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 eBusiness & Channel Strategy Professionals

    REPORT: The Art And Science Of Retail eCommerce

    Executive Overview: The Retail eCommerce Playbook

    April 18, 2018 Fiona Swerdlow

    Retail eCommerce sales continue to climb, and digital business executives must check all the boxes to ensure that they are not missing either opportunities for direct online sales or ways that this significant digital touchpoint affects others, such as stores. This playbook explores the overall state of the industry, best practices, technology partners, benchmarks, and recommendations to continue driving digital commerce growth. This report is an update to the report of the same name published on August 25, 2017. We've refreshed the data with our latest forecasts.

  • For B2C Marketing Professionals

    REPORT: Case Study: ScottishPower Adapts To Customer Needs With RTIM

    April 5, 2018 Rusty Warner, Arleen Chien

    This case study details how B2C marketers need to prioritize improved customer experiences when making enterprise marketing technology (EMT) investments. ScottishPower (SP) overhauled its EMT ecosystem to align with business goals to better unify its customer strategy. With its investment in Alterian's real-time interaction management (RTIM) solution, this energy and gas provider has achieved lower churn rates and higher customer satisfaction scores, as well as operational efficiencies.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing

    April 5, 2018 Mary Pilecki, Stephanie Liu, Erna Alfred Liousas, Tina Moffett, Ryan Skinner, Joe Stanhope, Rusty Warner

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

  • For CIO Professionals

    REPORT: CIOs Should Add IoT Context To Customer Experience Systems

    Use Journey Analytics Platforms To Integrate IoT Data For CX Pros

    March 15, 2018 Frank E. Gillett

    Customer expectations for high-quality touches are expanding beyond the mobile and web realms. Internet-of-things (IoT) technology offers new capabilities to sense and control physical products and real-world experiences. So, CIOs and customer experience (CX) pros need each other's help to weave relevant context and control available from IoT sources into customer journeys. Forrester believes that journey analytics platforms will become the integration point for working with IoT.

  • For Customer Experience Professionals

    REPORT: Boost CX Quality By Using IoT In Customer Journeys

    Journey Analytics Platforms Will Integrate IoT For CX Pros

    March 15, 2018 Frank E. Gillett

    Customer expectations for high-quality touches are expanding beyond the mobile and web realms. Internet-of-things (IoT) technology offers new capabilities to sense and control physical products and real-world experiences. So, CIOs and customer experience (CX) pros need each other's help to weave relevant context and control available from IoT sources into customer journeys. Forrester believes that journey analytics platforms will become the integration point for working with IoT.

View all research

Analysts Who Cover Customer Journey

View all related analysts

Charts & Figures

View All

Related Topics