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

Summary

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

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