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: Your Digital Experience Strategy Starts With A Customer Journey Map

    Identify And Invest In The Moments That Matter With The Help Of This Three-Part Planning Guide: Strategy, Business Impact, And Road Map

    October 3, 2018 Ted Schadler

    Your customers expect the same quality of digital experiences from you as they get from Amazon, Netflix, and Uber. That will require transforming your experiences and the operations that support them. To get everybody on the same page, digital business leaders should conduct a three-part planning process: 1) Build a customer journey map highlighting the moments of engagement; 2) prioritize the moments and processes based on the benefit to customers and the value to you; and 3) pursue a two-path road map to move quickly while laying the foundations for the future.

  • For Customer Experience Professionals

    REPORT: Demystifying The Language Of CX And UX

    Essential Definitions For Your Execs To Avoid Making Misguided Strategic Decisions About CX And UX

    October 2, 2018 David Truog

    CX and UX pros can't go it alone — you need your colleagues to be onboard, to deliver the right experiences to your customers. The foundation for this is a shared understanding of what you're talking about. To help grow your colleagues' fluency in essential CX and UX language, we've created a lexicon of key definitions in terms your colleagues will understand — simple, clear, and free of jargon. We've grouped them into tables — each one goes progressively deeper, so you can distribute them gradually, to educate without overwhelming.

  • For Customer Experience Professionals

    REPORT: Supercharge Your Journey Mapping

    Combine Divergent And Convergent Approaches For Great CX

    October 2, 2018 Joana van den Brink-Quintanilha

    Some companies are improving customer experience (CX) by combining journey mapping with adjacent methodologies like design thinking and Agile development and with complementary artefacts like ecosystem maps, empathy maps, and "jobs to be done" frameworks. But the benefits of this mixology still evade many companies. Why? Because they misapply two kinds of methodologies — convergent and divergent. This report lays out how CX professionals can overcome this problem.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Automotive Wave™: European Websites, Q3 2018

    European Auto Brands' Sites Don't Meet Customers' Evolving Expectations

    August 29, 2018 Brendan Miller, Alex Causey

    More than half of European consumers spend 10 hours or more researching a new car, and nearly three-quarters consider three or more brands before they purchase or lease a vehicle. To gauge how helpful auto brand websites are to shoppers, we evaluated 11 of the top auto brands in Europe. This report lays out where these companies excel — and where they lag — and what digital business and customer experience (CX) professionals can learn from them to help their websites drive more growth.

  • 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.

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