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 B2C Marketing Professionals

    REPORT: The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook

    June 6, 2019 Joe Stanhope, Rusty Warner

    Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their approach to martech and customer engagement tactics. This report explores the evolution of martech from a channel-driven capability to one serving the full customer journey; the intersection of martech and customer experience (CX); and the critical features that power moments-based marketing.

  • For Customer Experience Professionals

    REPORT: The Forrester Wave™: CX Consulting Practices: Experience Strategy And Business Transformation, Q2 2019

    The Nine Providers That Matter Most And How They Stack Up

    May 28, 2019 TJ Keitt

    In our 30-criterion evaluation of experience strategy and business transformation providers, we identified the nine most significant ones — Accenture, Bain & Company, EY, KPMG, McKinsey & Company, North Highland, Publicis Sapient, PwC, and Strativity Group — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer experience (CX) professionals select the right one for their needs.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Quarterly Earnings Review, Q4 2018

    Highlights From 23 Retail Q4 2018 Earnings Call Transcripts

    May 15, 2019 Fiona Swerdlow, Claudia Tajima

    As today's empowered consumers demand more of the retail experience than ever before, leading retailers and brands are investing to rethink and reinvent their customers’ cross-touchpoint experiences. The Forrester Retail Quarterly Earnings Review highlights key quotes and trends from the earnings calls of 23 publicly traded retail companies. Among other highlights, eBusiness and channel strategy professionals can learn about Kohl’s investments in personalization, Nordstrom’s supply chain expansion in Los Angeles, Starbucks’ China strategy, and more.

  • For Application Development & Delivery Professionals

    REPORT: Now Tech: Digital Experience Agencies, Q2 2019

    Forrester's Overview Of 42 Digital Experience Agencies

    May 14, 2019 Ted Schadler

    Digital experience agencies are essential partners for building differentiated customer, marketing, commerce, and product experiences. But to find the best partner for your project or program, you first have to select from a diverse set of service providers that vary by size, capability, country, and vertical market presence. Digital business leaders should use this report to understand the value they can expect from a digital experience agency and to select one based on market presence, cultural fit, and software and service capabilities.

  • For B2B Marketing Professionals

    REPORT: Forget Marketing And Sales Alignment: Calibrate To The Customer For Optimal Buyer Experience

    May 1, 2019 Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos to connect with buyers via content, channels, and tactics that deliver the best buyer experience. But the diversity of B2B buying motions flummoxes them as they try to pivot at scale. In this report, we reveal Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer an engagement strategy that aligns marketing, sales, and service on the path to customer obsession. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

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