Customer Journey

The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.

Latest Research

  • For Application Development & Delivery Professionals

    REPORT: Your Digital Experience Technology Strategy Starts With A Customer Journey Map

    Strategic Plan: The Digital Experience Delivery Playbook

    August 15, 2018 Ted Schadler

    As firms like REWE Group and Schneider Electric have learned, digital experience strategy shapes the technology you need — an investment that can take five years and cost between $20 million and $200 million. To help define the strategy, application development and delivery (AD&D) professionals should follow the lead of customer experience teams: 1) Start with a customer journey map; 2) apply cloud-hosted, mobile-first, and insights-driven thinking; and 3) implement a digital experience platform to serve customers along every step of their journey. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: The Customer Journey Atlas In Six Steps

    How To Organize And Prioritize Your Journey Mapping Efforts For Success

    August 8, 2018 Kelly Price

    Journey mapping is one of the most popular and powerful tools for improving customers' experiences: 88% of customer experience (CX) pros report that their firms do it. Yet many firms still struggle to achieve success as they grapple with hard questions like: What journeys matter most? And what's the right altitude for each map? Creating and maintaining a customer journey atlas helps CX pros answer these questions and more — it provides a systematic way to uncover, organize, and prioritize journeys. This report explains how to do this in six steps.

  • For eBusiness & Channel Strategy Professionals

    REPORT: How US Consumers Research And Buy Checking Accounts, 2018

    Family And Friends Strongly Influence Decisions, And Branches Still Dominate The Application Process

    August 2, 2018 Alyson Clarke

    Checking accounts are one of the top-selling financial products in the US. But more importantly, checking accounts are central to a customer's relationship with their primary bank. To help digital teams win the checking account relationship, we surveyed US online adults to find out how they research and buy checking accounts. Digital banking executives need to lift their game and provide a faster digital account opening if they want more customers to apply online.

  • For Application Development & Delivery Professionals

    REPORT: Design Your Contact Center To Be Customer-Centric

    Strategic Plan: The Contact Centers For Customer Service Playbook

    July 30, 2018 Art Schoeller

    As enterprises strive to offer better customer experience (CX), they must incorporate organizational and operational change into contact center architectural design. Companies must establish customer journey maps that provide a seamless transition between self-service and the contact center. This report shows application development and delivery (AD&D) pros how to develop contact center architectures in line with CX governance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: How Journey Maps Improve CX Measurement Efforts

    Follow A Four-Step Process To Define The Right CX Metrics

    July 27, 2018 Maxie Schmidt-Subramanian

    Even some well-established customer experience (CX) measurement programs aren't able to measure the health of end-to-end experiences that cross touchpoints as customers pursue a goal. Customer journey maps help companies see those end-to-end experiences from the customers' perspective. In turn, this enables CX professionals to identify what they should measure, when, and with which metrics. This report describes a four-step process that shows CX pros how they can use customer journey mapping to improve their measurement programs. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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