Jonathan Browne

Senior Analyst serving Customer Experience PROFESSIONALS

Based in London, Jonathan serves Customer Experience Professionals. He examines the best practices of companies creating groundbreaking customer experiences online, including the mobile Web and new social computing channels. He leads Forrester's research in Europe on interactive design agencies and personas.

Previous Work Experience

Prior to this role, Jonathan was a senior analyst serving Customer Experience Professionals in Tokyo. He lived in Japan for 14 years, helping to launch Forrester's Japan office in 2000 and serving as a country sales manager there before becoming an analyst in 2006.

Prior to joining Forrester, he worked in business development roles for TDK Electronics (UK) and for a trading company in Japan, exporting components to global manufacturers in the computer industry. He is fluent in Japanese.

Jonathan is a founding member of Japan's Persona & Customer Experience Association (formerly Persona Consortium), a nonprofit organization that researches the use of personas. He has delivered presentations on customer experience topics in London and Tokyo, Nagoya, and Osaka, Japan. In November 2006, he delivered a keynote presentation on the future of social computing at the Business Blog & SNS World forum in Tokyo. In March 2008, he delivered a keynote presentation on marketing strategy and trends in globalization of organizations at the CMO Summit in Tokyo.

Jonathan has been cited in publications including Forbes, The Economic Times (India), Nikkei BP, and He has written articles for Nikkei Information Strategy magazine, Web Tantosha (Web Manager) magazine, and he has presented a series of videos on the Softbank Business + IT Web site.


Jonathan graduated from Cambridge University with a degree in Japanese studies.

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68 results in Reports

  • Jonathan Browne
  • For Customer Experience Professionals

    Report:How Does Social Media Contribute To Customer Experience? Let Us Count The Ways

    It's Time To Document Best Practices For Social Media And Customer Experience

    Social media already plays a role at each step of customers' complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professionals...

    • Downloads: 2019
  • For Customer Experience Professionals

    Report:Customer Journey Mapping: What Is It For?

    Five Firms Describe How Customer Journey Mapping Helps Them

    Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions...

    • Downloads: 1288
    • Comments: 1
    • Rating:
  • For Customer Experience Professionals

    Report:Online Experience: A Global Comparison

    The State Of The Web In The US, Japan, And Europe

    Forrester's 2007 reviews of Web sites in Japan, Europe, and the US show a vast majority of sites in all regions to be deeply flawed. On average, US sites offer better customer experience than their...

    • Downloads: 871
  • For Customer Experience Professionals

    Report:The State Of The Art Of Personas

    Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

    Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed...

    • Downloads: 1238
    • Rating:
  • For Customer Experience Professionals

    Report:Executive Q&A: Design Personas And Customer Journey Maps

    Design personas and customer journey maps are valuable tools that support companies' tactical design decisions and the high-level strategic goal of progressing toward Experience-Based...

    • Downloads: 1086
  • For Customer Experience Professionals

    Report:Tools For Mastering The Customer Experience Ecosystem

    Processes: The Customer Experience Ecosystem Playbook

    To make meaningful customer experience improvements, organizations need to align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from the...

    • Downloads: 1109
    • Rating:
  • For Customer Experience Professionals

    Report:How To Get Value From Customer Journey Maps

    Companies Share Best Practices For Using Journey Maps Effectively

    This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve...

    • Downloads: 1134
    • Rating:
  • For Customer Experience Professionals

    Report:The Forrester Wave™: UK Interactive Agencies — Web Design Capabilities, Q1 2010

    Detica And Sapient Interactive Lead With AKQA Closely Following

    In Forrester's evaluation of the Web design capabilities of nine leading UK interactive marketing agencies across 19 criteria, we found that Detica and Sapient Interactive led the pack for...

    • Downloads: 830
    • Rating:
  • For Customer Experience Professionals

    Report:Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

    Personas and customer journey maps are central to companies' customer understanding programs. To understand how firms can get the full benefit from these tools, Forrester interviewed both vendor and...

    • Downloads: 1034
    • Rating:
  • For Customer Experience Professionals

    Report:Interactive Design Agency Overview, 2012

    Tools And Technology: The Digital Customer Experience Improvement Playbook

    Selecting the right interactive design vendor is a complex and stressful task. The splinternet — an explosion of digital touchpoints across an array of proprietary platforms — makes that...

