Gartner Research

Connect Business Moments, Personas and Journey Maps to Boost Customer Experience Outcomes

Published: 15 May 2015

ID: G00274582

Analyst(s): Brian Prentice, Tiffani Bova, Olive Huang

Summary

Responding appropriately to business moments can enrich, or degrade, customer experience. This research explains how application leaders who support marketing, sales and service professionals can craft effective responses to business moments, and avoid those that are intrusive and irrelevant.

Table Of Contents

Analysis

  • Link Business Moments to Customer Journey Maps
  • Use Personas and Segmentation to Connect Business Moments to the Right Responses
  • Use Customer Journey Analytics Technologies to Measure the Business Impact and Fine-Tune the Design of Actions Triggered by Business Moments

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.