ISG Software Research Analyst Perspectives

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for Topic: Customer Journey

Why Customer Journeys Matter to Enterprise CX

Posted by Keith Dawson on 30 September 2025

The idea of customer experience (CX) as a business practice relies heavily on being able to understand and track customer journeys. And that can be tricky because there isn’t a standard definition as to what a journey consists of. For example, inside a contact center the journey is perceived in terms of the steps a customer takes to achieve a particular result. Sometimes that is broadened out to... Read More

Topics: Contact Center, Field Service, CXM, Customers and CX - Business & Technologies, Customer Journey, Journey Management

The Tricky Relationship Between Personalization and Customer Loyalty

Posted by Keith Dawson on 30 July 2025

There is an industry assumption, call it a consensus, that increasing the degree of personalization in customer interactions is beneficial: it improves loyalty, lifetime value, CSAT and other key metrics. Core to this assumption is that it benefits both the customer and the business. Whether or not that’s actually true is somewhat beside the point. The fact is that the industry has identified a... Read More

Topics: Customer Experience, Contact Center, NPS, Personalization, Customer Experience Management, Orchestration, Customers and CX - Business & Technologies, Conversational Intelligence, Customer Journey, Loyalty, CSAT

Adobe Applies Agentic AI to Customer Journeys

Posted by Keith Dawson on 04 June 2025

The development of artificial intelligence (AI) has transformed the idea of customer experience (CX) from a piecemeal, manually directed practice into a more streamlined and disciplined activity. The available technology has become so diverse and expansive that it is allowing enterprises to cope with a two-headed problem: providing more personalized and effective experiences is complex, and once... Read More

Topics: Customer Experience Management, Customer Journey, Adobe

NICE Orchestrates AI and Automation for Customer Journeys

Posted by Keith Dawson on 22 April 2025

One way to think about the change in service and support in the current dynamic technological environment is to see it as a transition from managing interactions as they happen to managing the overall customer journey. It’s a lot harder to optimize a journey than an interaction. More people are involved, with different systems, key performance indicators and data sources, to cite just a few... Read More

Topics: Customer Experience, Contact Center, Orchestration, Customer Journey