Trends Report

Drive Customer Obsession With Journey Analytics

Use Quantitative And Qualitative Customer Data To Analyze, Optimize, And Predict Behavior

November 30th, 2015
With contributors:
Srividya Sridharan , Maxie Schmidt-Subramanian , Michael Gazala , James McCormick , Olivia French , Gabriella Zoia , Peggy Dostie


Customers use a range of touchpoints to discover, explore, buy, and engage with products and services. Yet companies continue to optimize touchpoints in isolation, struggle to prove the value of customer interactions, and squander opportunities to boost loyalty. Journey analytics helps companies combine quantitative and qualitative data to optimize customer interactions and predict future behaviors. This report outlines a pragmatic approach to journey analytics for customer experience (CX) and customer insights (CI) professionals, one that leverages current analytics approaches and technologies to uncover multi-touchpoint behavior.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.