We tried the 8 best customer journey analytics tools for better CX

Aurora Stobbelaar · Copywriter
    The 8 best customer journey analytics tools

    Quick summary

    This guide examines the top eight customer journey analytics tools that are transforming how businesses understand and optimize customer experiences. Each platform offers unique capabilities—from AI-driven insights to advanced team collaboration features—to help organizations map, analyze and improve key touchpoints throughout the customer journey. 

    Looking for the best customer journey analytics tools?

    Customer journey analytics tools are crucial for transforming abstract customer experiences into tangible, well-defined touchpoints that can be measured, observed, and optimized. These tools have become essential for teams looking to understand and improve their customer relationships.

    But… which tool is right for you?

    In this TheyDo guide, we share eight leading platforms. To help you answer this question, we’ll cover features, pricing, pros, cons, and more.

    What are customer journey analytics tools?

    Customer journey analytics tools give you complete visibility into how customers interact with your business. These software platforms map every touchpoint in the customer journey, convert raw data into actionable insights, and reveal exactly where to make improvements that drive growth.

    They consolidate data from all your customer interactions—website visits, support tickets, purchases, email responses—into a clear, actionable view of the customer experience. This comprehensive perspective transforms scattered data points into strategic opportunities.

    Why are customer journey analytics tools important?

    These tools have become essential for businesses focused on growth and customer retention. 

    Here's why:

    • Drive decisions with data, not guesswork—understand exactly how customers behave and what they need

    • Spot problems and opportunities instantly by monitoring every stage of the customer journey

    • Target investments where they matter most, maximizing ROI on customer experience initiatives

    • Unify teams around concrete customer insights, ensuring everyone works from the same playbook

    8 Best customer journey analytics tools

    1. TheyDo

    2. Smaply 

    3. Cxomni 

    4. JourneyTrack 

    5. Milkymap 

    6. Optimizely 

    7. Qualtrics 

    8. Google Analytics

    1. TheyDo

    TheyDo is a journey management platform that centralizes every aspect of customer experience improvement. 

    We transform how organizations understand and optimize their customer journeys by providing a single source of truth where teams can map experiences, track opportunities, and drive meaningful change.

    TheyDo is designed specifically for enterprise-level collaboration. Our platform combines powerful AI capabilities with intuitive journey mapping tools and connects your existing tech stack while providing the frameworks and insights needed to build, manage, and optimize customer journeys at scale.

    Key features

    • Journey framework: Map complex customer experiences with reusable building blocks, letting teams zoom from high-level strategy to detailed touchpoints.

    • Opportunity matrix: Connect opportunities across multiple journeys and instantly quantify their business impact.

    • Real-time collaboration: Enable simultaneous editing with role-based permissions, eliminating version control headaches.

    • AI-powered analysis: Automatically surface patterns and prioritizes opportunities across your journey landscape.

    • Integrations: Connect seamlessly with Jira, Qualtrics, and your existing tools, bringing journey data into your workflow.

    • Impact tracking: Measure the success of journey improvements against KPIs, linking customer satisfaction to business outcomes.

    Pricing

    We offer three tiers to match your needs:

    • Mapping: Free tier with 10 journeys, unlimited users, and core integrations

    • Management: Starting at $39,000/year, includes AI-powered mining, advanced workflow tools, and dedicated support

    • Strategic: Starting at $51,000/year, includes SSO, data warehouse integration, and tailored maturity roadmaps

    Pros

    • Centralized platform uniting teams around customer journeys.

    • AI simplifies identifying and prioritizing opportunities.

    • Flexible hierarchy system adapts to complex organizations.

    • Integrations with popular tools like Jira enhance workflows.

    • Live collaboration eliminates version control issues.

    • Built-in prioritization workflows improve efficiency.

    Cons

    • Premium features are restricted to high-cost tiers.

    • Advanced functionalities have a steeper learning curve

    2. Smaply

    Smaply helps teams map customer journeys using design thinking principles and real-time collaboration tools. Teams can quickly build detailed journey visualizations, engage stakeholders effectively, and break down complex experiences into clear, actionable insights.

    Key features

    • Journey mapping studio: Creates detailed visual customer journeys with drag-and-drop simplicity, incorporating emotions, channels, and pain points.

    • Persona templates: Builds rich customer personas that integrate directly with journey maps, bringing user stories to life.

    • Collaboration dashboard: Enables real-time team editing and feedback collection through shared workspaces and commenting tools.

    • Export & Share hub: Generates high-quality PDFs and presentation-ready materials instantly, making it easy to share insights across teams.

    Pricing

    Smaply offers four pricing tiers:

    • Free: Basic mapping features for €0 per user annually

    • Repository: €390/year per user with advanced portfolio management

    • Framework: €690/year per user, adding hierarchy tools and coaching

    • Governance: €990/year per user, designed for enterprise needs with unlimited storage and integrations

    Pros

    • User-friendly interface simplifies journey mapping.

    • Integrates personas and stakeholder maps seamlessly.

    • Offers robust export capabilities.

    • Strong collaboration tools for remote teams.

    • Effective at identifying customer pain points visually.

    • Highly scalable for large organizations.

    Cons

    • Limited customization for persona templates.

    • No support for real-time analytics integration.

    3. Cxomni

    Cxomni empowers teams to document, manage, and analyze customer journeys through integrated real-time analytics and predictive insights. The platform combines multi-channel data collection with AI-driven analysis to help organizations spot trends and optimize touchpoints.

    Key features

    • Customer segmentation engine: Analyzes behavior patterns to automatically group customers based on shared characteristics and engagement styles.

    • Predictive analytics dashboard: Forecasts customer behavior trends using historical data and machine learning algorithms.

    • Multi-channel tracking: Monitors and consolidates customer interactions across all digital and physical touchpoints.

    • Custom report builder: Creates tailored reports and visualizations that match specific business needs and stakeholder requirements.

    Pricing

    Cxomni’s pricing starts at $990/month. A free trial is available, but there is no free version. Enterprise pricing is tailored based on organizational requirements.

    Pros

    • Flexible and intuitive interface.

    • Supports GDPR-compliant data management.

    • Offers real-time analytics for dynamic insights.

    • Integrates seamlessly with enterprise tools.

    • Facilitates in-depth customer journey documentation.

    • Strong multi-channel data capabilities.

    Cons

    • Some features remain in beta testing.

    • Limited flexibility in non-standard workflows.

    4. JourneyTrack

    JourneyTrack is an enterprise-level customer journey mapping platform that offers advanced AI tools, collaborative workshop modules, and diversity-focused personas. It enables teams to create actionable, inclusive journey maps and manage them effectively with a centralized insights hub.

    Key features

    • Workshop module: Facilitates real-time collaborative sessions with built-in templates and tools for remote or in-person journey mapping.

    • Insights hub: Aggregates and organizes customer feedback, behavioral data, and team observations in one searchable platform.

    • Journey atlas: Visualizes complex journey hierarchies and shows connections between different customer pathways.

    • AI recommendations: Analyzes journey data to automatically suggest and prioritize improvement opportunities.

    Pricing

    JourneyTrack offers three tiers designed for different team sizes:

    • Starter: $24,000/year for 50 journey maps and three workspaces

    • Professional: $45,600/year for 100 journey maps and 10 workspaces

    • Enterprise: Custom pricing with unlimited maps and AI integration

    Pros

    • Ideal for inclusive and collaborative workshops.

    • Comprehensive insights management in a single hub.

    • AI simplifies prioritization tasks.

    • Promotes diversity with DEI personas.

    • Offers robust hierarchical journey visualizations.

    • Scalable for enterprise use.

    Cons

    • High cost at entry-level pricing.

    • Complex features require onboarding for full utilization.

    5. Milkymap

    Experience management through seamless data integration and AI-driven insights. The platform's Galaxy ecosystem connects directly to your technology stack, letting you track, analyze, and optimize customer journeys using live data from all your existing systems.

    Key features

    • Stargate Middleware: Connects to any SQL or NoSQL database to provide real-time journey updates and automated data synchronization.

    • MilkyAI: Processes customer journey data to automatically generate actionable insights and improvement recommendations.

    • CX Actionboard: Delivers live monitoring dashboards that track customer experience metrics and highlight emerging trends.

    • Template library: Provides standardized journey mapping templates to ensure consistent methodology across teams.

    Pricing

    Milkymap structures its pricing in four tiers to fit different needs:

    • Satellite Free: Basic mapping plan at no cost

    • Satellite Pro: €9/month per user with advanced tools and features

    • Galaxy Business: €39/month per user, includes AI features and team collaboration

    • Galaxy Enterprise: Custom pricing for MilkyAI assistant and unrestricted access

    Pros

    • Real-time data integration enhances journey accuracy.

    • AI-powered insights streamline decision-making.

    • Robust middleware supports diverse databases.

    • Live monitoring via CX Actionboard®.

    • Consistent mapping with standardized templates.

    • Scalable for growing organizations.

    Cons

    • Complex middleware setup may require technical expertise.

    • Higher-tier plans can be costly for small teams.

    6. Optimizely

    Optimizely combines experimentation, personalization, and journey analytics in one comprehensive platform. Using integrated AI and powerful APIs, the platform helps teams test, refine, and optimize customer experiences across every digital touchpoint while measuring the impact of each change.

    Key features

    • Web experimentation lab: Runs sophisticated A/B tests to optimize user interactions and conversion paths.

    • AI audience engine: Creates dynamic user segments based on behavioral patterns and engagement data.

    • Content personalization: Delivers tailored experiences to different audience segments in real-time.

    • Data integration platform: Unifies customer data from multiple sources to enable cohesive journey analysis.

    Pricing

    Optimizely does not offer set pricing. Plans are customized based on business needs and requested features. Free trials and demos are available on request.

    Pros

    • AI-powered audience segmentation.

    • Comprehensive A/B testing tools.

    • Real-time data unification and activation.

    • Flexible integration options with APIs.

    • Scalable for enterprises with diverse needs.

    • Strong support for multichannel personalization.

    Cons

    • Lack of transparent pricing can deter smaller businesses.

    • Some users report a steep learning curve for advanced features.

    7. Qualtrics

    Qualtrics is an enterprise experience management platform that turns customer feedback into actionable insights through advanced analytics and AI. 

    The platform combines sentiment analysis with behavioral data to help organizations understand customer emotions, track journey effectiveness, and implement targeted improvements across all touchpoints. 

    Plus, it integrates with TheyDo and other customer journey analytics tools to centralize insights and extend the platform's capabilities.

    Key features

    • Experience collection: Gathers customer feedback through multiple channels and automatically organizes responses for analysis.

    • AI Insights Engine: Uncovers patterns and trends in customer data to highlight key areas for improvement.

    • Journey tracking: Monitors customer interactions across touchpoints and measures the effectiveness of each engagement.

    • Smart dashboards: Visualizes customer experience metrics in real-time and suggests actionable improvements.

    Pricing

    Qualtrics does not provide set pricing, offering customized plans based on specific business needs. Contacting the sales team for tailored pricing is required.

    Pros

    • AI-powered insights for real-time decision-making.

    • Comprehensive feedback collection tools.

    • Seamless experience management across multiple channels.

    • Actionable, easy-to-interpret dashboards.

    • Strong support for sentiment and trend analysis.

    • Scalable for organizations of all sizes.

    Cons

    • Pricing can be expensive, especially for smaller businesses.

    • The platform has a steep learning curve for new users.

    8. Google Analytics

    Google Analytics is the industry-standard platform for tracking and analyzing website traffic and user behavior. 

    The platform's journey mapping capabilities help businesses understand how visitors navigate their digital properties, measure campaign effectiveness, and optimize the path to conversion across channels.

    Key features

    • Customer journey visualization: Maps and analyzes customer interactions across multiple digital touchpoints and campaigns.

    • Real-time tracking: Reports instant metrics on website traffic, user behavior, and conversion events.

    • Behavior flow analysis: Shows how users navigate through your site and identifies where they drop off.

    • Custom dashboard builder: Creates tailored views of your most important metrics and journey insights.

    Pricing

    Google Analytics offers two distinct service tiers:

    • Google Analytics 4: Free with comprehensive features

    • Google Analytics 360: Starting at $50,000/year for enterprise needs

    Pros

    • Integrates well with other Google marketing tools.

    • Provides in-depth website traffic analysis and insights.

    • Real-time tracking of user behavior.

    • Supports detailed reporting and customized dashboards.

    • Strong for conversion tracking and ROI measurement.

    • No coding required for basic use.

    Cons

    • Steep learning curve for beginners.

    • Complex features may overwhelm new users.

    Optimize your customer journey with TheyDo

    These tools are transforming how businesses understand and improve customer experiences. From advanced AI-driven analytics to real-time collaboration features, each platform offers unique capabilities to help you optimize touchpoints and drive growth.

    TheyDo stands out as the comprehensive solution for organizations ready to centralize their customer journey management. Our platform unites teams around customer journeys, integrates with your existing tools, and provides actionable insights through AI-powered analysis.

    Ready to transform your customer journey management? Try TheyDo for free.