Best Practice Report

Executive Q&A: Design Personas And Customer Journey Maps

November 16th, 2015
Tony Costa
Leah Buley
Jonathan Browne
With contributors:
John Dalton , Kelly Price , Kara Hartig


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.