A key marketing goal is to reach consumers at moments that most influence their decisions during the customer journey. Whether using television, radio, direct mail, or digital to connect with customers , understanding when in the buying process consumers are open to influences is crucial to maximize the effectiveness of each marketing channel and optimize customer experience. This page contains market research about when consumers’ absorb, retain, or act on various media types or how they can be optimally combined to yield the greatest return on investment for the marketer along the customer journey.

Customer Journey Research

Datesort ascending Title Publication Touchpoints Pay/Free
8/2014 Bridge Complex Customer Journeys With Continuous Business Services Forrester Report $
6/2014 Mapping customer journeys in multichannel decision-making Journal of Direct, Data and Digital Marketing Practice Free
6/2014 Small details that make big differences: A radical approach to consumption experience as a firm's differentiating strategy Journal of Service Management $
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
3/2014 Manage The Cross-Touchpoint Customer Journey Forrester Report $
3/2014 Innovative ways companies are using design thinking Strategy & Leadership $
1/2014 Customer Journey Mapping of an Experience-Centric Service by Mobile Self-reporting: Testing the Qualiwall Tool Conference Paper from Aalto University $
12/2013 The Service Delivery Network (SDN): A Customer-Centric Perspective of the Customer Journey Journal of Service Research : JSR $
11/2013 Time-Weighted Multi-Touch Attribution and Channel Relevance in the Customer Journey to Online Purchase Journal of Statistical Theory and Practice $
11/2013 Extreme trust: the new competitive advantage Strategy & Leadership Loyalty $
9/2013 Generation Y: evaluating services experiences through mobile ethnography Tourism Review $
9/2013 Five Creative Approaches For Using Personas And Customer Journey Maps Effectively Forrester Report $
9/2013 The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus Journal of Services Marketing $
9/2013 The Truth About Customer Experience Harvard Business Review $
8/2013 Converting the nonstop customer into a loyal customer Strategy & Leadership Loyalty $
7/2013 Inferring marketing channel relevance in the customer journey to online purchase. Durham University Free
6/2013 Customer journey measures - State of the art research and best practices SINTEF Research $
5/2013 Listening to Students: Customer Journey Mapping at Birmingham City University Library and Learning Resources New Review of Academic Librarianship $
5/2013 Applying Customer Journey Methods in SST-based Service Design: A Proposed Methodology Advanced Institutes of Convergence Information Technology Free
3/2013 Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course Forrester Report $
3/2013 Using the customer journey to road test and refine the business model Strategy & Leadership $
2/2013 The Eight Building Blocks of CRM: Data and Information Gartner $
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Forrester $
12/2012 Neuromarketing: Understanding Customers' Subconscious Responses to Marketing Technology Innovation Management Review Consideration Free
11/2012 Advertising effects vs. consumer consciousness - Results of an empirical study Periodica Polytechnica. Social and Management Sciences Free