Jonathan Browne

Sr Consultant serving Customer Experience PROFESSIONALS

Jonathan is a senior consultant with Forrester's consulting team. He has managed projects with Forrester clients across multiple industries (including technology, energy, healthcare, and financial services) who want to transform their capabilities to manage complex customer experience ecosystems, and improve their approaches to customer understanding, customer experience measurement, and design.

Previous Work Experience

Previously, Jonathan was a senior analyst in Forrester Research's Customer Experience research practice. He led Forrester's research on customer journey mapping, personas, and interactive design agencies. In 2010, he wrote the Forrester Wave™ assessment of UK interactive agencies' web design capabilities. In 2014, he launched Forrester's Customer Experience Index in Europe. He also wrote research on best practices of companies creating ground-breaking customer experiences online, including the mobile Web and new social computing channels.

Jonathan lived in Japan for 14 years, helping to launch Forrester's Japan office in 2000. During his tenure in Japan, he was a founding member of Japan's nonprofit Persona & Customer Experience Association. He has been cited in Forbes, The Economic Times(India), Nikkei BP, and He has written articles for Nikkei Information Strategy magazine, Web Tantosha (Web Manager) magazine, and others.


Jonathan graduated from Cambridge University with a degree in Japanese studies.

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66 results in Reports

  • Jonathan Browne
  • Customer Experience
  • Customer Experience Management
  • For Customer Experience Professionals

    Report:Executive Q&A: Design Personas And Customer Journey Maps

    Personas and customer journey maps are valuable tools that support customer experience (CX) professionals' tactical design decisions and high-level strategic goals of progressing toward...

    • Downloads: 1705
  • For Customer Experience Professionals

    Report:The Customer Experience Index, Germany 2014

    How good is the experience at leading German companies? This report helps answer that question by providing a benchmark of the quality of customer experience for 25 German brands across seven...

    • Downloads: 265
  • For Customer Experience Professionals

    Report:Interactive Design Agency Overview, 2014

    To help clients find the right agency to assist them with interactive design projects, Forrester conducted a survey of interactive design agencies that asked about their skills, industry experience,...

    • Downloads: 579
  • For Customer Experience Professionals

    Report:The Customer Experience Index, UK 2014

    How good is the experience at leading UK companies — as rated by their consumers? This report helps answer that question by providing a benchmark of the quality of experience for 28 UK brands...

    • Downloads: 429
  • For Customer Experience Professionals

    Report:How To Use Text Analytics In Your VoC Program

    Customer experience professionals struggle to get the most out of text analytics tools and make the case for their value. This report describes the pitfalls that customer experience teams should...

    • Downloads: 610
  • For Customer Experience Professionals

    Report:Lessons In Customer Understanding From Forrester's 2013 Outside In Award Winners

    Practices At Blue Cross Blue Shield Of Michigan And VMware

    At Forrester's Forum For Customer Experience Professionals 2013, we announced the winners of our first annual Outside In Awards. The awards recognize organizations that excel at the practices needed...

    • Downloads: 402
  • For Customer Experience Professionals

    Report:Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

    Personas and customer journey maps are central to companies' customer understanding programs. To understand how firms can get the full benefit from these tools, Forrester interviewed both vendor and...

    • Downloads: 1634
  • For Customer Experience Professionals

    Report:Interactive Design Agency Overview, Europe 2013

    Companies doing business in Europe need vendors that can help them differentiate their brands in an increasingly complex digital landscape. As European consumers continue to adopt new digital...

    • Downloads: 278
  • For Customer Experience Professionals

    Report:Tools For Mastering The Customer Experience Ecosystem

    To make meaningful customer experience improvements, organizations need to align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from the...

    • Downloads: 1447
  • For Customer Experience Professionals

    Report:Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course

    Journey Mapping Enables A Diverse Global Airline To Lift Quality Of Service While Growing Rapidly

    Emirates is one of the world's fastest-growing airlines and positions itself as a lifestyle brand, setting high expectations for service quality in a competitive market. As Emirates expanded rapidly,...

    • Downloads: 783
  • For Customer Experience Professionals

    Report:The State Of The Art Of Personas

    Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

    Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed...

