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

Date Title Publication Touchpoints Pay/Freesort descending
6/2016 Market Guide for Customer Journey Analytics Gartner $
4/2015 Experience co-creation in financial services: an empirical exploration Journal of Service Management $
6/2013 Customer journey measures - State of the art research and best practices SINTEF Research $
7/2015 A Study Customer Journey Map for User Experience Analysis of Information and Communications Technology Service Design, User Experience, and Usability: Users and Interactions 14th International Research Conference in Service Management $
2/2015 Smart technologies for personalized experiences: a case study in the hospitality domain Electronic Markets $
11/2015 Four Approaches To Customer Journey Mapping: When And How To Use Them 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 $
5/2015 Technology Overview for Customer Journey Analytics Gartner $
1/2011 Executive Q&A: Design Personas And Customer Journey Maps Forrester Report $
3/2013 Using the customer journey to road test and refine the business model Strategy & Leadership $
11/2015 Connecting Process to Customer: Take the Customer Journey Gartner $
12/2015 How to wow with service innovation: Trend-spotting approach to unique lifestyles Strategic Direction $
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
8/2013 Converting the nonstop customer into a loyal customer Strategy & Leadership Loyalty $
9/2015 What CX Pros Need To Know About The Customer Life Cycle Forrester Report $
11/2013 Extreme trust: the new competitive advantage Strategy & Leadership Loyalty $
3/2015 Why You Need to Rethink Your Customer Self-Service Strategy Gartner $
12/2015 Fresh perspectives on customer experience The Journal of Service Marketing $
9/2015 Mapping Out the Customer's Journey: Customer Search Strategy as a Basis for Channel Management Journal of Marketing Channels $
9/2013 The Truth About Customer Experience Harvard Business Review $
7/2015 Augment Customer Journey Work With Expectation Mapping Forrester Report $
6/2015 How to Determine the Role of Social Media in Your Customer's Journey Gartner $
12/2015 Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension International Journal of Research in Marketing Loyalty $
2/2015 Personalisation along the customer journey Journal of Digital & Social Media Marketing $