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  • Customer Journey Mapping

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  • For Customer Experience Professionals

    Report

    Report The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017

    Kitewheel, Thunderhead, NICE, And Teradata Lead In An Emerging Field Of Vendors

    In our 27-criteria evaluation of customer journey analytics orchestration platform providers, we identified the 10 most significant ones — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist,...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Reboot The Team With An Empathy Map

    The What, Why, And How Of Empathy Maps
    August 30, 2017 | Ryan Hart

    Customer experience (CX) leaders need to seed and nurture an empathetic culture to support successful and sustainable CX transformations. Empathy maps serve as an effective, quick way to...

  • For Customer Experience Professionals

    Report

    Report The State Of Customer Journey Mapping, 2017

    August 23, 2017 | Joana van den Brink-Quintanilha, Tony Costa

    Journey mapping continues to grow in popularity, but with all the hype, it can be difficult for customer experience (CX) pros to know where they stand in comparison to their peers and anticipate...

  • For Customer Experience Professionals

    Report

    Report How To Run A Co-Creation Journey Mapping Workshop

    Discover CX Improvements By Understanding Customer Behaviors And Emotions
    July 13, 2017 | Riccardo Pasto

    Firms struggle to produce complete, actionable customer insights because they don't invest in qualitative research on their customers. With co-creation journey mapping, customer experience (CX)...

  • For Customer Experience Professionals

    Report

    Report The Journey Analytics Road Map: From Start To Scale

    Reap The Rewards Of A Data-Driven Approach To Understanding Customer Journeys

    Companies transforming to become customer-obsessed are using journey analytics as a catalyst to help them become customer-led, insights-driven, fast, and connected. But many fall into one of three...

  • For Customer Experience Professionals

    Report

    Report Use Co-Creation Journey Mapping To Improve Your Customer Research

    Engage Customers In Storytelling And Visualization Activities To Understand Their Behaviors And Emotions
    July 10, 2017 | Riccardo Pasto

    Research-based customer understanding is the foundation of a great customer experience (CX). Performing research directly with customers is essential to truly understanding their needs,...

  • For Customer Insights Professionals

    Report

    Report Optimize Customer Experience With A Digital Intelligence Road Map

    Road Map: The Digital Intelligence Playbook
    July 7, 2017 | Cinny Little, James McCormick

    Tracking and understanding the interactions with your customers as they digitally engage across channels is hard enough. Using that understanding to take actions that optimize their experiences...

  • For Customer Experience Professionals

    Report

    Report The Seven Steps Of Highly Effective Journey Mapping

    Transform To Customer Centricity By Doing Journey Mapping Right
    July 6, 2017 | Joana van den Brink-Quintanilha, Tony Costa

    Journey maps are wildly popular, and for good reason: Done right, they can transform the customer experience (CX) your company delivers and even alter its culture. But producing journey maps won't...

  • For Customer Experience Professionals

    Report

    Report The Top Five Challenges For Mapping B2B Customer Journeys

    June 21, 2017 | Tony Costa, TJ Keitt

    Customer journey mapping is a popular tool among B2B CX professionals. But the complexity of business relationships can make it difficult for CX pros to properly set up and execute journey mapping...

  • For Customer Experience Professionals

    Report

    Report Seven Ways To Scale Customer Journey Mapping Capabilities

    May 10, 2017 | Tony Costa

    Interest in customer journey mapping has exploded over the last couple years, and Forrester continues to see large numbers of CX pros adopt it as a way of solving a range of CX challenges. As...

  • For Customer Experience Professionals

    Report

    Report How To Do Research For Customer Journey Mapping

    January 26, 2017 | Tony Costa

    Conducting research for a customer journey mapping effort involves more than learning what customers do, interact with, think, and feel. To yield meaningful benefits, CX pros must gather research...

