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

Datesort ascending Title Publication Touchpoints Pay/Free
1/2012 Customer Journey: Driving income and growth in tough markets Martin Wright Associates Free
12/2011 Customer experience quality: an exploration in business and consumer contexts using repertory grid technique Journal of the Academy of Marketing Science Consideration Free
6/2011 Brand And The Impact For eBusiness Forrester $
4/2011 Storytelling Group - a co-design method for service design Behavior and Information Technology $
4/2011 Embedding Social Media Into The Marketing Mix Forrester Report $
1/2011 Executive Q&A: Design Personas And Customer Journey Maps Forrester Report $
9/2010 The Age-Neutral Customer Journey The Silver Market Phenomenon $
6/2009 The Customer Decision Journey McKinsey Quarterly Free

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