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 Forrester Automotive Wave™: US Websites, Q2 2018

    The Playing Field Is Wide Open For Carmakers To Break Away

    June 18, 2018 Brendan Miller, Andrew Hogan

    US new auto sales surpassed 17 million vehicles in 2017 — one of the best years on record for the auto industry. Can it do better? Over 90% of US auto shoppers used manufacturers' websites to guide them in their decision process. To gauge how helpful the websites are to shoppers, we evaluated the sites of 10 top auto brands in the US. This report lays out where companies excel — and where they lag — and what digital business and customer experience (CX) professionals can learn from them so their websites help drive more growth.

  • For Customer Experience Professionals

    REPORT: Bring Brand To Life With Customer Journeys

    Your Brand Promise Is Empty Unless Brand-Infused Customer Journeys Make It A Reality

    June 5, 2018 Joana van den Brink-Quintanilha

    To differentiate, companies must create resonance between brand and customer experience (CX) at every step of customers' journeys — but often don't. The result: brand promises that remain unfulfilled — and customer journeys that are less distinctive than they could be. This document explains the six essentials for overcoming this problem so that CX pros (and their colleagues responsible for the brand) can help steer their companies in the right direction.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Must-Have eCommerce Features

    Road Map: The Retail eCommerce Playbook

    June 5, 2018Ananda Chakravarty

    Digital business leaders often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This road map chapter of the retail eCommerce playbook takes a prescriptive look at industry standards and opportunities for differentiation in a retail eCommerce experience. We've divided the key opportunities into features and functionality to improve site navigation, product detail pages, and the checkout experience. We also discuss additional areas of opportunity such as fulfillment, customer service, and omnichannel execution. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (EU-7), Q1 2018 Update

    ForecastView Document

    May 14, 2018 Satish Meena

    Digital touchpoints are increasingly important for customers. In the EU-7, digital-influenced sales will grow at a compound annual growth rate (CAGR) of 7.5% from 2017 to 2022 to reach €768 billion, accounting for 45% of offline retail sales. This report breaks down digital-influenced sales by retail category. For the first time, the forecast includes the influence of mobile and tablets, reflecting consumers' increasing use of these devices for research both inside and outside the store. We also break down digital's influence by source.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Take An Iterative Approach To Digital Insurance Strategy

    Strategic Plan: The Digital Insurance Strategy Playbook

    May 4, 2018 Zhi Ying Ng

    Digital business leaders must define and execute digital insurance strategy. To do that, they must craft an action plan that examines the impact of digital on their business and then develop the building blocks needed to support their organization's digital vision. This report outlines how digital insurance leaders should create an action plan that helps them successfully execute their company's business strategy.

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