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 An Effective Customer Success Planning Framework

    A Guide To Creating A Plan To Ensure Positive B2B Customer Experiences

    April 22, 2019 TJ Keitt

    Customer success management (CSM) ensures that a business and its clients both get value from their relationship. It does this by guiding clients down a path to reach their desired business outcomes, thereby increasing the odds that those clients will renew their contract or buy more services. CSM and customer experience (CX) leaders need to plan for how clients will stay on the path to success. This report provides CX leaders with a primer on how to create effective customer success plans.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Must-Have eCommerce Features

    Road Map: The Retail eCommerce Playbook

    April 18, 2019 Sucharita Kodali

    Digital business professionals often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This report 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 areas of opportunity such as fulfillment, customer service, and omnichannel execution. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Digital Trends 2019: European Wealth And Investment Management

    Maintain Your Digital Course Through Choppy Waters

    April 5, 2019 Oliwia Berdak

    European wealth and investment firms face a host of challenges in 2019. Political uncertainty and slowing economies are driving market volatility and redemptions. As these begin to bite, firms must resist the urge to cut costs blindly. Instead, firms should invest in digital technology to build a differentiated customer experience, drive operational agility, and experiment with digital business models necessary to thrive in this challenging environment.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Show That Digital Insurance Is Private And Secure

    Digital Feature Fix: Reassure Prospects About How You Protect Them

    March 26, 2019 Benjamin Ensor, August Du Pont

    Consumers have plenty of reasons to worry about the privacy and security of their personal financial information, yet we often find that insurance sites and apps are not transparent and fail to reassure customers about the privacy and security of their personal data. This brief lays out how digital teams should build trust among customers and illustrates good practices from leading firms.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Take The Work Out Of Insurance Quotes

    Digital Feature Fix: Remove Obstacles That Keep Prospects From Seeing The Price Of A Policy

    March 19, 2019 Benjamin Ensor, August Du Pont

    Consumers often look for the lowest price when selecting insurance policies. Yet in our reviews, we often find that insurance sites either don't provide a quoting tool or make the process of getting a quote needlessly difficult. This brief illustrates good practices from leading insurance companies and lays out how digital teams can efficiently quote prices online.

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