    • Downloads: 1746
  • For Customer Experience Professionals

    Report:Executive Q&A: Customer Understanding For Customer Experience Management

    Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report...

    • Downloads: 507
  • For Customer Experience Professionals

    Report:How To Get Value From Customer Journey Maps

    Companies Share Best Practices For Using Journey Maps Effectively

    This report describes best practices for using journey maps to drive improvements in customer experience. Customer journey maps are foundational tools that support companies' efforts to improve...

    • Downloads: 1481
  • For Customer Experience Professionals

    Report:Interactive Design Agency Overview, 2012

    Selecting the right interactive design vendor is a complex and stressful task. The splinternet — an explosion of digital touchpoints across an array of proprietary platforms — makes that...

    • Downloads: 998
  • For Customer Experience Professionals

    Report:What To Look For When Hiring Consultants To Help With Customer Journey Maps

    Companies tell us that they're interested in using customer journey maps as tools to analyze and communicate their customers' perspectives on the interactions they deliver. Creating and using...

    • Downloads: 522
  • For Customer Experience Professionals

    Report:Customer Journey Mapping: What Is It For?

    Five Firms Describe How Customer Journey Mapping Helps Them

    Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions...

    • Downloads: 1697
  • For Customer Experience Professionals

    Report:Mobile Interactive Design Agencies Emerge

    Look To Specialists For Niche Skills In Mobile Experience Design

    Companies increasingly see the need to offer differentiating mobile experiences. However, they struggle to find the skills and support they need to deliver useful and usable mobile services that make...

    • Downloads: 483
  • For Customer Experience Professionals

    Report:How Does Social Media Contribute To Customer Experience? Let Us Count The Ways

    It's Time To Document Best Practices For Social Media And Customer Experience

    Social media already plays a role at each step of customers' complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professionals...

    • Downloads: 2158
  • For Customer Experience Professionals

    Report:Mistakes To Avoid When Hiring An Interactive Design Agency, 2011

    Agencies Describe The Flaws In Clients' Hiring Practices

    Firms increasingly need expertise from agencies to differentiate their brands online. However, agencies and clients are hurt by flawed hiring processes, and clients make fundamental errors that...

    • Downloads: 188
  • For Customer Experience Professionals

    Report:Scorecard: Customer Journey Map Review 1.0

    Assess your customer journey map by completing this scorecard.

    • Downloads: 139
  • For Customer Experience Professionals

    Report:Mothercare Uses Knowledge Management To Unify Customer Experience Across Touchpoints

    Specialty retailer, Mothercare Group, worked with self-service vendor, Transversal, to improve knowledge management across its three key touchpoints — the Web, call centers, and retail stores....

    • Downloads: 552
  • For Customer Experience Professionals

    Report:Personas Require Regular Updates

    Ensure Personas Accurately Reflect Customers' New Behaviors And Technologies

    Personas are ideal tools to guide the design of products, channels, and messaging, but companies are concerned that they fail to keep track of evolving behaviors. Although customers' psychographics...

    • Downloads: 538
  • For Customer Experience Professionals

    Report:Where To Find Help For Interactive Design Projects In Europe, 2011

    European Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

    Companies seeking agency partners in Europe find it challenging to identify the best agencies to meet their needs. To kick-start the vendor selection process, Forrester gathered self-reported data...

    • Downloads: 240
  • For Customer Experience Professionals

    Report:Next-Generation Interactive Design Calls For Agencies That Collaborate Well

    Demand Collaboration Best Practices From Your Interactive Design Agencies

    The pressures to roll out consistent experiences across multiple touchpoints, deliver compelling next-generation experiences in digital channels, and stay ahead of the curve of emerging technology...

    • Downloads: 396
  • For Customer Experience Professionals

    Report:Giffgaff Manages Its Community To Deliver A Great Customer Experience

    Social Media Management Gives Control To Members And Builds The Brand

    Giffgaff, a low-cost mobile virtual network operator, uses an online community for customer support, sales and marketing, as well as product development functions. To ensure a positive customer...

    • Downloads: 470