either relegated to face-to-face customer focus groups or point in time surveys - or in the worst-case scenario - walking away to a competitor. Now, with the ability to map the customer journey and capture the customer’s rational inputs, sentiments, real emotions, and responses, organizations are better equipped to successfully and proactively retain their current client base and target “best customers” to win new clients.