Originally coined by Forrester in 2015 journey analytics has become a big buzzword in financial services; the term refers to the process a customer goes through like opening a new account; banks like Citigroup have been looking to identify exactly what happens throughout the process and how best to improve it; the idea is to attempt to figure out what a customer wants to do and then customize their experience; customization is becoming a bigger focus for financial services companies as they look build unique experiences. Source.
