The Power Of Storytelling For Experience Design

October 10th, 2017

Kelly Price

Allegra Burnette

With contributors:

David Truog , Gabriella Zoia , Shayna Neuburg

Summary

Although brands have been creating marketing based on their company’s stories for years, and customer experience (CX) pros often use narrative-based methods like journey mapping, companies are missing an opportunity to improve CX by taking a more structured approach to applying storytelling to experience design. This report introduces CX pros to techniques storytelling experts use to create compelling experiences in books and movies — and explains how to use these approaches to connect brand and experience across touchpoints to improve CX.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.