Enrich Customer Life-Cycle Understanding With Customer Journey Maps
July 31, 2015
Why Read This Report
Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As brand and customer experience converge, CMOs need to own the relationship between brand, marketing, and customer experience. But these disciplines use different approaches to understand their customers' interactions with their brand, causing confusion and a disconnected customer experience. This report lays out a four-step process to help CMOs partner with customer experience professionals to use the customer life-cycle framework and customer journey mapping tools to align brand, marketing, and customer experience. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and data.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
What The Federal Government Can Teach Us About CX
November 30, 2016 | Rick Parrish
Chart A New Course For A Connected Brand Experience
August 17, 2015 | Sheryl Pattek
Asia Pacific Companies Embrace Customer Analytics, Part 2
December 26, 2014 | Michael Barnes