Enrich Customer Life-Cycle Understanding With Customer Journey Maps

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.