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 Customer Experience Professionals

    REPORT: The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017

    Kitewheel, Thunderhead, NICE, And Teradata Lead In An Emerging Field Of Vendors

    September 14, 2017 Joana van den Brink-Quintanilha, Alex Causey

    In our 27-criteria evaluation of customer journey analytics orchestration platform providers, we identified the 10 most significant ones — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, Teradata, Thunderhead, Usermind, and Verint — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer experience (CX) professionals make the right choice.

  • For Customer Experience Professionals

    REPORT: The Seven Top Questions About Journey Analytics

    Journey Analytics Improves Interactions And Predicts Future Behavior

    September 14, 2017 Joana van den Brink-Quintanilha

    Journey analytics is a hot topic because it can help firms move the needle on customer obsession. But misconceptions about what journey analytics is and how it's done get in the way. Forrester defines journey analytics as a practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior. This report answers the top questions we get about journey analytics to help customer experience (CX) professionals guide these efforts.

  • For Customer Experience Professionals

    REPORT: The Forrester Wave™: Customer Journey Analytics Visioning Platforms, Q3 2017

    NICE, Kitewheel, Thunderhead, And Teradata Lead In An Emerging Field Of Vendors

    September 14, 2017 Joana van den Brink-Quintanilha, Alex Causey

    In our 27-criteria evaluation of customer journey analytics visioning platform providers, we identified the 13 most significant ones — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, SuiteCX, TandemSeven, Teradata, Thunderhead, Touchpoint Dashboard, Usermind, and Verint — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer experience (CX) professionals make the right choice.

  • For Application Development & Delivery Professionals

    REPORT: Design Your Contact Center To Be Customer-Centric

    Strategic Plan: The Contact Centers For Customer Service Playbook

    August 31, 2017 Art Schoeller, Randy Heffner

    As enterprises strive to offer better customer experiences, they must incorporate organizational and operational change into contact center architectural design. Companies must establish customer journey maps that provide a seamless transition between self-service and the contact center. This report shows application development and delivery (AD&D) pros how to develop contact center architectures in line with customer experience (CX) governance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: Executive Q&A: Reboot The Team With An Empathy Map

    The What, Why, And How Of Empathy Maps

    August 30, 2017 Ryan Hart

    Customer experience (CX) leaders need to seed and nurture an empathetic culture to support successful and sustainable CX transformations. Empathy maps serve as an effective, quick way to recalibrate teams to be more empathetic to each other and the customers they serve. This report details the what, why, and how of the empathy mapping exercise and provides some tactical recommendations to CX pros on how to use these tools to grow empathy in their organization.

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