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: Benchmark Customers' Digital Banking Journeys To Stay Ahead

    Benchmarks: The Digital Banking Strategy Playbook

    February 9, 2018 Peter Wannemacher

    Digital banking strategy leaders are under pressure to differentiate by offering services that meet or exceed customers' needs and expectations. To help them understand where they stand, Forrester developed a digital functionality benchmark methodology that measures what objectives a customer can achieve through a given touchpoint and benchmarks how effectively banks' functionality supports these objectives. This report outlines how banks can use the methodology to gauge where they stand against their customers' needs and their competition. This is an updated version of a previously published report; Forrester reviews and updates reports periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Use Customer Journeys To Guide Your Digital Banking Strategy

    Processes: The Digital Banking Strategy Playbook

    January 4, 2018 Aurelie L'Hostis, Oliwia Berdak

    Digital banking teams are keen to digitize the entire customer life cycle. They want to cut costs and offer convenience by enabling customers to research, buy, and manage loans, bank accounts, savings, and investments through digital touchpoints. But pushing toward 100% digital sales and service can result in misunderstandings of customer behavior and preferences and 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 banking strategy. This report was originally published in December 2016; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in November 2017.

  • For Customer Experience Professionals

    REPORT: The Customer Journey Mapping Canvas

    A Planning Tool To Help Your Journey Mapping Efforts Succeed

    December 29, 2017 Kelly Price

    Despite journey mapping's popularity, Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started or fail to build momentum after less-than-stellar first efforts. To be successful, CX pros need to consider the factors that shape the effort before, during, and after the mapping is complete. To help, Forrester has created the Customer Journey Mapping Canvas — a one-page planning tool to help CX pros execute journey mapping better. This report describes the canvas and how to use it.

  • For B2B Marketing Professionals

    REPORT: Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook

    December 19, 2017 Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life cycle. But complex product and solution portfolios challenge them, the diversity of B2B buyers flummoxes them, and organizational silos hamstring them. In this report, we detail Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer a GTC strategy that aligns marketing, sales, and service on the path to customer obsession at scale. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Playbook

    December 15, 2017 Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. In this report, we make the case for that focus shift and explore five pivot points to help B2B marketing leaders architect the transformation from demand generation to customer-obsessed marketing. This is a significant update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

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