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 eBusiness & Channel Strategy Professionals

    REPORT: Use Behavioral Economics To Inform Your Financial Well-Being Strategy

    Design Digital Experiences That Encourage Customers To Adopt Better Financial Habits

    December 13, 2018 Aurelie L'Hostis

    Advances in behavioral science have shed new light on how people make decisions — and that includes personal finance. Despite best intentions, people don't always stick to their financial goals. Several fintech startups and financial services firms have started weaving elements of behavioral economics into their digital experiences and financial well-being strategy to remove psychological barriers and help consumers develop sounder financial habits. Read this report to learn best practices from forerunners and move the needle on your customers' financial well-being.

  • For B2C Marketing Professionals

    REPORT: The State Of Loyalty Strategies 2018

    Benchmarks: The Customer Loyalty Playbook

    December 11, 2018 Emily Collins

    Forrester recently surveyed 45 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report contains benchmarks for B2C marketing professionals working on increasing customer loyalty and provides an overview of how companies execute on loyalty strategy. 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 Analytics: Digital-Influenced Retail Sales Forecast, 2018 To 2023 (US)

    ForecastView Document

    December 10, 2018 Satish Meena

    Half of US retail sales are now digitally impacted, and we expect this to grow to 58% by 2023. This forecast calculates digital-influenced sales across 30 retail categories, with historical data going back to 2004. This report also includes a top-line forecast on mobile-phone-influenced sales, showing the percentage of offline retail that mobile phone research influences. We also break down digital's influence by source.

  • For Application Development & Delivery Professionals

    REPORT: Take Two Technology Roads To Digital Experience Success

    Road Map: The Digital Experience Delivery Playbook

    November 16, 2018 Ted Schadler

    Once you have a strategy to prioritize digital interactions and have assessed the business impact of each investment, it's time to produce your technology road map. You must pursue two paths simultaneously: 1) Make urgent investments in cloud or software extensions and 2) deliver important agility and long-term benefits with a modern digital experience platform. This report outlines the key milestones necessary for application development and delivery (AD&D) professionals to execute on a digital experience delivery strategy. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Customer Experience Professionals

    REPORT: Now Tech: Journey Management, Q4 2018

    Forrester's Overview Of 23 Journey Management Providers

    November 14, 2018 Joana van den Brink-Quintanilha, Alex Causey

    You can use journey management tools to digitize journey maps at scale, take a data-driven approach to creating a common vision for key journeys, and automate and scale journeys by orchestrating them in real time. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. Customer experience (CX) professionals should use this report to understand the value they can expect from a journey management provider and select one based on size and functionality.

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