Joana van den Brink-Quintanilha

Principal Analyst serving Customer Experience PROFESSIONALS

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.

Joana van den Brink-Quintanilha's Research

  • For eBusiness & Channel Strategy Professionals

    Report: Case Study: Lloyds Banking Group Transforms Through 10 Customer Journeys

    In 2014, Lloyds Banking Group, one of the UK's leading financial services firms, embarked on a three-year digital business transformation with a £502 million budget. The transformation has gone ...

  • For Customer Experience Professionals

    Report: Play The Long Game For CX Transformation

    To win the long game of customer experience (CX) transformation, CX professionals must have a CEO mandate, an outside-in perspective, an innovation mindset, and disciplined execution. At Forrest...

  • For Customer Experience Professionals

    Report: The State Of CX Management In Retail Banking, 2016

    We surveyed execs at retail banks, and three-quarters of them told us that their bank aspires to be a leader in customer experience (CX) — but few are doing what it takes to get there. This repo...

  • For Customer Experience Professionals

    Report: The France Customer Experience Index, 2016

    How well do leading brands build loyalty with the quality of their customer experience (CX)? In this report, we reveal the top performers in France as well as the leaders and laggards in the cre...

  • For Customer Experience Professionals

    Report: The Germany Customer Experience Index, 2016

    Which German brands create the most loyalty with their customers? This report applies Forrester's CX Index™ methodology to German brands to uncover how easy it is to do business with them, how e...

  • For Customer Experience Professionals

    Report: Mapping The Customer Journey

    Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey...

  • For CMO Professionals

    Report: The Convergence Of Brand, Marketing, And Customer Experience

    Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they delive...

  • For Customer Experience Professionals

    Report: Digital Customer Experience Trends, 2014

    In 2013, the number and variety of digital touchpoints blossomed, and a new breed of digital innovators rushed forward, blending online and offline experiences. In parallel, privacy concerns res...

  • For Customer Experience Professionals

    Report: The Seven Steps Of Highly Effective Journey Mapping

    Journey maps are wildly popular. But the production of a map won't change anything unless it is part of a well-defined process that takes into consideration a purpose, goals, and customer experi...

  • For Customer Experience Professionals

    Report: The New World Of Customer Journey Mapping Software

    Customer journey mapping can be a powerful way to improve customer experience (CX). But to drive meaningful change, CX pros need journey maps that are flexible tools — not just static artifacts....

View all of Joana van den Brink-Quintanilha's Research

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