Joana de Quintanilha

Joana de Quintanilha, VP and Principal Analyst at Forrester, dives into the transformative power of guerrilla CX. She explains how swift and creative tactics can optimize customer journeys and drive significant change. Supporting organizations in cultivating an adaptable culture is key, especially with resource constraints. Joana also discusses the role of generative AI in revolutionizing customer experience management, particularly in simplifying complex processes. Her insights emphasize that every CX practitioner should harness these innovative strategies for lasting impact.

Joana de Quintanilha, a journey mapping expert at Forrester, dives into the intricacies of journey mapping. She explains how effective journey mapping acts as a change management tool, detailing a structured seven-step approach. The discussion highlights essential preparations for journey mapping workshops, including identifying key participants and crafting customer personas. Joana emphasizes the importance of thorough scoping, stakeholder involvement, and balancing qualitative with quantitative data to drive meaningful customer experience improvements.

Joana de Quintanilha, VP and principal analyst at Forrester, brings her expertise in customer journey innovation to the conversation. She discusses how companies can move beyond merely fixing broken experiences by co-creating value with customers. Joana emphasizes the need for a balance between data-driven insights and creative thinking. She also shares strategies for preparing innovation sessions, the importance of asking the right questions, and embracing discarded ideas to foster a culture of experimentation and improvement.