Forrester research, inc., 60 acorn park Drive, Cambridge, ma 02140 usatel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.comHow To Map Your Customer ExperienceEcosystemby Kerry Bodine, February 26, 2013 updated: may 10, 2013For: CustomerexperienceprofessionalsKey TaKeaWaysecosystem Mapping uncovers The dynamics of how Firms deliverexperiencesCustomer experience initiatives frequently falter because companies have anincomplete picture of what underlies an experience. Firms need to systematicallyuncover and document their customer experience ecosystem’s hidden dynamicsthrough a process that Forrester calls ecosystem mapping.Companies derive Benefits From ecosystem MappingCompanies that utilize ecosystem mapping can expect multiple benefits,including: detailed knowledge of customer journeys, greater understanding ofinterdependencies, a prioritized list of root causes, and better communicationacross functional silos.ecosystem Mapping Complements BpM, Lean, and six sigmaapproachesCustomer experience ecosystem mapping helps assess underlying processes in acompany, similar to business process management (BPM), Lean, and Six Sigmaapproaches. However, ecosystem mapping differs in one key respect: its primaryfocus on the experience.
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