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

Summary

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

Introduction

Analysis

  • 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

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