Joana de Quintanilha

VP, Principal Analyst

Forrester Bio

Author Insights


Don’t Let Customer Journeys Be Misunderstood

Joana de Quintanilha March 7, 2024
Learn why conflating customer journeys with lifecycles, processes, or campaigns prevents your organization from understanding the customer perspective, degrades your customers’ experiences, and erodes your organization’s success.

How CX Teams Must Adapt To Steer A Journey-Centric Transformation

Joana de Quintanilha December 15, 2023
Tasks And Responsibilities To Activate And Evolve Journey Centricity Need a menu of tasks that customer experience (CX) teams can assume to steer a journey-centric transformation? Find it in our new report! Embracing journey centricity often takes years. Firms pass through three phases — activate, connect, and extend — and transform six operational levers at […]

Generative AI Promises Conversational CX For Customers And CX Pros

Joana de Quintanilha December 11, 2023
The Potential Of Generative AI For Customer Journey Mapping, Analytics, And Orchestration Generative AI’s transformative impact on journey mapping, journey analytics, and journey orchestration has only just begun. It promises to connect humans to complex journey data in more natural ways and generate hyperpersonalized recommendations for people and systems working with customers. It has the […]

Have You Developed Your Journey-Centric Transformation Roadmap?

Joana de Quintanilha November 23, 2023
Use Forrester’s Assessment To Develop Your Journey-Centric Transformation Roadmap Journey centricity requires a change in operating model, moving six operational levers in concert, through three phases of transformation: activate, connect, and extend. It requires a clear plan to guide progress across levers, journey teams, and geographies. CX leaders must steer their firms to: Transform through […]

¿Cómo Los Bancos Españolas Pueden Generar Más Lealtad Mejorando su CX? Aspectos destacados sobre el CX Index 2023 de los bancos españoles

Joana de Quintanilha November 6, 2023
This blog was co-written by: Victoria Manes  Los lideres en Experiencia del cliente (CX) aumentan sus ingresos más rápidamente que los “rezagados”, disminuyendo costos, reduciendo riesgos y pueden incrementar el costo de sus productos. Es por esto que Forrester publica anualmente un CX benchmark usando la metodología Customer Experience Index (CX Index™). El CX Index™ […]

Highlights From The Spain Banking CX Index Rankings, 2023 — How Spanish Banking Brands Can Earn Loyalty With The Quality Of Their Customer Experiences

Joana de Quintanilha November 6, 2023
[This blog was cowritten by Victoria Manes.] Customer experience (CX) leaders grow revenue faster than CX laggards, cut costs, reduce risk, and can charge more for their products. That’s why Forrester publishes an annual CX benchmark using its Customer Experience Index (CX Index™) methodology. Forrester’s CX Index measures how well a brand delivers customer experiences that create […]

Do You Understand GenAI? You Need To, Especially If You’re A CX Leader

David Truog October 3, 2023
Do you understand generative AI? Forrester’s data shows that 54% of AI decision-makers believe their organization’s executive team is “very familiar” with it — but we’ve observed widespread misunderstandings among execs of what it is, how it works behind the curtain, and what it can do. So last week we published a new, FAQ-style report […]

How To Prioritize Customer Journeys

Maxie Schmidt April 12, 2023
Find recommendations for how to best prioritize journeys, and discover our Customer Journey Prioritization Tool for doing the prioritization work.

Spark, Nurture, And Fire Up Empathy To Drive Innovation

Joana de Quintanilha April 4, 2023
Only 62% of senior executives say that they can put themselves in the shoes of their customers. Learn how to master empathy in this blog post.

¿Cómo Las Aseguradoras Españolas Pueden Mejorar Su CX y Generar Más Lealtad?

Joana de Quintanilha December 14, 2022
La Calidad de CX en las Aseguradoras De Autos y Hogares Españolas Queda Rezagada Comparada Con Sus Pares Europeas.

Join The Journey-Centric Revolution

Joana de Quintanilha May 19, 2022
Journey-centricity is not something you overlay on your current operating model. You cannot preserve the status quo; it will disrupt your business. It requires a bold vision to use journeys to incorporate products and services in customers’ lives, to adopt a shared journey language that aligns people, process, and technology across touchpoints, channels, and silos. […]

We Need To Understand The Emotions That Drive Customers To Make Sustainable Choices

Joana de Quintanilha March 14, 2022
(coauthored by Mélissa Chaudet) Many consumers want to act sustainably but struggle to do so, for both intrinsic (lack of motivation) and extrinsic (price, convenience) reasons. Embracing sustainability requires organizations to understand the emotions that drive customers to make sustainable choices and to contextualize sustainability in the customer journey to help customers bridge the gap […]

Medallia + Thunderhead Is A Boost For Brands On The VoC Maturity Journey

Colleen Fazio January 26, 2022
Customer feedback management (CFM) vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is an expected response to the Qualtrics acquisition of Usermind last year. As my colleague Joana de Quintanilha writes in her blog, customer journey orchestration platforms have been a hot commodity of late. The acquisitions of Usermind […]

Marketers Must Mind The Customer Journey Orchestration Gap

Rusty Warner January 26, 2022
Discover the questions to ask when considering customer journey orchestration (CJO) vendors, as acquisitions shake the space up.

Customer Journey Orchestration Platforms Are The Catch Of The Day

Joana de Quintanilha January 26, 2022
Customer feedback management vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is the fourth acquisition in the customer journey orchestration space in six months. First, CSG acquired Kitewheel, followed less than a week later by Qualtrics’ acquisition of both Usermind and Clarabridge. And in October, Genesys announced its acquisition […]

The Emotions And Moments In The Customer Journey That Really Drive Loyalty

Joana de Quintanilha January 19, 2022
Emotion is key to differentiated experiences that drive customer loyalty. But many companies get emotion wrong. Rather than designing experiences built on a broad spectrum of emotions, they equate emotion with delight. Contrary to popular belief, making customers feel content, happy, or delighted impacts loyalty less than making customers feel respected, understood, valued, or confident. […]

Europe Predictions 2022: Customer Experience

Joana de Quintanilha October 26, 2021
In 2022, brands will look to customer experience teams to help them navigate their way through the pandemic. Find out more.

Prévisions 2022 : Expérience Client

Joana de Quintanilha 26 Octobre 2021
En 2022, les marques se tourneront vers leurs équipes Expérience Client (CX) pour mieux naviguer dans le sillage tourmenté de la pandémie, s'adapter à la « nouvelle normalité » et gérer les attentes et les émotions des clients autour d'enjeux aussi variés que l'accélération et la saturation numériques, le développement durable et la confidentialité. 

Prognosen 2022: Customer Experience

Joana de Quintanilha 26 Oktober 2021
2022 werden Unternehmen auf ihre Customer Experience (CX)-Teams angewiesen sein, um einen Weg durch die Pandemie zu finden und sich auf eine „neue Normalität“ einzustellen.

Vragen en antwoorden rond hoe journey maps te gebruiken zijn als een tool voor verandermanagement

Joana de Quintanilha September 28, 2021
CX Professionals moeten customer journey maps gebruiken als een tool voor verandermanagement om medewerkers, die interacties ondersteunen of direct contact hebben met klanten, te helpen de klantervaring te verbeteren.
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