The Forrester Wave™: Customer Journey Management Platforms, Q4 2025

Customer Journey Management Platforms Vendor Product Comparisons 2025

Key features and pros and cons of top Customer Journey Management Platforms products:

Cemantica - Leaders

Pros:

Excels in data integration with 70 connectors and multilingual sentiment analysis
AI assistant supports journey creation, pain point detection, ideation, and financial impact analysis
Opportunity module prioritizes actions by cost-benefit and impact, while ROI analysis links financial returns to journey investments
Implementation is thorough and covers fundamentals through execution
Consulting arm offers CX maturity assessments and training, including a CX Masterclass and CCXP certification

Cons:

Implementation takes longer than some competitors
Some customers note gaps in integrations and express interest in process mining integration
Should focus on industry influence and strategic consulting partnerships to grow globally

JourneyTrack - Leaders

Pros:

Blends collaborative workshopping with AI-assisted journey creation, insights mining, and tagging
Storytelling AI feature delivers board-ready reports or slide decks that quantify impact, value creation, risk, and next steps
Features like Action Plan and Journey Impact link completed actions to metrics, helping teams visualize progress and communicate value
Intuitive platform supports strategic onboarding and integrates with tools like Jira
Half its funding dedicated to AI optimization, aiming to transition from AI-assisted to agentic AI journey optimization

Cons:

Must keep pace with rivals on integrations and self-service connectors
A few customers noted having to work through some performance and UX issues
Must balance rapid innovation with customer needs for integrations, governance, and performance

TheyDo - Leaders

Pros:

Stands out in journey storytelling, organization, and in-map visualization
Links insights, metrics, and actions through strong data integration, impact analysis, and coordination
Supports ROI-driven implementation with bidirectional sync to tools like Azure DevOps and Jira
Emphasis on proving ROI sets it apart
Planned enhancements include building agentic layers that augment customer teams by automating analysis, generating taxonomies, and surfacing opportunities at scale

Cons:

Journey building requires some learning and time investment
Some customers find the innovation pace overwhelming and want clearer guidance and local support
Should expand community and learning tools to strengthen its position

cxomni - Strong Performers

Pros:

Excels in implementation services, including migration from tools like FigJam and Miro, standardized onboarding, and strategic consulting to engage leadership
AI-based CXPilots support journey creation and insights mining
Sixty-five percent of its R&D is dedicated to AI; invested heavily in AI for sentiment analysis, map creation, and insights mining
Customers praise for centralizing journey data, enabling cross-country standardization and channel-level analysis
Flexibility and structured framework for complex implementations

Cons:

Areas for improvement include persona creation and journey ROI analysis
Some customers note a steep learning curve and limited ROI tracking
Should expand global partnerships and co-develop planned enhancements more visibly

Miro - Strong Performers

Pros:

Excels in journey map creation, collaboration, cocreation, ideation, and usability
Products like Miro Insights, mind mapping, persona sketching, and editable prototypes streamline the path from raw data to actionable design
Customers value its flexibility and creative freedom and plan to leverage AI-powered canvases to synthesize insights and accelerate delivery
Serves over 100 million users across 250,000 organizations

Cons:

Key areas for growth include journey storytelling and business impact analysis
Customers note gaps in CJM features and say that data integration is manual
Lacks key partnerships that are specific to CJM

Smaply - Strong Performers

Pros:

Strengths include journey storytelling, journey map creation, linking and organizing journeys, and integration with systems of record and engagement
Direct integrations include Asana, Azure DevOps, Excel 365, Google Analytics, Jira, Linear, monday.com, Power BI, and Trello
Customers praise for collaborative journey mapping and stakeholder alignment, with strong adoption for multijourney governance, opportunity tracking, and portfolio-level prioritization
AI innovation supports map generation, sentiment analysis, and qualitative data clustering, with user control at the core

Cons:

Areas for development include in-map data visualization, customer journey analysis, and journey validation
Some flag slow innovation cycles, occasional UX issues, and a need for more proactive support in continuous improvement workflows
Should expand global partnerships and accelerate innovation
Clearer roadmap communication around API development and integrations needed