    • Downloads: 946
    • Rating:
  • For Customer Experience Professionals

    Report:BBVA Makes Online Banking Customized, Aggregated, Relevant, And Social

    CARS Improves Customer Experience And Supports The Bank's Growth Strategy

    Forrester has predicted that the next generation of online experiences will be customized, aggregated, relevant, and social (CARS). We can already see early examples of companies that are...

    • Downloads: 932
  • For Customer Experience Professionals

    Report:Thirteen Obstacles To Persona Success

    Early adopters in Japan have started to use design personas across a range of applications including product design, marketing communications, HR strategy, and Web site design. To understand the...

    • Downloads: 743
  • For Customer Experience Professionals

    Report:Customer Experience Best Practices From 2008 Finance And Consumer Marketing Forums EMEA

    In November 2008, Forrester held concurrent forums in London for consumer marketing and financial services professionals. Leading companies and their design agencies offered insight into their best...

    • Downloads: 659
  • Report:The State Of Asia Pacific Enterprise Technology Adoption: 2008¿

    How are businesses in the Asia Pacific (APAC) region adopting technologies in the software, hardware, networks, and services categories, and what do they plan to do with IT budgets in the next 12...

    • Downloads: 683
  • For Customer Experience Professionals

    Report:Customer Experience Imperatives For A Fragile Recovery

    As firms emerge from the recession, budgets for customer experience are growing, but pressure remains to deliver quick, measurable returns. Chief customer experience officers (CC/EOs) must get...

    • Downloads: 616
  • For Customer Experience Professionals

    Report:Customer Experience Professionals: Break Through Persona Obstacles Now

    Introduce Personas With Clear Purposes And Embed Them In Processes

    Despite ample evidence of the value that personas contribute to user experience design and related business results, some firms still struggle to use them to the greatest effect. At the root of many...

    • Downloads: 660
  • For Customer Experience Professionals

    Report:Assumption Personas Help Overcome Hurdles To Using Research-Based Design Personas

    Forrester recommends that customer experience professionals use personas founded in ethnographic research to guide the design of products, channels, and messages. However, some organizations struggle...

    • Downloads: 643
  • For Customer Experience Professionals

    Report:How Japanese Consumers Use The Mobile Internet

    The mobile phone market in Japan is saturated: 96% of online consumers already own mobile phones, many of which offer Internet access and advanced capabilities. Although both men and women are avid...

    • Downloads: 626
  • For Customer Experience Professionals

    Report:Demand Better Processes From Your Interactive Agencies

    Design Firms Need Disciplined Approaches To Improve Online Experiences

    Forrester's evaluations of Web sites and design personas created by the leading interactive agencies in North America and the UK show that agencies struggle to consistently create digital experiences...

    • Downloads: 549
  • For Customer Experience Professionals

    Report:Executive Q&A: Design Personas In 2011

    Design personas have become widely used tools for design teams, but the state of persona adoption is uneven. While some companies are still novices, others are seeking ways to optimize their use of...

    • Downloads: 563
  • For Customer Experience Professionals

    Report:Design Persona Best Practices From Japan

    Examining How Four Organizations Successfully Use Design Personas

    Forrester decided to highlight four successful design persona initiatives within Japanese organizations that we found during our research. Hakubaku used personas to engage moms with its Web site....

    • Downloads: 425
  • For Customer Experience Professionals

    Report:Persona Best Practices Of UK Interactive Agencies

    Forrester Applies Its Evaluation Methodology To Personas Provided By Nine UK Interactive Agencies

    Forrester applied its persona evaluation criteria to reference personas provided by nine interactive agencies in the UK for the recent Forrester Wave™. Most of the personas showed some room for...

    • Downloads: 538
  • For Customer Experience Professionals

    Report:Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course

    Journey Mapping Enables A Diverse Global Airline To Lift Quality Of Service While Growing Rapidly

    Emirates is one of the world's fastest-growing airlines and positions itself as a lifestyle brand, setting high expectations for service quality in a competitive market. As Emirates expanded rapidly,...

    • Downloads: 516
  • For Customer Experience Professionals

    Report:Customer Experience Takeaways From Forrester's Marketing Forum EMEA 2009

    At Forrester's November 2009 forum for European marketing professionals, speakers presented the best practices for using customer experience improvements to compete more effectively during the...

    • Downloads: 473
  • For Customer Experience Professionals

    Report:Mothercare Uses Knowledge Management To Unify Customer Experience Across Touchpoints

    Specialty retailer, Mothercare Group, worked with self-service vendor, Transversal, to improve knowledge management across its three key touchpoints — the Web, call centers, and retail stores....

    • Downloads: 492