Resources
Research, analysis and practical guidance on customer journey management.
97 articles
AI is commoditizing agency execution. New Journey Insight data on the US insurance journey shows why observed market behavior is the next agency advantage.
2026-09-09 · 7 min read
70%+ of how customers research and decide happens off your channels. Alterian's CEO on why the journey debate keeps missing that.
2026-08-07 · 6 min read
Enterprise AI connects everything you already know—but the market shaping your customers stays invisible. Bob Hale on the missing layer of market intelligence.
2026-07-14 · 7 min read
Adobe, Databricks, and others are advancing AI in marketing and CX—but 70%+ of the customer journey stays invisible. Discover the gap beyond your data.
2026-04-30 · 7 min read
Learn how AI-powered journey intelligence helps CX teams uncover hidden customer behavior and accelerate decision-making, with a financial services example.
2026-04-16 · 5 min read
The funnel is no longer the system. It is a subset of a much larger journey, and most of that journey now happens where your analytics cannot reach.
2026-04-02 · 8 min read
A curated evening for CX, insights and VoC leaders in Denver on 9 April 2026, hosted with JourneyTrack and Thematic. Free to attend, space limited.
2026-03-19 · 3 min read
Journey management is widely discussed and rarely operationalized. The Institute for Journey Management exists to make it a recognized business discipline.
2026-03-03 · 7 min read
Analysis of 8 million interactions across the US food delivery market found cross-shopping, invisible competitor campaigns and a search intent gap.
2026-02-14 · 8 min read
85% of Hyatt visitors also browse competitors. For Marriott it is 78%. Your dashboard reports on your channels, which is the smaller half of the story.
2026-01-28 · 4 min read
Leading banks influence under 30% of customer touchpoints, 68% of banking searches are non-branded, and AI answers increasingly replace the click.
2026-01-12 · 8 min read
AI compresses the journey. Research and comparison now happen earlier and elsewhere, leaving brand touchpoints to handle confirmation and action.
2025-12-27 · 8 min read
In a generative environment you don't rank, you're interpreted. Brands now compete to be included and then chosen inside an AI-generated answer set.
2025-12-10 · 9 min read
70–90% of the customer journey happens outside owned channels. Journey intelligence turns anonymized, market-wide behavior into something you can act on.
2025-09-22 · 9 min read
A tour of what each report in Journey Insight answers, from domain search and Insight Copilot through to campaign research and custom market creation.
2025-07-06 · 9 min read
Two case studies — consumer products and a regulated subscription service — showing how market-level journey data cut support costs and lifted conversion.
2025-04-18 · 8 min read
Siloed data, inconsistent cross-channel CX and no real-time capability are the three roadblocks. Proving ROI is what unlocks the budget to fix them.
2025-01-30 · 6 min read
Alterian and CX Network surveyed 100 global leaders on the roadblocks, ROI and outlook for journey management. Actionable customer experience insights.
2024-11-12 · 2 min read
A leading telco had disconnected channels and no view of the market. Journey Insight gave them friction points across every journey, and peer benchmarks.
2024-10-06 · 2 min read
Alterian VP of Business Development Nate Lamos on what changed in 2024 — AI in orchestration, customers in charge, and why ROI is still the hard part.
2024-08-30 · 6 min read
Self-service cuts operational cost only when it feels easy, relevant and personalized. Five things that separate the ones that work from the ones that annoy.
2024-07-25 · 6 min read
Alterian recognized as a Leader in the Customer Journey Orchestration Wave, Q2 2024, with the highest possible scores in 18 criteria.
2024-06-25 · 2 min read
Alterian named a Leader in The Forrester Wave™: Customer Journey Orchestration Platforms, Q2 2024, with the highest possible scores in 18 criteria.
2024-06-18 · 4 min read
A leading telco wanted visibility of the whole online competitive landscape without IT involvement. Journey Insight gave it to them.
2024-05-24 · 2 min read
Alterian Product Director Alex Thompson on digital twins of customers, why AI enables rather than replaces human decisions, and what to watch for.
2024-04-29 · 8 min read
Alterian CEO Bob Hale on the trends, challenges and strategies shaping the CX landscape, and why adaptation matters more than any single technology.
2024-04-03 · 7 min read
Five ways businesses are using AI to recover lost revenue, cut operational cost, prevent churn, and deliver personalization at an individual level.
2024-03-09 · 6 min read
42% of businesses have made initial efforts to enhance journeys with CX technology. Only 10% have a fully integrated strategy. The gap is the opportunity.
2024-02-13 · 6 min read
85% of leaders say understanding and acting on customer behavior is their biggest journey challenge. Only 50% use journey analytics to do it.
2024-01-19 · 5 min read
Only 10% of businesses have a fully integrated journey strategy. Four critical steps separate the early adopters from the ones falling further behind.
2023-12-25 · 6 min read
54% of organizations rank CX strategy as a high priority for 2024. Only 10% have an integrated journey strategy. The maturity gap is widening.
