Journey analytics is the process of tracking, connecting and analysing customer interactions across channels and time to understand behaviour and improve experiences. It provides visibility into the customer journey — from initial engagement to post-purchase support — so enterprises can identify friction points, predict intent and deliver more personalised, connected experiences.
“Customer journey analytics is a specialised form of customer analytics that can help bring together data that focuses on the what — interactions, conversations, agent engagement — and who — profile, intent, outcome — and can be used to get to the why — why is self-service higher for this group of customers? Journey analytics can show us if intent is driving that behaviour. It enables the ability to measure progression through a journey and is informed by other customer analytic disciplines.”
Many organisations struggle to see the complete customer journey because data is siloed across systems. Journey analytics unifies this data to visualise every step a customer takes, whether online or offline. Enterprises use this insight to identify gaps, measure conversion and retention rates, and understand how each touchpoint contributes to business outcomes.
A high churn rate often signals underlying issues with experience quality. Journey analytics uses behavioural data and predictive modelling to identify patterns that indicate dissatisfaction or risk. With the Genesys Cloud CX® offering, organisations can trigger proactive outreach, such as targeted offers or follow-up messages, to re-engage customers before they leave.
Customers expect interactions that reflect their unique preferences and needs. Journey analytics enables enterprises to segment customers based on behaviour, channel usage and context. By integrating these insights with AI-powered tools like predictive engagement and Agent Assist, businesses can tailor recommendations and next-best actions in real time.
Managing multiple digital and voice channels can create inefficiencies if not coordinated effectively. Journey analytics helps enterprises evaluate how customers move between channels, which paths yield the best outcomes and where drop-offs occur. These insights guide optimisation efforts, ensuring smooth transitions and consistent experiences across the entire customer journey.
Experience leaders use journey analytics to measure and refine KPIs such as customer effort score, customer satisfaction and Net Promoter Score. By aligning these metrics with behavioural data, enterprises can connect operational performance directly to customer sentiment — empowering teams to make data-driven decisions that strengthen loyalty and reduce costs.
Journey analytics gives enterprises the clarity and intelligence needed to orchestrate experiences that are personalised, efficient and outcome-driven. With Genesys Cloud CX, organisations can combine data, AI and automation to understand every journey, optimise engagement and deliver empathy at scale.
Discover how Genesys Cloud CX turns journey analytics into measurable business impact. Find out more about Genesys Cloud CX.
