Gartner Research

How to Design Customer Experiences Using Persona-Driven Customer Journeys

Published: 07 July 2016

ID: G00310696

Analyst(s): Jake Sorofman

Summary

As customer experience-based competitive advantage surges in priority, many marketing leaders struggle with how to design experiences for — and time them with — the moments in the customer journey that count. Use this framework to guide and prioritize your customer experience design efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Start With Who: Create Personas to Illuminate and Inform the Customer Experience
  • Identify When: Map Personas to Key Moments on the Buying Journey
  • Inventory What: Define Stories, Services and Experiences That Engage and Delight
  • Solve for the How: Identify Data, People, Processes and Analytics to Enable and Optimize Experiences
  • Define Pathways That Draw Audiences From Engagement to Conversion, Transaction and Advocacy
  • Measure Continuously to Optimize Initial Experience Design Assumptions Over Time

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