The CX Cast 430: How To Select A Journey Management Platform
Nov 25, 2025
Joana de Quintanilla, VP and principal analyst at Forrester, dives into the evolving landscape of customer journey management. She discusses the shift from journey mapping to management, emphasizing the importance of actionable insights. Joana explores how journey management platforms serve as command centers, driving integration and operational efficiency. Key trends include the role of AI and data in enhancing customer experiences. She also highlights essential questions to consider when selecting vendors, ensuring effective governance and ROI.
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From Mapping To Management
- Journey management replaces static mapping by focusing on continuous improvement and action.
- Joana de Quintanilha stresses maps must drive measurable roadmaps and execution, not hang on walls.
Start With High-Impact Journeys
- Prioritize a few core journeys and build success stories from insight to execution.
- Use early wins to create accountability and scale rather than mapping every possible journey.
Platforms As CX Command Centers
- Modern platforms act as a command center linking visualization to execution and measurement.
- They integrate upstream insights and downstream task systems to ensure insights reach executors.