Gartner Research

Survey Analysis: Marketing Leaders Struggle to Align Personas and Journey Maps to CX Efforts

Published: 27 October 2017

ID: G00342818

Analyst(s): Jane-Anne Mennella


Marketing leaders responsible for customer experience understand the need for personas and journey maps, but many struggle to make them effective. This research demonstrates how these assets are mismanaged, and provides guidance on how to create and leverage them to maximize CX impact.

Table Of Contents

Survey Objective

Data Insights

  • Personas Are Widely Used, but Not Always Used Well
    • Recommendations
  • Journey Maps Succeed When They Reflect the Entire Customer Journey
    • Recommendations
  • Quantitative Data May Be Underused
    • Recommendations
  • Methodology

Gartner Recommended Reading

©2021 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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.