Best Practice Report

Executive Q&A: Design Personas And Customer Journey Maps

November 16th, 2015
Tony Costa, null
Tony Costa
Leah Buley, null
Leah Buley
Jonathan Browne, null
Jonathan Browne
With contributors:
John Dalton , Kelly Price , Kara Hartig

Summary

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 experience-based differentiation. This document answers some of the common questions that Forrester hears about personas and journey maps. This is an update to a previously published report to include current research findings and data.

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