Customer Journey Analytics: The Next Frontier

Part 1

Forrester’s latest Vendor Landscape Customer Journey Analytics Providers report is out, and they’ve said: “Journey Analytics is the next frontier in customer-obsessed insights.*” For busy Marketers, CX and Customer Insights pros, this blog gives a quick summary of Forrester’s twenty-two page report and describes the relevance of Customer Journey Analytics in the context of customer engagement. As Customer Journey Analytics tools are clearly on a journey, we’ve gone all Star Trek. Ha’ mIw (Klingon for come this way…).

This is Part 1, which clarifies some definitions around Journey Analytics, before we venture to Part 2 to go beyond just Journey Analytics.

For marketers who, in their attempt to foster closer customer relationships, have been “hailing on all frequencies” like Chief Communications Officer Uhura, Customer Journey Analytics are a massive step in the right direction. So you don’t mix up your Vulcan with your Klingon, let’s clarify some meanings first.

Definition of Customer Journey Analytics

Forrester defines customer journey analytics in the report as: “an analytics practice that combines quantitative and qualitative data to analyze customers’ behaviors and motivations across touchpoints and over time…It embraces analytics to gain a deeper understanding of customers’ movement across different phases of the journey.”

At Thunderhead we define customer engagement as: “An on-going, value driven relationship between a customer and a business, which is consciously motivated according to the customer’s reasons and choices.”

In this context we agree that customer journey insights and analytics are a critical way to listen, connect, learn, personalise, and optimize the customer engagement cycle. The insights are the fuel which flies the ship.

Customer Journey Analytics Are Not the Final Frontier

Spock said: “logic is the beginning of wisdom, not the end.” However logical Forrester’s report, it’s clear it’s early days. Forrester said “Journey Analytics is the next frontier.” It is a vital step in the right direction, but it’s not the final frontier. Journey Analytics tools are, well, on a journey. As Forrester said in the report: “There is no one-size-fits-all vendor…Journey Analytics as a standalone technology is still evolving and is interdependent on many other initiatives and technologies.”

That final frontier is effortless customer engagement, enabled by customer managed journeys, a world of happier customers and valuable relationships. The starship that would take you there isn’t just a customer journey analytics tool. It’s a customer engagement platform, fueled by journey insights. It’s a customer engagement platform which is a light-touch layer which sits across your existing technology stack including your existing systems for CRM, marketing automation, data management, CX management and communications.

Where to next, Jim? Read Part 2 to find out what lies beyond Journey Analytics in the universe of customer engagement.


“Vendor Landscape Customer Journey Analytics Providers” Report by Forrester, October 13th 2016, written by Tina Moffett and Joana van den Brink-Quintanilha