CX teams abandon journey mapping in 2026

3.4 significance by Forrester Business December 2026

Why does it matter?

Abandoning journey maps would signal CX teams moving away from artifacts that do not change business decisions.

Direct quote

Two-thirds of CX teams will abandon journey mapping due to a self-inflicted stigma. CX teams have spent years defaulting to journey mapping, but stakeholders are dismissive. Managing journeys -- customers' paths to goals -- is certainly valuable, as companies such as Nedbank and Nissan have shown.

Forrester