Summary
This report examines the evolving role of customer journey management (CJM) platforms in enterprise strategy, based on interviews with 30 buyers. Selecting the right vendor requires aligning platform capabilities with organizational maturity, integration needs, and change management capacity. Enterprises are increasingly integrating CJM with voice-of-the-customer (VoC), analytics, and delivery tools to link actions to measurable outcomes. Generative AI (genAI) is emerging as an accelerator for journey drafting and storytelling, but adoption remains cautious and governance is essential.
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