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 Titlesort descending Publication Touchpoints Pay/Free
6/2009 The Customer Decision Journey McKinsey Quarterly Free
1/2012 The Customer Experience Index, 2012 Forrester Report $
10/2017 The Customer-First Future of Marketing Sprinklr Free
11/2018 The Development of Innovative CRM E-Commerce: The Case of Blibli.com Binus Business Review Free
2/2013 The Eight Building Blocks of CRM: Data and Information Gartner $
7/2017 The Evolving E-Commerce Consumer Journey Channel Advisor Free
6/2015 The Impact of Different Touchpoints on Brand Consideration Journal of Retailing Consideration $
5/2017 The Motivated Mobile Customer YieldBot Free
12/2015 The Motives and Benefits Of Using Customer Experience Led Differentiators In The Re-Launching Of A Failed Product Advances in Business-Related Scientific Research Journal Free
9/2016 The New World Of Customer Journey Mapping Software Forrester Report $
2/2015 The Private Life of Mail: Mail in the Home, Heart and Head. Royal Mail Free
5/2016 The Purpose-Built Experience CMO Council Free
12/2013 The Service Delivery Network (SDN): A Customer-Centric Perspective of the Customer Journey Journal of Service Research : JSR $
1/2017 The State of Cash Back Offers: Consumer Insights for Retailers Retail Me Not Free
9/2013 The Truth About Customer Experience Harvard Business Review $
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Free
12/2014 The voice as a relationship milestone Journal of Direct, Data and Digital Marketing Practice Consideration $
9/2015 This Time It's Personal - Discover How Valued Mail Can Drive Value for Advertisers Royal Mail Awareness Free
11/2013 Time-Weighted Multi-Touch Attribution and Channel Relevance in the Customer Journey to Online Purchase Journal of Statistical Theory and Practice $
12/2014 Transition From Search To Discovery Marketing Forrester $
10/2018 Understanding Customer Engagement - How to Map and Make Sense of the Metrics that Matter eMarketer Pro $
5/2016 Understanding Customer Experience throughout the Customer Journey Journal of Marketing $
7/2016 Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops International Journal of Marketing Studies Free
5/2017 US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media e-Marketer Free
6/2016 Use Customer Journey Analytics to Align Marketing and Digital Commerce Gartner $