Gartner Inc., a leading industry analyst firm has listed digital transformation vendor Mavim as a Representative Vendor in its February 2019 “Market Guide for Customer Journey Analytics”*. This is the second mention for Mavim in this Market Guide, which covers a diffuse market that covers many different problem areas related to customer journeys.
One of the reasons that this market has struggled to become more concrete is reflected by the struggle to find ownership for customer journey projects. Gartner notes, “By definition, customer journeys stretch across multiple channels and, therefore, CJA solutions typically involve multiple departments and business units within a company. These departments commonly include marketing, sales, customer service, finance and supply chain. This means determining ownership of a CJA solution can be difficult, and alignment among disparate business units is critical for a successful implementation.”
The CEO of Mavim, Jean-Jacques Vossen, noted that “Mavim is honored to have been included as a representative vendor for the second year running.” He also looked to give credit where credit is due, saying, “Our customers and partners are the ones who nudged us into this direction. It was their innovative use of our existing functionality that was able to deliver this value. Our product and focus is on the democratization and dissemination of knowledge within an organization in order to support our customers with better strategic decision making across the enterprise. They helped us realize the applicability of our product for a broader market.”
Most organizations are proficient at collecting data and know a lot about their customers’ behavior as a result. (illustration: show mapped customer journeys) However, many of those same organizations fail to realize that analytics has limited power unless woven into the fabric of business processes and the greater operational context of the organization. Without this, the root-causes underlying trends are difficult to discover and the patterns that do emerge will only deliver results for a discrete part of the value chain.
Built upon Office 365 and Visio, Mavim offers a user-friendly platform that provides business leaders the the necessary visibility to improve their customer experience management. By aligning external, customer facing KPIS with internal operational KPIS, Mavim creates the full organizational context within which customer journey optimization strategies can be applied.
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*Gartner “Market Guide for Customer Journey Analytics” by Jason Daigler, Jim Davies, Brian Manusama, Guneet Bharaj, 6 February 2019. https://www.gartner.com/document/3900263
Marketing Director, Mavim