Gartner Research

How to Manage Customer Personas and Journey Maps to Maximize Their Business Value

Published: 08 January 2018

ID: G00347047

Analyst(s): Jane-Anne Mennella


Customer personas and journey maps are major marketing investments and key to a successful customer experience. But despite having high-performance expectations for these critical assets, CX leaders struggle to use them effectively. Use this governing model to maximize their business value.

Table Of Contents
  • Key Challenges



  • Promote CX Assets Internally to Maximize Their Business Impact
    • Target Influential Stakeholders
    • Target and Communicate Quick Wins
    • Design a System for Actionable Data
  • Continually Refresh CX Assets With Data-Driven Insights
    • Refresh CX Assets Collaboratively Across Functions
    • Supplement First-Party Data With Extended Insights
  • Audit Your CX Assets and Create a System to Manage Them

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.