Customer Journey

The customer journey is the series of interactions between a customer and a company that occur as the customer pursues a specific goal. (The journey may not conform to the company's intentions.)

Latest Research

  • For Customer Experience Professionals

    REPORT: How To Build A VoC Program In Healthcare

    February 15, 2019 Faith Adams, Arielle Trzcinski

    Voice of the customer (VoC) programs require structure and follow-through to be effective at driving customer experience (CX) improvements. To drive success, healthcare organizations (HCOs) must be able to understand how good — or bad — experiences are and where to focus improvement efforts. Application development and delivery (AD&D) pros must collaborate with CX and EX pros to deliver on customer and employee experience needs. This report maps out three levels of maturity for healthcare VoC programs and enables HCOs to build or assess their VoC program.

  • For eBusiness & Channel Strategy Professionals

    REPORT: How US Customers Research And Buy Life Insurance

    Meet Prospects At The Point Of Need With Easy Ways To Research And Apply

    February 14, 2019 Benjamin Ensor, August Du Pont

    Life insurance isn't consumers' top priority — until life events prompt them to buy it. Digital teams need to have the right resources in place for when that moment hits. This report explains why US consumers buy life insurance as well as how life insurance prospects go through the process to research and buy policies.

  • For Customer Experience Professionals

    REPORT: What's New In Service Design And What It Means For CX Pros

    Highlights From The 2018 Global Service Design Conference With Forrester's Analysis

    February 13, 2019 Karine Cardona-Smits

    What's the latest in service design, and what does it mean for customer experience (CX) professionals? Forrester attended the 2018 Service Design Global Conference in October to investigate, and we spotted four major trends. This report lays them out with Forrester's analysis of what each one means for improving experiences.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Six Things Brands Must Do Online To Improve Sales

    Follow Forrester's eCommerce Enablement Framework To Grow Presence And Share

    February 12, 2019 Sucharita Kodali

    Brands are now generating a hefty percentage of their overall revenues through eCommerce, often on websites other than their own. To ensure that other retailers and digital business professionals are presenting a brand and its products accurately, comprehensively, and positively to prospective shoppers, this report presents a framework for brands to use content management best practices.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Use Customer Journeys To Guide Your Digital Insurance Strategy

    Processes: The Digital Insurance Strategy Playbook

    February 11, 2019 Oliwia Berdak, Joana van den Brink-Quintanilha

    Digital insurance teams are keen to digitize the entire customer life cycle. They want to cut costs and offer convenience by enabling customers to get quotes and buy, manage, and renew policies online. But pushing toward 100% digital sales and service can result in misunderstandings of customers' behaviors and preferences as well as low adoption of newly developed digital tools. This report explores how to use customer journeys to guide the design, development, and delivery of your digital insurance strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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