Joana de Quintanilha

VP, Principal Analyst

Forrester Bio

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How To Prioritize Customer Journeys

Maxie Schmidt April 12, 2023
Find recommendations for how to best prioritize journeys, and discover our Customer Journey Prioritization Tool for doing the prioritization work.

Spark, Nurture, And Fire Up Empathy To Drive Innovation

Joana de Quintanilha April 4, 2023
Only 62% of senior executives say that they can put themselves in the shoes of their customers. Learn how to master empathy in this blog post.

¿Cómo Las Aseguradoras Españolas Pueden Mejorar Su CX y Generar Más Lealtad?

Joana de Quintanilha December 14, 2022
La Calidad de CX en las Aseguradoras De Autos y Hogares Españolas Queda Rezagada Comparada Con Sus Pares Europeas.

Join The Journey-Centric Revolution

Joana de Quintanilha May 19, 2022
Journey-centricity is not something you overlay on your current operating model. You cannot preserve the status quo; it will disrupt your business. It requires a bold vision to use journeys to incorporate products and services in customers’ lives, to adopt a shared journey language that aligns people, process, and technology across touchpoints, channels, and silos. […]

We Need To Understand The Emotions That Drive Customers To Make Sustainable Choices

Joana de Quintanilha March 14, 2022
(coauthored by Mélissa Chaudet) Many consumers want to act sustainably but struggle to do so, for both intrinsic (lack of motivation) and extrinsic (price, convenience) reasons. Embracing sustainability requires organizations to understand the emotions that drive customers to make sustainable choices and to contextualize sustainability in the customer journey to help customers bridge the gap […]

Medallia + Thunderhead Is A Boost For Brands On The VoC Maturity Journey

Colleen Fazio January 26, 2022
Customer feedback management (CFM) vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is an expected response to the Qualtrics acquisition of Usermind last year. As my colleague Joana de Quintanilha writes in her blog, customer journey orchestration platforms have been a hot commodity of late. The acquisitions of Usermind […]

Marketers Must Mind The Customer Journey Orchestration Gap

Rusty Warner January 26, 2022
Discover the questions to ask when considering customer journey orchestration (CJO) vendors, as acquisitions shake the space up.

Customer Journey Orchestration Platforms Are The Catch Of The Day

Joana de Quintanilha January 26, 2022
Customer feedback management vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is the fourth acquisition in the customer journey orchestration space in six months. First, CSG acquired Kitewheel, followed less than a week later by Qualtrics’ acquisition of both Usermind and Clarabridge. And in October, Genesys announced its acquisition […]

The Emotions And Moments In The Customer Journey That Really Drive Loyalty

Joana de Quintanilha January 19, 2022
Emotion is key to differentiated experiences that drive customer loyalty. But many companies get emotion wrong. Rather than designing experiences built on a broad spectrum of emotions, they equate emotion with delight. Contrary to popular belief, making customers feel content, happy, or delighted impacts loyalty less than making customers feel respected, understood, valued, or confident. […]

Europe Predictions 2022: Customer Experience

Joana de Quintanilha October 26, 2021
In 2022, brands will look to customer experience teams to help them navigate their way through the pandemic. Find out more.

Prévisions 2022 : Expérience Client

Joana de Quintanilha 26 Octobre 2021
En 2022, les marques se tourneront vers leurs équipes Expérience Client (CX) pour mieux naviguer dans le sillage tourmenté de la pandémie, s'adapter à la « nouvelle normalité » et gérer les attentes et les émotions des clients autour d'enjeux aussi variés que l'accélération et la saturation numériques, le développement durable et la confidentialité. 

Prognosen 2022: Customer Experience

Joana de Quintanilha 26 Oktober 2021
2022 werden Unternehmen auf ihre Customer Experience (CX)-Teams angewiesen sein, um einen Weg durch die Pandemie zu finden und sich auf eine „neue Normalität“ einzustellen.

Vragen en antwoorden rond hoe journey maps te gebruiken zijn als een tool voor verandermanagement

Joana de Quintanilha September 28, 2021
CX Professionals moeten customer journey maps gebruiken als een tool voor verandermanagement om medewerkers, die interacties ondersteunen of direct contact hebben met klanten, te helpen de klantervaring te verbeteren.

Transformez Les Cartes De Parcours Client En Un Outil De Gestion Du Changement

Joana de Quintanilha 27 Septembre 2021
Les professionnels de l'expérience client (CX) doivent utiliser les cartes de parcours comme un outil de gestion de changement pour amener les employés à offrir des expériences centrées sur le client.

Harness Friction In Customer Journeys To Drive Emotional Engagement

Joana de Quintanilha September 8, 2021
Companies that prioritise frictionless experiences above all else risk alienating customers and miss out on opportunities. Read this post to learn more.

Journey Mapping Q&A: How To Use Journey Maps As A Change Management Tool

Joana de Quintanilha August 24, 2021
CX professionals must use customer journey maps as a change management tool to guide employees to deliver customer-centric experiences across products and channels. Read our latest blog to learn more.

Build A Culture Of Emotionally Intelligent Employees To Boost Mental Health

Joana de Quintanilha May 10, 2021
Many companies get emotion wrong … Rather than designing experiences built on a broad spectrum of emotions, they equate emotion with delight. But real joy and real happiness can only exist in relation to all the emotions — they are a “boxed set.” We cannot just pick and choose our emotions. Anger isn’t joy, just […]

Comment Établir Et Développer Votre Fonction Expérience Client

Joana de Quintanilha 26 Février 2021
Le principal obstacle à une transformation réussie de l’expérience client est le manque de coopération au sein des entreprises. Établissez et développez votre fonction CX dès maintenant !

How To Establish And Grow Your Customer Experience Function In EMEA

Joana de Quintanilha February 26, 2021
The main barrier to successful customer experience transformation is the lack of cooperation across organisations. Establish and grow the CX function now!

We Need To Shift How We Think About Emotion And Journeys

Joana de Quintanilha February 17, 2021
Emotion Is The Key To Benchmarking Journeys We know customer journeys matter. We know emotion matters. It’s time to bring these two together and use journeys to design for the full scope of emotion. To know what good looks like — and to benchmark customer journeys — we need to understand how to design for […]
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