The Potential Of Generative AI For Customer Journey Mapping, Analytics, And Orchestration

Generative AI’s transformative impact on journey mapping, journey analytics, and journey orchestration has only just begun. It promises to connect humans to complex journey data in more natural ways and generate hyperpersonalized recommendations for people and systems working with customers. It has the potential to turn orchestrated journeys into conversational ones at the pace of customer behavior.

GenAI’s Benefits In Journey Management For Customers, Companies, And Vendors Abound

  • Customers will accomplish goals in a hyperpersonalized, holistic, and contextual way. Using generative AI (genAI) to extract meaning and context across a richer set of data sources will lead to a more holistic understanding of customer intent and journeys. Customers will receive hyperpersonalized messages and journeys constructed in real time based on a host of customer signals. AI will understand friction and frustration and formulate empathetic messages ready for human vetting. More localized, contextually curated experiences and real-time emotion intensity analysis (i.e., is the customer so frustrated that they’re about to give up?) drive loyalty.
  • Companies will realize productivity gains, reduce overhead, and get smarter faster. GenAI will make customer experience (CX) pros more productive. CX pros will create journey maps more quickly with richer insights. They’ll scale and accelerate journey analytics with less technical knowledge to reduce overhead and repurpose employee time to higher-value tasks. GenAI’s ability to analyze large qualitative data samples, slice and dice it to find patterns, and connect the dots with other data sets and artifacts (people, process, technology) will drive more relevant insights, faster issue resolution, cross-functional collaboration, and employee coaching opportunities. It’ll also reduce reliance on scarce resources such as data scientists.
  • Vendors will gain customers, scale, and monetize data/use cases with better usability. GenAI will make journey mapping, analytics, and orchestration platforms more accessible and usable. The traditional approach of analyzing journey visualizations, dashboards, and reports will be upended through a conversational experience. With genAI, CX pros will describe journeys in their own words and then see them represented (e.g., “Show me a ‘join’ journey that starts online”). GenAI will streamline development and scale implementation. Richer benchmark data will drive more confident decision-making as vendors monetize data assets, scale proven use cases, and expand into small- and medium-sized firms priced out by labor and complexity.

AI isn’t new to journey analytics and orchestration. These platforms have long used it to find the most common pathways and high-value moments, calculate predictions based on journey signals and journey outcomes, and combine that with text analytics and other extracted meaning from qualitative data to prescribe actions that’ll drive desired outcomes. But genAI will metamorphose and propel journeys!

It’s too early for most journey teams to place all their bets on genAI, but it’s also risky to remain on the sidelines with a wait-and-see attitude because of how transformative it’ll be. Want to find out 1) the early benefits of implementing genAI on mapping, analytics, and orchestration and 2) how to take the first steps in your genAI journey? If you’re a Forrester client, check out this brand-new report, Generative AI Promises Conversational CX For Customers And CX Pros. You can also reach out for a guidance session or inquiry with me.