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Customer journey mapping (CJM) and customer journey analytics (CJA) both refer to practices and technologies intended to create the best paths of use for a business's resources based on its customers' choices, and to track that usage to ensure that the desired outcomes are being reached.


  • It is not enough to know the terms customer journey mapping and/or analytics. Vendors in this space are highly diverse in size, approach, and terminology. They range from consulting firms to focused cloud applications vendors, and every point in between.
  • CJM and CJA are two sometimes-indistinguishable parts of a single market space. It may be helpful to think of CJM as the part that builds the road and CJA as the part that monitors the traffic, but this is an oversimplification. Many vendors use the terms interchangeably or have their own unique take on what they mean, making it difficult to know at a glance what a vendor has on offer.
  • This report will attempt to set definitions and make distinctions as clear as possible, but enterprise customers must ultimately be guided by direct vendor assessment – at least at present.

Features and Benefits

  • Understand the customer journey tools marketscape.
  • Evaluate key vendors.
  • Learn about common terminology and capabilities
  • Identify trends in this business space

Key questions answered

  • What is customer journey mapping and analytics?
  • What tools are most useful in customer journey mapping and analytics?
  • Who are some of the key providers of customer journey software and services?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Defining and exploring CJM/CJA

  • Definition and characteristics
  • Key capabilities
  • Business value and applications

Market landscape and participants

  • Market origin and dynamics
  • Key trends in the CJM/CJA market
  • Future market development

Vendors on the Ovum Market Radar in CJM/CJA

  • On the radar: [24]
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: Confirmit
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: Genesys
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: MaritzCX
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: Quadient
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: Relay Network
  • Recommendations for enterprises
  • Highlights
  • Data sheet
  • On the radar: Salesforce Journey Builder
  • Recommendations for enterprises
  • Highlights
  • Data sheet


  • On the Radar
  • Author

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