Speaker Biography

Joana van den Brink-Quintanilha

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Customer Experience Professionals East


  • 11:15 AM - 12:00 PM

    Journey Mapping: How The Pros Do It

    Journey maps are the backbone of customer experience programs. They give organizations the ability to build, improve, and manage CX efforts with the right perspectives — from the outside in. Yet, in too many cases, journey maps are misunderstood and underutilized. In this session, Joana explains:

    • The full potential of journey mapping.
    • How journey mapping can be used in every aspect of your CX program.
    • How to invigorate your journey mapping skills

Research Focus

Based in London, 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 CX 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 U.K. markets.


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