Trends Report

Five Creative Approaches For Using Personas And Customer Journey Maps Effectively

September 30th, 2013
Jonathan Browne, null
Jonathan Browne
With contributors:
Harley Manning , Carla O'Connor

Summary

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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