Executive Q&A: Design Personas And Customer Journey Maps

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.

Forrester Report
Browne, Jonathan; Drego, Vidya L.; Mcinnes, Andrew; Catino, Shelby
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