Magic Quadrant for Customer Journey Analytics & Orchestration
Gartner defines customer journey analytics and orchestration (CJA/O) as solutions that track and analyze how customers and prospects interact with an organization across multiple channels over time. These solutions subsequently enable organizations to prioritize and orchestrate real-time improvements to the customer experience in multichannel journeys throughout the end-to-end customer life cycle. The journey lens provided by CJA/O solutions offers insights by combining cross-channel interaction data with transactional, voice of the customer (VoC), and customer profile data on a time axis. Other types of analysis, when used in isolation, cannot achieve this. This enables data-driven predictions at scale and experimentation with multichannel interventions that can be robustly verified as driving increased customer satisfaction, retention, and lifetime value.
No strategic planning assumptions provided.
Vendors must, among other requirements:
A: This research evaluates vendors in the Customer Journey Analytics & Orchestration market. It covers solutions that track and analyze how customers and prospects interact with an organization across multiple channels over time, and subsequently enable organizations to prioritize and orchestrate real-time improvements to the customer experience in multichannel journeys throughout the end-to-end customer life cycle. The evaluation includes 10 vendors (Adobe, Alterian, CallMiner, CSG, Engage Hub, inQuba, Joulica, Medallia, Woopra) across two main dimensions: Ability to Execute and Completeness of Vision.
A: This research should be used by organizations looking to identify and select best-fit customer journey analytics and orchestration solutions. Key users include: marketing leaders evaluating campaign management and orchestration capabilities, customer service and support leaders seeking to optimize service journeys, CX leaders managing end-to-end customer experience, B2B sales and account management teams tracking complex buyer journeys, and technology leaders responsible for evaluating and procuring CJA/O platforms. Organizations should use this Magic Quadrant as part of their due diligence process, in conjunction with discussions with Gartner analysts and the associated Critical Capabilities research, to create a vendor shortlist based on their specific functional requirements, enterprise size, geographic needs, and strategic objectives.
A: To be included in this Magic Quadrant, vendors must directly support all five mandatory capabilities: (1) Data capture - ability to ingest data from different internal systems and multiple channels in a source-system-agnostic manner, (2) Journey visualization - ability to visualize customer journeys across all channels at macro and individual customer levels, (3) Deterministic customer identity matching - ability to connect customer records based on specific known identifiers to track individual users across multichannel journeys, (4) Journey prioritization and outcome management - capabilities to understand business and customer impact of journeys and potential improvements, and (5) Journey orchestration - capabilities to intervene in a customer's journey in near real-time using rules or predictive analytics to optimize outcomes.
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A: Ability to Execute measures a vendor's current performance and operational capabilities, focusing on product/service quality, viability, sales effectiveness, market responsiveness, marketing execution, customer experience, and operations. It emphasizes what vendors are delivering today and how well they execute in the market. Completeness of Vision assesses a vendor's understanding of market direction and strategy for the future, evaluating market understanding, marketing and sales strategies, product strategy, business model, vertical/industry focus, innovation, and geographic expansion plans. It emphasizes forward-thinking vision, differentiation, and strategic positioning for future market evolution.