customer journey mapping

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Predictions 2019: B2B Marketing And Sales — Mission Possible

Caroline Robertson 5 days ago

Many attendees of our B2B Marketing 2018 Forum remarked how the energy was high and the focus was driven — the marketing and sales leaders who joined us in Austin were on a mission to overdeliver on business expectations for their practice and figure out how to manage the conflicting priorities that 31% of respondents to […]

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Join Us At CX Europe 2018 For Insights Into Customer Understanding And Other Key CX Priorities

David Truog November 1, 2018

Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]

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What's At The End Of The B2B Buyer's Journey? Advocacy!

Laura Ramos October 11, 2018

Personas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age. (Lori can help you get there — check out her workshop at our upcoming […]

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Five Ways To Plan For B2B Journey Mapping Success

Su Doyle August 14, 2018

Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and marketing leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys.” The most common question we receive from executives is, “How do I ensure the journey mapping process is actionable and aligned […]

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Solve The Digital Transformation Puzzle

Stephen Powers April 11, 2018

What do the following companies have in common? Southwest Airlines FTD AARP Stumped? They’ve all made significant progress on digital transformation. And they aren’t alone in undertaking these initiatives. You’ve heard the term “digital transformation” quite a bit over the last few years. But it can be a puzzle. Why? Because people can stretch “digital […]

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New Forrester Waves Assess Customer Journey Analytics Platforms

Joana van den Brink-Quintanilha September 18, 2017

Why is journey analytics such a hot topic? Because it can help firms move the needle on customer obsession. That’s why after months of research — including in-depth briefings, demos, and customer references — we’re excited to announce the release of not one but two Forrester Wave’s focused on customer journey analytics platforms! Customer journey […]

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The Decline Of Consumer Trust And What To Do About It

Victor Milligan August 14, 2017

In last week’s episode of Forrester’s What It Means podcast, Senior Analyst Tom Champion explains why rebuilding trust with customers is not about brand hygiene but about growth, as more and more consumers show cynicism and skepticism towards brands and convert those feelings to actions. Podcast transcript Victor Milligan: Hi, I’m Victor Milligan. Jennifer Isabella: […]

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Predictions 2017: CEOs Invest Billions To Transform Operations With Digital Tech

Nigel Fenwick November 1, 2016

You’ve been creating digital customer experiences for years now. You’ve built a successful app. You’ve assembled a martech/adtech stack. You may even have started swinging at omnichannel delivery or harnessed AI or piloted a connected product. So it’s time to declare victory on digital transformation, right? Think again. Digital customer experiences are only the shining […]

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Your Digital Experience Technology Strategy Starts With A Customer Journey Map

Ted Schadler December 15, 2015

In a recent Forrester survey of 1,821 enterprise business and technology decision-makers, we learned that the top three investments firms are making in customer experiences are in digital customer experiences. 55% prioritize online experiences; 41% are adding or improving mobile experiences; and 39% are improving cross-channel experiences. None of that happens without big investments in […]

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B2B Buyer Journey Map Basics

Lori Wizdo May 25, 2015

Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told us they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way. […]

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Boom! Wow, Wow, Wow, BOOM!! Does Your Customer Experience Have A Dramatic Arc?

Kerry Bodine April 2, 2012

Think about your favorite action movie. Raiders Of The Lost Ark. The Matrix. Any James Bond flick. What do they have in common? A storyline that goes something like this: In the first few minutes, you’re drawn into a short chase or adventure — something that immediately gets your heart pounding. It builds up quickly […]

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