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For Customer Experience Professionals

Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

September 30, 2013

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Why Read This Report

Personas and customer journey maps are central to companies' customer understanding programs. To understand how firms can get the full benefit from these tools, Forrester interviewed both vendor and user companies. This report describes the pragmatic and creative approaches that five of the organizations have used to ensure that their investments in customer understanding tools pay off.

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Table of Contents

  • Personas And Customer Journey Maps Support Customer Centricity
  • Customer-Centric Tools Are Not A Nice-To-Have
  • recommendations

  • Inform And Engage Stakeholders
  • Supplemental Material