A key marketing goal is to reach consumers at moments that most influence their decisions. 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. This page contains 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.

Customer Journey Research

Datesort ascending Title Publication Touchpoints Pay/Free
12/2015 How to wow with service innovation: Trend-spotting approach to unique lifestyles Strategic Direction $
12/2015 Fresh perspectives on customer experience The Journal of Service Marketing $
12/2015 Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension International Journal of Research in Marketing Loyalty $
12/2015 An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry GSTF Business Review Free
12/2015 Walking a Mile in the User's Shoes: Customer Journey Mapping as a Method to Understanding the User Experience Internet Reference Services Quarterly $
12/2015 How to Unite Advertising With Multichannel Marketing Gartner $
11/2015 Design For Service Innovation Journal of Service Science (Online) Free
11/2015 Four Approaches To Customer Journey Mapping: When And How To Use Them Forrester Report $
11/2015 Connecting Process to Customer: Take the Customer Journey Gartner $
11/2015 Four Steps to Create Seamless Transition in Your Customer Service Channels Gartner $
10/2015 Use Three Digital Commerce Marketing Techniques to Increase In-Store Sales Gartner $
10/2015 Best Practices for Making Live Chat a Must-Have Engagement Channel Gartner $
9/2015 What CX Pros Need To Know About The Customer Life Cycle Forrester Report $
9/2015 Mapping Out the Customer's Journey: Customer Search Strategy as a Basis for Channel Management Journal of Marketing Channels $
9/2015 This Time It's Personal - Discover How Valued Mail Can Drive Value for Advertisers Royal Mail Awareness Free
9/2015 Digital Tactics Work Across the Buyer Journey eMarketer Free
9/2015 Is Multichannel Marketing Getting Any Easier? eMarketer Free
8/2015 Play Three: Predict the Customer Journey for Life Cycle Marketing Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data $
8/2015 Stakeholder marketing: theoretical foundations and required capabilities Academy of Marketing Science. Journal Free
8/2015 Social Integration Tops CRM Users' Wish Lists eMarketer Free
8/2015 Brand Attraction From Enriched Interaction CMO Council Free
7/2015 A Bias For Action Canada Post Awareness, Consideration Free
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 $
7/2015 Augment Customer Journey Work With Expectation Mapping Forrester Report $
7/2015 Enrich Customer Life-Cycle Understanding With Customer Journey Maps Forrester Report $

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