Customer Journey Management focuses on mapping, monitoring, and optimizing every touchpoint a customer has with a brand across channels. It helps businesses deliver consistent, personalized experiences that improve satisfaction, retention, and conversions.

Forrester’s Joana de Quintanilha has published an article on customer journey management in 2026.

She says, “CX leaders face a familiar challenge: Despite years of journey mapping, results are still inconsistent, slow to scale, and hard to tie to business outcomes. Forrester’s Buyer’s Guide: Customer Journey Management Platforms, 2026, based on interviews with 30 buyers from organizations across industries and maturity levels, shows why that’s changing and what executives need to do differently in 2026.

The big shift is this: Customer journeys are no longer static artifacts; they’re becoming management operating systems.

From Visualization To Execution

Leading organizations are moving beyond workshops and maps toward customer journey management (CJM) platforms that connect discovery, delivery, and measurement. These platforms increasingly act as connective tissue between voice of the customer (VoC), analytics, business intelligence, design, and delivery tools like Jira or Azure DevOps. The result: Insights don’t stall in decks; they flow into backlogs, roadmaps, and performance metrics. Executives see value when journeys help teams decide what to build, what to fix, and what to stop — not just where customers feel friction.”

Customer Journey Management In 2026: From Maps To Measurable Impact

Forrester