2023-11-29 · 6 min read
Streamlined journeys, individualization at scale, proactive issue resolution and operational efficiency—four strategies that cut cost without cutting CX.
2023-11-04 · 5 min read
Alterian and CX Network research with 100 global leaders on CX priorities, journey management maturity, the roadblocks, and the role of AI.
2023-10-10 · 2 min read
What next-best-action actually is, three examples of it working in financial services, telco and travel, and four things to remember when implementing it.
2023-09-23 · 6 min read
Three strategies critical to optimized journeys, and four practical steps to improve your own—from journey mapping to fostering a customer-centric culture.
2023-09-06 · 6 min read
How AI is reshaping customer journeys, enriching experiences and giving businesses a competitive edge, with real-world examples throughout.
2023-08-20 · 2 min read
Individualized content at scale, faster responses and content intelligence—plus the three risks of generative AI in CX and how to mitigate them.
2023-08-03 · 5 min read
Journey analytics builds the business case, journey orchestration acts on it. Together they offer rapid time to value when budgets are tight.
2023-07-17 · 5 min read
How journey orchestration integrates with the systems you already run, breaking down data silos without a rip-and-replace of your martech stack.
2023-06-30 · 2 min read
Segmenting customers by shared attributes is no longer enough. AI moves journey analytics and orchestration from grouping people to understanding them.
2023-06-13 · 5 min read
Martech tools solve single channels well. Journey orchestration connects them, without a rip-and-replace, so the whole stack works at real-time scale.
2023-05-27 · 5 min read
Reduce high-cost interactions, stop churn before it happens, find untapped revenue and lift CSAT—four uses of journey analytics and orchestration.
2023-05-10 · 5 min read
Alterian's CEO and Data Axle's SVP Client Technology on what a customer-led journey actually means, and what data and AI have to do to enable one.
2023-04-23 · 8 min read
How to give customers what they want at scale, prioritize the journeys that move KPIs, and prove the value of orchestration to financial decision-makers.
2023-04-06 · 2 min read
What partners get from the Alterian relationship—new services to sell, deeper client value, higher retention, and a lower cost to serve.
2023-03-20 · 4 min read
Amazon found every 100ms of delay costs 1% of revenue. Real-Time CX orchestrates the next best experience in under 100ms, every time.
2023-03-03 · 4 min read
SaaS software leader adds experienced technology executive to the board, bringing 30 years of operating experience across agency, software and services.
2023-02-14 · 3 min read
Prospects booked broker appointments and didn't show. With no view of the end-to-end journey, the CX team couldn't see why. Here is what changed.
2023-01-28 · 2 min read
A rideshare and autonomous vehicle testing business had siloed systems, unexplained delays and high attrition. They could not see where customers dropped out.
2023-01-12 · 2 min read
A leading retailer had no view of digital journeys and was deciding on assumption. Orchestrated experiences cut channel costs 50% and lifted engagement 20%.
2022-12-26 · 2 min read
Five questions CX leaders ask when comparing CDPs and journey orchestration platforms, answered by Alterian Product Director Alex Thompson.
2022-12-09 · 6 min read
Becoming customer-led is not a marketing project. It needs every department aligned on the same goal, and the technology to understand customers in the moment.
2022-11-23 · 5 min read
No visibility of customer actions, no way to prove ROI, no budget, technology limits, risk aversion and no time. How journey analytics addresses each.
2022-11-06 · 5 min read
VoC tells you how a customer felt afterwards. Journey analytics tells you what they were trying to do at the time. You need both to fix the right problem.
2022-10-21 · 6 min read
Billions of interactions across dozens of channels is not a problem a team can solve by working harder. Understand first with AI, then act.
2022-10-04 · 7 min read
Brands can no longer map the journey they want customers to take and expect them to follow it. Customer-led orchestration treats each person as an individual.
2022-09-17 · 5 min read
A leading bank captured huge volumes of data across many channels and still had no idea what was going on, while making major CX decisions anyway.
2022-09-01 · 2 min read
Customer-led journeys cannot be controlled—the customer is in the driver's seat. Journey analytics is how you understand them and act anyway.
2022-08-15 · 6 min read
Integrate the data, understand the journey, orchestrate new ones, then automate and optimize. Four steps from insight to a changed customer experience.
2022-07-23 · 4 min read
Analytics without orchestration produces insight nobody acts on in time. Orchestration without analytics acts on the wrong thing. They are complementary.
2022-07-01 · 4 min read
Alterian named a Leader with the highest possible scores in 15 criteria, including journey orchestration, journey behavior analysis, usability and scalability.
2022-06-15 · 3 min read
A worldwide charitable organization faced rising donor abandonment and had no way to see where donors dropped off. Donations increased 18%.
2022-06-08 · 2 min read
An email-only abandon cart program and slow response times were losing customers to competitors. High-value conversions rose 19%, CSAT 15%.
2022-04-01 · 2 min read
Asked to cut costs and improve CX at the same time, with no view of actual journeys. The resulting business case saved over $7.5 million.
2022-03-10 · 2 min read
A strategic partnership bringing customer journey orchestration to Finnish clients, built on Alterian's Real-Time Customer Experience Platform.
