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 Customer-Journey-Centric Firm

    How Leading Organizations Are Transforming Toward Journey Centricity

    November 13, 2017 Joana van den Brink-Quintanilha

    Firms aspire to the benefits of a customer journey focus but struggle to achieve them because of obstacles in four realms: approach, ownership, tools, and culture. Some companies, though, have found a path to journey centricity and are shifting the focus from channels and individual touchpoints to the flow of journeys across touchpoints, silos, policies, and procedures. This report lays out the way for CX pros to determine: 1) how critical journey centricity is to your business; 2) how hard it will be to make the shift; and 3) what steps to take to successfully achieve journey centricity.

  • For B2C Marketing Professionals

    REPORT: Seize Control Of Your Content Strategy

    Strategic Plan: The Content Marketing Playbook

    November 6, 2017 Ryan Skinner, Erna Alfred Liousas

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, help them make decisions, and get more value from their purchases. B2C marketers struggle to produce content that is valuable in their customers' eyes. Develop a strategic approach to content marketing that will deliver valuable content and drive business results for your brand with this report. This is an update of a previously published report. Forrester reviews and updates reports periodically for continued relevance and accuracy; we revised this edition to factor in new examples and data.

  • For Application Development & Delivery Professionals

    REPORT: Take Two Technology Roads To Digital Experience Success

    Road Map: The Digital Experience Delivery Playbook

    October 18, 2017 Ted Schadler

    Once you have a strategy to prioritize digital interactions and have assessed the business impact of each investment, it's time to plan your technology road map. You must pursue two paths simultaneously: 1) Make urgent investments immediately with 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 updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: What B2B Marketers Must Know And Do To Make Attribution Work

    Make Attribution A Linchpin With Strategic And Operational Discipline

    October 5, 2017 Allison Snow

    The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the voyages of these informed, connected, and intelligent navigators. This report examines channel attribution, which enables this visibility by crediting individual touchpoints between buyers and firms with revenue.

  • For B2C Marketing Professionals

    REPORT: The Next Chapter For Email Marketing

    Vision: The Email Marketing Playbook

    October 2, 2017 Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how to treat email as more than just an advertising medium by innovating around email content, templates, and experiences. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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