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Customer journey mapping in the experience economy requires a shift to a more holistic and actionable approach of customer journey management. With this shift, enterprises can track, map, analyze, visualize, and act on customer journeys in real time and in personalized ways.


  • Customer journey mapping and analytics converge. Static customer journeys evolve into actionable and relevant interaction moments.

Features and Benefits

  • Assesses the tools and technologies required to evolve to an enterprise customer journey management approach to tracking and responding to customer journeys.
  • Instructs enterprises how to prepare culturally for the shift from customer journey mapping to customer journey management.

Key questions answered

  • What are the key technologies necessary for customer journey mapping to evolve from static to actionable?
  • What are the critical steps and capabilities necessary for customer journey management to succeed?
  • What are the ways that AI, predictive analytics, machine learning, and speech analytics are working to evolve customer journey mapping?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Customer journey mapping and analytics converge

  • Enterprises must adopt an enterprise customer journey approach
  • Several categories along the perimeter are converging
  • Twelve essential capabilities for connecting customer pathways

Static customer journeys evolve into actionable and relevant interaction moments

  • API strategies enable adaptable journeys
  • AI takes users from anonymous to known
  • ML algorithms help close customer experience gaps and predict intent
  • Speech analytics contextualize journeys that start in the contact center
  • AI lifts the limitations on customer segmentation


  • Methodology
  • Further reading
  • Author