  • For Customer Experience Professionals

    Report

    Report Journey Mapping Must Keep Up With Customer Expectations In A Rising Economy

    Indian Firms Should Follow Global Best Practices To Address Journey Mapping Shortcomings
    January 19, 2017 | Amit Bhatia

    India's economy is among the world's fastest-growing today. Indian customers are becoming more demanding and more empowered with technology. Understanding customers' evolving needs is critical for...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Use Customer Journeys To Guide Your Digital Banking Strategy

    Processes: The Digital Banking Strategy Playbook
    December 22, 2016 | Aurelie L'Hostis, Oliwia Berdak

    Digital banking teams are keen to digitize the customer life cycle from end-to-end. They want to cut costs and offer convenience by enabling customers to research, buy, and manage loans, bank...

  • For Enterprise Architecture Professionals

    Report

    Report Personalized, Fast Data Delivers Business Outcomes Your CEO Cares About

    Vision: The Data Management Playbook
    December 21, 2016 | Michele Goetz

    As investment in data and analytics has risen, satisfaction in analytic capabilities has decreased and dissatisfaction has increased. The crux of the situation is that data management can't start...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Benchmark Customers' Digital Banking Journeys To Stay Ahead

    Benchmarks: The Digital Banking Strategy Playbook
    December 21, 2016 | Peter Wannemacher, Alyson Clarke

    Digital banking strategy leaders are under pressure to differentiate by offering digital services that meet or exceed customers' needs and expectations. To help them understand where they stand,...

  • For Application Development & Delivery Professionals

    Report

    Report Your Digital Experience Technology Strategy Starts With A Customer Journey Map

    Strategic Plan: The Digital Experience Delivery Playbook
    December 20, 2016 | Ted Schadler

    As firms like Rewe Group and Schneider Electric have learned, digital experience strategy shapes the technology you need — an investment that can take five years and cost between $20 million and...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Use Customer Journeys To Guide Your Digital Insurance Transformation

    Processes: The Digital Insurance Strategy Playbook

    Digital insurance teams are keen to digitize the customer life cycle from end to end. They want to cut costs and offer convenience by enabling customers to get quotes and buy, manage, and renew...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: In Digital Transformation, The Hard Work Of Operational Excellence Begins

    November 1, 2016 | Ted Schadler, Nigel Fenwick

    Digital business professionals are at the forefront of digital transformation, improving digital customer experiences. But in 2017, under the threat of digital disrupters, you must lead your fellow...

  • For Customer Experience Professionals

    Report

    Report The New World Of Customer Journey Mapping Software

    Tools And Technology: The Digital Customer Experience Improvement Playbook
    September 29, 2016 | Joana van den Brink-Quintanilha

    Customer journey mapping can be a powerful way to improve customer experience (CX). But to drive meaningful change, CX pros need journey maps that are flexible tools — not just static artifacts. An...

  • For Customer Experience Professionals

    Report

    Report Journey Maps And Process Maps And Service Blueprints, Oh My!

    What Customer Journey Maps Are And How They Differ From Other Commonly Used Mapping Tools
    September 13, 2016 | Tony Costa

    Decades of quality and process improvement efforts have left firms awash in tools for mapping experiences and analyzing processes. Customer experience (CX) pros who hope to introduce customer...

  • For Customer Experience Professionals

    Report

    Report Brief: The Most Popular Customer Journeys To Map

    May 16, 2016 | Tony Costa

    Customer experience (CX) pros are adopting journey mapping as a tool for improving their firm's customer experiences, and one of the questions that they routinely ask Forrester is what customer...

  • For Customer Experience Professionals

    Report

    Report How To Assess The Quality Of Your Customer Journey Maps

    January 19, 2016 | Tony Costa, Joana van den Brink-Quintanilha

    Customer journey maps are a highly effective tool for understanding customers' needs and improving a firm's customer experience (CX). Despite this, many companies struggle to get value out of their...

  • For Customer Experience Professionals

    Report

    Report Executive Q&A: Design Personas And Customer Journey Maps

    November 16, 2015 | Tony Costa, Leah Buley, Jonathan Browne

    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...

  • For Customer Experience Professionals

    Report

    Report Mapping The Customer Journey

    Four Approaches To Customer Journey Mapping: When And How To Use Them
    November 16, 2015 | Tony Costa, Joana van den Brink-Quintanilha

    Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey...