How brands can orchestrate better experience journeys to win over customers in a pandemic

Low Lai Chow

Forrester outlines key customer journey considerations for brands to unlock a real recovery from the COVID-19 crisis.

Customer journeys in an omnichannel world

This article is part of a series of articles from the WARC Guide to customer journeys in an omnichannel world. Read more

Customer journeys really belong to, well, the customers. That may seem obvious, but as Forrester VP and principal analyst Joana de Quintanilha emphasised at the recent Adobe Experience Makers Live event, companies need to remember this now, more than ever before.

“Journeys are not a business process. They are not a marketing funnel,” she said. “Each one is unique, and they belong to the customer. It must be viewed from their...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands