Customer journey mapping (CJM) helps brands visualize customer interactions across various channels of the purchasing process. Brands use CJM software to create hyper-personalized experiences across multiple channels.
To better understand the market landscape, we’ll take a closer look at the 2023 and 2024 Spark Matrix graphs. The SPARK Matrix™ by QKS Group (formerly Quadrant Knowledge Solutions) gives us a clear view of key vendors in the customer journey mapping space.
The Consistent Leaders
Vendors like Quadient, SuiteCX, SAP Signavio, Smaply, cxomni, UXPressia, and Milkymap maintained their leadership position in 2023 and 2024. This section will highlight the strengths of each of these vendors, justifying their position as leaders for two consecutive years.
Quadient: Mastering Omnichannel Journey Orchestration
Quadient focuses on omnichannel customer engagement. Its platform helps brands map customer journeys across multiple touchpoints, including in-person, print, and digital. It also enables companies to personalize communication at scale through its dynamic content management feature. Through its strong analytics suite, it helps businesses understand as well as optimize multichannel journeys.
QuestionPro (SuiteCX): Centralized Database
SuiteCX’s platform integrates with QuestionPro’s survey tools, combining journey mapping with customer feedback management. The platform provides various CJM visualization tools and templates with all information pertaining to interactions and segments in a centralized database. It also helps businesses provide tailored experiences based on customer segments through persona-specific journey views.
SAP Signavio: Data-Driven Process Optimization
SAP Signavio has maintained its leadership position by continuing to focus on a process-first approach. It combines journey analytics with ERP data to provide a holistic view of customer touchpoints, making it ideal for large enterprises with complex workflows. Its platform also offers excellent scenario stimulation, which helps brands test journey changes before deployment.
Smaply: Visualizing Customer Perspectives
Smaply, another leader for two consecutive years, focuses on a highly visual approach. Therefore, its customer journey mapping software is ideal for brands that prefer design thinking and storytelling. Its platform offers a persona mapping feature, which helps ensure that journeys line up with customer needs and expectations. It is also known to have an intuitive and easy-to-use UI, improving cross-team collaboration.
cxomni: Enhancing Journey Consistency
cxomni provides valuable insights into customer pain points, which helps businesses improve and personalize the overall customer experience. It also integrates with contact center solutions and CRM, which helps businesses map customer interactions end-to-end. Its experience management features help brands identify whenever customer satisfaction drops, thus enabling them to make service improvements.
UXPressia: Focus on Collaboration and Real-Time Visualization
UXPressia’s customer journey mapping solutions support real-time collaboration and integrated web analytics. Its real-time visualization features help users design prototypes and boards as well as audio & video content with an automatic update feature. It also offers integration with Google Analytics and Mixpanel, helping users provide their target customers with exceptional experiences.
Milkymap: Enabling Customer-Centric Innovations
Milkymap’s customer journey mapping platform helps organizations visualize and manage customer experience end-to-end. It helps companies create detailed customer journey maps that highlight key touchpoints and pain points. It also provides suggestions for improvement. Furthermore, it helps map out customers’ actions and emotional responses for a customer-centric approach.
Upward Momentum: New Entrants to the Leadership Zone
Pegasystems and Mural moved from the Strong Contender category in 2023 to the Leaders category in 2024.
Pegasystems offers easy-to-use journey mapping tools, enabling users to understand the experiences of diverse customer personas. Its specialized hierarchical mapping functionality enables users to visualize and better understand intricate relationships between multiple journey maps and provides a complete overview of customer interactions with a particular product or service.
Mural offers a library of icons and templates that help users create visually appealing as well as informative journey maps. It is also scalable, making it suitable for both small and large enterprises. Its collaboration features help teams work more closely together and optimize the customer journey in real time.
New to Contenders
Mega International and Custellence moved from the Leaders category in 2023 to the Strong Contenders section in 2024. This shift could be owing to other vendors that took over in terms of technological advancements and more scalable solutions.
Mega International has demonstrated steady performance. Its automated reporting feature keeps stakeholders informed about journey performance and areas for improvement. Custellence offers a user-friendly interface and a practical approach to journey mapping. Through step-by-step mapping, users can break down complex journeys into manageable sections. Furthermore, its tagging system enables users to categorize journey steps based on impact and priority, through which they can identify key improvement areas.
Steady Contenders
Microsoft, Salesforce, Software AG, Lucid Software, Gainsight, and Miro have stayed in the Contenders category for two consecutive years. These vendors continue to offer effective and reliable solutions.
Microsoft’s customer journey platform offers collaboration tools for teams and data integration to incorporate customer feedback and analytics. It also offers training to users to create and manage customer journeys in the most impactful way.
Salesforce, through its Customer 360 platform, enables brands to integrate data from multiple touchpoints, which provides a holistic view of customer interactions. It also predicts customer behaviors through AI-driven insights, which helps teams shape journeys proactively.
Software AG’s ARIS Process Mining tool helps users map digital as well as physical touchpoints. This helps optimize workflows, contributing to improved customer experience. It also helps reduce manual intervention by automating repetitive tasks, which streamline customer service processes.
Lucid Software offers a customer journey mapping platform that helps users create interactive journey maps. It also supports collaborative editing and offers pre-built templates, making them suitable even for users without technical expertise.
Gainsight helps companies build journeys that drive customer loyalty. Its customer journey mapping platform helps users track customer health scores and product adoption. Furthermore, it integrates with CRM systems, making it ideal for SaaS and subscription-based models.
Miro helps companies visualize complex customer interactions through its whiteboard-style journey maps. It also integrates with project management tools such as Trello and Jira, enhancing the end-to-end mapping process.
Repositioned
Mavim moved from the Strong Contenders section in 2023 to the Aspirant quadrant in 2024. Possible reasons could be its narrow product scope, with its primary focus being business process management rather than customer journey mapping. Furthermore, businesses are increasingly showing a preference for vendors that offer real-time analytics and focus integration with modern CX tools.
Why the Shift? Exploring the Reasons for Position Changes
CX continues to become more data centric. Therefore, vendors that focus on AI-driven insights and automation have shown to make their way to the top, i.e., the Leaders quadrant. The placement of Mural and Pegasystems in the Leaders’ category demonstrates how improving collaborative and decision-making capabilities pays off. On the flip side, vendors that are slow to adapt to evolving customer expectations could be pushed to the margins.
Final Take
The customer journey mapping space has become increasingly competitive, with leading vendors focusing on adapting to modern CX challenges and providing more comprehensive and AI-powered solutions. They also focus on combining real-time analytics with customer-centric features. Vendors wishing to stay competitive should focus on innovations and keeping up with digital transformation demands.