What Drives Journey Emotions? Introducing Forrester’s Journey Benchmark Series

Short summary

Forrester launched an annual Journey Benchmark Study to understand what drives positive customer emotions and loyalty during brand interactions. The study examines what makes customer journeys valuable enough to earn loyalty, recognizing that customers can complete a journey successfully yet still feel frustrated or uncertain. The announcement is brief and serves primarily as an introduction to the research series.

• •Forrester launched an annual Journey Benchmark Study on customer journey emotions and loyalty
• •Study explores what drives customer perceptions of value across different journey types
• •Customers can achieve journey goals yet still feel frustrated or less loyal afterward

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