UXPressia - Strong Performers

Pros:

Strengths include polished journey creation, easy sharing, and strong usability
Users can build maps from raw data or prompts, store reusable journey elements, and apply them across maps — which reduces manual work
Users can interact with AI-generated personas to validate ideas, rehearse interview questions, and simulate feedback
Over 40% of engineering capacity focused on generative AI, journey automation, data interpretation, and multiagent orchestration
Customers report gains in engagement and efficiency, praise usability and support

Cons:

Key development areas include data visualization, journey analysis, and integration with systems of record and engagement
Some customers note limited integrations and want more flexibility in adding documents and metrics across journey phases
Needs to expand global partnerships to support CX transformation and drive adoption

Lucid Software - Contenders

Pros:

Strengths include collaboration, cocreation, ideation, and security
Sharing boards is intuitive via email, links, Slack, Teams, and Zoom, with easy access through Join ID
Users can apply conditional formatting to highlight journey differences and gaps
100 million individual users across 180 countries

Cons:

Journey storytelling, map creation, and journey analysis lag behind CJM specialists
Customers note limited CJM features and manual data transfer
Lags in CJM innovation and partnerships

Milkymap - Contenders

Pros:

UX is intuitive and accessible for both occasional and expert users
Allows users to zoom in on microjourneys or zoom out to view the full customer lifecycle using the CX Life Cycle Model
Customers praise its fast onboarding and its partnership approach
Offers transparent, tiered pricing that enables flexible entry and scalable investment

Cons:

Areas like journey storytelling, map creation, in-map data visualization, and prioritization require further investment
Customers note slow innovation, limited visual polish, and manual data integration processes
Vision of operationalizing customer centricity needs to be supported by substantial innovation and investment in its roadmap

Quadient - Contenders

Pros:

Strengths include journey improvement identification, prioritization, security, and scalability
Teams can convert whiteboard elements into journey maps and workflows for collaborative prototyping
Native integrations with API support, Google Analytics, Power BI, and Salesforce make it scalable for large, regulated enterprises
Multilingual support enables global reach

Cons:

Should improve journey storytelling and business impact analysis
Customers note limited journey-specific functionality and a lack of deep data integration
CJM vision remains narrow and roadmap includes some items that are less forward-looking than some competitors
Only one reference customer responded to Forrester's outreach for this evaluation

QuestionPro - Contenders

Pros:

Supports layered maps and links touchpoints, with drill-down views
AI-powered journey map generation from interviews enables deeper analysis
Philosophy of 'Understanding Journeys & Taking Actions' is supported by a strong CJM partner ecosystem
Integrates VoC data with journey management

Cons:

Needs improvement in persona creation, data visualization, prioritization, and integration with core systems
Users cite limited integrations, manual data entry, and gaps between sales promises and implementation
Pace of innovation falls short of peers, and roadmap is more reactive than proactive and visionary

FAQs

Q: Which vendors are Leaders in 2025?

A: Cemantica, JourneyTrack, TheyDo

Q: What does "Leader" mean in Forrester Wave terms?

A: Leaders in the Forrester Wave for Customer Journey Management Platforms demonstrate strong current offerings and strategy. They excel in supporting journey-centric strategies from insight generation to prioritization and execution, with capabilities including advanced AI features, strong data integration, ROI tracking, and comprehensive support for managing journey portfolios at scale. Leaders typically offer robust storytelling capabilities, collaboration tools, and features that help organizations move beyond mapping to actively managing and improving journeys.

Q: How do I interpret a Forrester Wave?

A: https://www.forrester.com/policies/forrester-wave-methodology/

Report:

Top Vendor Products for Customer Journey Management Platforms in 2025

Customer Journey Management Platforms Vendor Product Comparisons 2025

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FAQs

Q: Which vendors are Leaders in 2025?

Q: What does "Leader" mean in Forrester Wave terms?

Q: How do I interpret a Forrester Wave?

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