Trends Report

Brief: Learning From Three Early Adopters Of Customer Journey Analytics

May 2nd, 2016
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Michael E. Gazala , Gabriella Zoia , Kara Hartig

Summary

Companies use journey analytics to improve key customer journeys, evaluate opportunities for journey innovations, and boost retention, enrichment, and advocacy loyalty. Forrester conducted in-depth interviews with three companies using journey analytics to improve their business. Despite being in different sectors and pursuing different goals, all three took a similar phased approach to journey analytics from which customer experience (CX) professionals in other companies can learn.

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