2022-02-15 · 2 min read
Alterian's partner Data Axle debuts an omnichannel campaign management solution for nonprofit marketers, built on top of Alterian software.
2022-01-20 · 4 min read
A journey analytics package that accelerates understanding of customer behavior, simplifies analysis with AI, and recommends impactful next-best actions.
2022-01-01 · 3 min read
Hardly anyone suffers from a lack of data. What they lack is the ability to turn it into something they can use, in real time, across every touchpoint.
2021-12-09 · 5 min read
Research from partner Mobile Cloud on the benefits of low-effort CX—reduced operating costs, increased customer loyalty and higher customer spend.
2021-11-17 · 2 min read
40% of billing inquiry journeys that ended in the call center started online. Guiding customers back to self-serve lifted tool usage 174% in 30 days.
2021-10-25 · 3 min read
Strategy without technology produces good ideas nobody can implement. Technology without strategy optimizes the wrong things. You need both.
2021-10-03 · 6 min read
Apple Mail Privacy Protection removes pixel-based open tracking for 38% of the global mail market. What actually changes, and what to do about it.
2021-09-20 · 5 min read
Personalization keeps falling short because it runs in channel silos on stale data. Journey orchestration unites it across every channel and department.
2021-09-10 · 6 min read
To really understand journeys you need three things—the business view, actual customer behavior, and the opinions of customers. Most teams have one.
2021-07-22 · 5 min read
A strategic partnership integrating Alterian's Real-Time CX Platform with Mobile Cloud's robotic process automation across front and back office.
2021-06-02 · 2 min read
Your biggest group of prospects is the one you do nothing personal with. Five steps to identify, personalize for and convert unknown website visitors.
2021-04-12 · 4 min read
Spot attrition before it happens, personalize the recommendation, and move retention to the channels that cost less. One client retained $10m more revenue.
2021-02-21 · 4 min read
The former TiVo and Weather Channel CEO joins Alterian's board of advisors as subscriber retention moves to the forefront of Pay-TV business strategy.
2021-01-02 · 3 min read
Journey orchestration, real-time interaction management, cross-channel campaign management and CDPs all look alike on a feature list. They are not.
2020-11-13 · 2 min read
Creating new journeys in minutes rather than months, without a ticket to IT. Five things that let business users actually take control of the experience.
2020-09-23 · 4 min read
Alterian recognized as a Leader in The Forrester Wave for journey orchestration platforms, Q2 2020, evaluated on current offering, strategy and market presence.
2020-06-15 · 3 min read
How ScottishPower and a global financial services business used journey orchestration to fast-track new initiatives, cutting inbound call volumes 80%.
2020-05-27 · 6 min read
Adopting new technology works if users enjoy using it. If they are happy, the tech gets used for more use cases and you reap the benefits in ROI.
2020-05-07 · 5 min read
Alterian identified in the next-best-experience and personalization functionality segments of Forrester's Now Tech RTIM report, Q2 2020.
2020-04-30 · 3 min read
A major streaming subscription business facing rising competition and price-sensitive subscribers increased retained revenue with in-the-moment interactions.
2020-04-18 · 2 min read
ScottishPower overhauled its enterprise marketing technology ecosystem, achieving lower churn, higher satisfaction scores and operational efficiencies.
2020-03-30 · 2 min read
You don't want to replace your existing technology. The question is whether you can make it work harder, and five things needed to do that.
2020-02-20 · 5 min read
Identity management company GBG had the consultancy skills and the data, but no central brain to link client systems together in real time. Here's what changed.
2020-01-26 · 3 min read
Journey orchestration is simply the opportunity to improve the customer's path to a desired outcome. What that requires behind the scenes is less simple.
2019-12-31 · 5 min read
Alterian CTO Dr Chris Nolan on the difference between AI and ML, where to start, and the pitfalls—including optimizing one team's metric into another's failure.
2019-12-06 · 8 min read
The challenge is rarely a shortage of CX ideas. It is getting the plans under way without picking a tool that cannot keep up six months later.
2019-11-11 · 4 min read
What ScottishPower's Forrester-documented CX program suggests about technology choice, building a use case, and aligning CX to the whole lifecycle.
2019-10-17 · 5 min read
Shorten phone calls, piggyback interactions you are already having, and stop marketing to people who already bought. Three cost savings that don't hurt CX.
2019-09-21 · 3 min read
The number of channels, options and customer types produces a proliferation of decisions to optimize. Machine learning manages complexity humans cannot.
2019-08-27 · 4 min read
Most teams have an abundance of CX ideas and no way to prioritize them. A six-step process from goals through to measuring and refining what you shipped.
2019-08-02 · 4 min read
Being personal and relevant in a single channel is useful, but it doesn't solve the problem. Customers don't worry about your silos—they see one brand.
2019-07-07 · 3 min read
Two days of networking with industry experts and Forrester analysts, focused on turning a CX wish list into a to-do list and pushing CX innovation.
2019-06-12 · 2 min read
