Strategy

AI is commoditizing agency execution. New Journey Insight data on the US insurance journey shows why observed market behavior is the next agency advantage.

Enterprise AI connects everything you already know—but the market shaping your customers stays invisible. Bob Hale on the missing layer of market intelligence.

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.

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.

Journey management is widely discussed and rarely operationalized. The Institute for Journey Management exists to make it a recognized business discipline.

Analysis of 8 million interactions across the US food delivery market found cross-shopping, invisible competitor campaigns and a search intent gap.

Leading banks influence under 30% of customer touchpoints, 68% of banking searches are non-branded, and AI answers increasingly replace the click.

AI compresses the journey. Research and comparison now happen earlier and elsewhere, leaving brand touchpoints to handle confirmation and action.

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.

70–90% of the customer journey happens outside owned channels. Journey intelligence turns anonymized, market-wide behavior into something you can act on.

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.

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.

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.

Alterian Product Director Alex Thompson on digital twins of customers, why AI enables rather than replaces human decisions, and what to watch for.

Alterian CEO Bob Hale on the trends, challenges and strategies shaping the CX landscape, and why adaptation matters more than any single technology.

Five ways businesses are using AI to recover lost revenue, cut operational cost, prevent churn, and deliver personalization at an individual level.

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.

54% of organizations rank CX strategy as a high priority for 2024. Only 10% have an integrated journey strategy. The maturity gap is widening.

Streamlined journeys, individualization at scale, proactive issue resolution and operational efficiency—four strategies that cut cost without cutting CX.

Three strategies critical to optimized journeys, and four practical steps to improve your own—from journey mapping to fostering a customer-centric culture.

How AI is reshaping customer journeys, enriching experiences and giving businesses a competitive edge, with real-world examples throughout.

Individualized content at scale, faster responses and content intelligence—plus the three risks of generative AI in CX and how to mitigate them.

How journey orchestration integrates with the systems you already run, breaking down data silos without a rip-and-replace of your martech stack.

Segmenting customers by shared attributes is no longer enough. AI moves journey analytics and orchestration from grouping people to understanding them.

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.

Amazon found every 100ms of delay costs 1% of revenue. Real-Time CX orchestrates the next best experience in under 100ms, every time.

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.

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.

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.

Analytics without orchestration produces insight nobody acts on in time. Orchestration without analytics acts on the wrong thing. They are complementary.

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.

Strategy without technology produces good ideas nobody can implement. Technology without strategy optimizes the wrong things. You need both.

Personalization keeps falling short because it runs in channel silos on stale data. Journey orchestration unites it across every channel and department.

Journey orchestration, real-time interaction management, cross-channel campaign management and CDPs all look alike on a feature list. They are not.

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.

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.

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.

What ScottishPower's Forrester-documented CX program suggests about technology choice, building a use case, and aligning CX to the whole lifecycle.

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.