Speaker Biography

Joana de Quintanilha

VP, Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Technology Management Leaders


  • 11:25 AM - 12:05 PM

    Create A Healthy Customer Experience Ecosystem

    The right customer interactions, implemented the right way, don't just happen. Instead, they must be actively designed, pulling on a set of complex, interdependent relationships between employees, partners, policies, processes, and technologies. Critical steps:

    • Describe the customer experience ecosystem.
    • Identify the role of technology within the ecosystem.
    • Explore best practices for executing across the ecosystem.

Research Focus

Based in Amsterdam, Joana serves customer experience professionals. Her areas of expertise include digital customer experience, tools like journey mapping, and Agile methods. Joana also focuses on brand and leads Customer Experience Index research in Europe.

Previous Work Experience

Before joining Forrester, Joana was the senior customer experience manager at Elsevier, a leading provider of science and health information. She was responsible for all aspects of customer experience including measurement, strategy, customer understanding, and design. She set up and managed a team of customer experience professionals in charge of delivering customer insights to the business through customer journey and ecosystem mapping as well as implementing projects that drove customer satisfaction and reduced customer effort at Elsevier. Joana has a strong background in digital customer experience through her role as editor-in-chief of Elsevier's digital platform from 2008 to 2011.

Joana has also held a number of positions as a reporter covering financial services companies in the Benelux for Bloomberg, Dow Jones Newswires, and The Wall Street Journal. She has wide knowledge of the Dutch and UK markets.


Joana holds an MA (Hons) in international relations and modern history from the University of St Andrews in Scotland. She is fluent in English, Dutch, and Portuguese and speaks conversational Spanish and basic Italian.