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For Customer Experience Professionals

Executive Q&A: Design Personas And Customer Journey Maps

November 16, 2015


  • By Tony Costa,
  • Leah Buley,
  • Jonathan Browne
  • with John Dalton,
  • Kelly Price,
  • Kara Hartig

Why Read This Report

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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Table of Contents

  • 1. What are design personas?
  • 2. What are customer journey maps?
  • 3. How do these tools help?
  • 4. What is the difference between a persona and a journey map?
  • 5. Are these tools essential or just nice to have?
  • 6. How do personas relate to market segmentation models?
  • 7. How do journey maps relate to customer life cycles or process maps?
  • 8. Do we need both personas and journey maps?
  • 9. Will we see return on investment (ROI) from adopting these tools?
  • 10. How much does it cost to develop personas?
  • 11. How much does a journey mapping effort cost?
  • 12. How do we know if our personas and journey maps are of high quality?
  • 13. Who should be responsible for creating our organization's personas and journey maps?
  • 14. Can we use a standardized journey map or set of personas for our industry?
  • 15. How frequently do we need to update journey maps and personas?