Gartner Research

Where CX Leaders Get Data to Inform Personas and Journey Maps

Published: 24 May 2019

ID: G00378504

Analyst(s): Augie Ray


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



  • 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

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?

Become a client

Learn how to access this content as a Gartner client.