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Based in London, Joana serves Customer Experience Professionals. Her areas of expertise include digital customer experience, measurement, strategy, customer understanding, and design.

Before joining Forrester, Joana was the senior customer experience manager at Elsevier, a leading provider of science and health information. She was responsible for all aspects of customer experience including measurement, strategy, customer understanding, and design. She set up and managed a team of Customer Experience Professionals in charge of delivering customer insights to the business through customer journey and ecosystem mapping as well as implementing projects that drove customer satisfaction and reduced customer effort at Elsevier. Joana has a strong background in digital customer experience through her role as editor-in-chief of Elsevier’s digital platform from 2008 to 2011.

Joana has also held a number of positions as a reporter covering financial services companies in the Benelux for Bloomberg, Dow Jones Newswires, and The Wall Street Journal. She has wide knowledge of the Dutch and U.K. markets.

Joana holds an M.A. (Hons) in international relations and modern history from the University of St. Andrews, in Scotland. She is fluent in Dutch and Portuguese and speaks conversational Spanish and basic Italian..

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