Journey mapping is one of the most popular customer understanding and design tools used by CX pros today. But did you know there’s more than one approach to journey mapping? In this episode of CX cast, Principal Analyst Tony Costa discusses four methods for mapping the customer journey: the hypothesis approach, the research-first approach, the co-creation approach, and the quick-fire approach and when to apply each. Tony goes into more detail on the four approaches in his new report co-authored with Joana van den Brink-Quintanilha, “Mapping The Customer Journey, Four Approaches To Customer Journey Mapping: When And How To Use Them” and for best practices for all journey mapping approaches, check out Joana and Tony’s “The Seven Steps Of Highly Effective Journey Mapping.”