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 ascending
4/2015 Digital Advertisers Focus on Holistic Customer Experience eMarketer $
8/2014 Bridge Complex Customer Journeys With Continuous Business Services Forrester Report $
3/2012 EXQ: a multiple-item scale for assessing service experience Journal of Service Management $
3/2015 Build a Better B2B Customer Experience Program Gartner $
1/2016 Customer Journey Maps for Demographic Online Customer Profiles International Journal of Virtual Communities and Social Networking $
9/2013 Generation Y: evaluating services experiences through mobile ethnography Tourism Review $
10/2014 Brief: Customer Journey Mapping Is Becoming Key To Digital Transformation Forrester Report $
3/2012 Bridging the gap between brand strategy and customer experience Managing Service Quality Consideration $
5/2015 The Connective Tissue for CRM: Integrating the Three Pace Layers Across CRM Applications Gartner $
2/2016 Mobile payment technologies in retail: A review of potential benefits and risks International Journal of Retail & Distribution Management $
5/2016 A Design Process for a Customer Journey Map: A Case Study on Mobile Services Human Factors and Ergonomics in Manufacturing & Service Industries $
12/2014 The voice as a relationship milestone Journal of Direct, Data and Digital Marketing Practice Consideration $
10/2014 Customer experience from a self-service system perspective Journal of Service Management $
9/2014 Brief: How Journey Maps Unify Customer Experience And Business Technology Efforts Forrester Report $
6/2012 Customer experience modeling: from customer experience to service design Journal of Service Management $
2/2013 The Eight Building Blocks of CRM: Data and Information Gartner $
10/2015 Use Three Digital Commerce Marketing Techniques to Increase In-Store Sales Gartner $
5/2016 Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives CHI EA '16 Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems $
4/2011 Storytelling Group - a co-design method for service design Behavior and Information Technology $
3/2014 Manage The Cross-Touchpoint Customer Journey Forrester Report $
9/2013 Five Creative Approaches For Using Personas And Customer Journey Maps Effectively Forrester Report $
6/2012 Return on relationships: conceptual understanding and measurement of mutual gains from relational business engagements The Journal of Business & Industrial Marketing $
11/2015 Four Steps to Create Seamless Transition in Your Customer Service Channels Gartner $
4/2016 How to Align Customer Experience With Marketing Channel Operations Gartner $
4/2016 Brief: Choose From Four Approaches To Build Your Community Forrester $

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