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
11/2014 Better Customer Relationships Require Trusted Data Forrester Report Loyalty $
11/2014 Creating Sustainable Digital Experiences GfK Marketing Intelligence Review Free
10/2014 Brief: Customer Journey Mapping Is Becoming Key To Digital Transformation Forrester Report $
10/2014 Customer experience from a self-service system perspective Journal of Service Management $
10/2014 Real-Time Advertising Business & Information Systems Engineering Free
9/2014 Brief: How Journey Maps Unify Customer Experience And Business Technology Efforts Forrester Report $
8/2014 Bridge Complex Customer Journeys With Continuous Business Services Forrester Report $
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
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 $
3/2014 Innovative ways companies are using design thinking Strategy & Leadership $
3/2014 Manage The Cross-Touchpoint Customer Journey Forrester Report $
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 Extreme trust: the new competitive advantage Strategy & Leadership Loyalty $
11/2013 Time-Weighted Multi-Touch Attribution and Channel Relevance in the Customer Journey to Online Purchase Journal of Statistical Theory and Practice $
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 $
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 $
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