Gartner Research

Where CX Leaders Get Data to Inform Personas and Journey Maps

Published: 24 May 2019

ID: G00378504

Analyst(s): Augie Ray

Summary

Customer experience leaders seeking to improve their brands’ CX require personas and journey maps grounded in data to drive actionable insights. Start with the data your organization already has, and create a customer data feedback loop that constantly improves insight and action.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Start With Existing Customer Data
    • Gather Internal Customer Data From a Variety of Sources to Inform Personas and Journey Maps
  • Identify and Plug CX Data Gaps
  • Align the Right Data With the Right Persona and Steps in the Customer Journey

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