Best Practice Report

The Journey Analytics Roadmap: From Start To Scale

Reap The Rewards Of A Data-Driven Approach To Understanding Customer Journeys

January 1st, 2018
Alex Causey, null
Alex Causey
With contributors:
David Truog , Tina Moffett , Gabriella Zoia


Companies transforming to become customer-obsessed are using journey analytics as a catalyst to help them become customer-led, insights-driven, fast, and connected. Companies slip into an impoverished use of journey analytics when they use it in one of three ways: to validate assumptions instead of to discover; in a silo instead of throughout the enterprise; and as a one-off project instead of a change management tool. To use journey analytics effectively and at scale, proceed through four phases described here. This report paints the bigger picture and describes a phased approach that customer experience (CX) professionals should apply to reap the full rewards of journey analytics.

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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.