Engage Hub included in the “Harness Friction In Customer Journeys To Drive Emotional Engagement” report by Independent Research Firm.

London, UK, 14th October 2021Engage Hub, the data-driven journey orchestration company, announced today that it has been included in Forrester’s “Harness Friction In Customer Journeys To Drive Emotional Engagement” report.

The report provides an overview on how to achieve a nuanced understanding of friction and instead of removing it completely, how to leverage friction in customer journeys to build trust. It aims to help “CX leaders distinguish good friction from bad; understand the friction quotient of industries, journeys, moments, and customers; adjust by testing, learning, and orchestrating in context; and educate customers about the value of friction.”

In the report, Forrester states organisations should use analytics tools to combine data sets and optimise friction – as well as journey orchestration platforms, like Engage Hub, to validate and adjust good and bad friction in real-time. Forrester also points out that –

  • “Fusing data across channels, touchpoints, and systems to better understand and orchestrate customer journeys is a game-changer.”
  • And to “identify your main sources of customer interaction data, catalog what’s in each, and look for common customer identifiers across data sets.”

The report describes Engage Hub as a vendor that “helps clients identify key metrics to correlate drop-offs, loops, and repeat calls in journeys and sets up triggers and thresholds to manage friction in real-time.”

Karen Waters, Product and Marketing Director at Engage Hub, comments on the inclusion: “I am thrilled to see Engage Hub receive recognition in the journey orchestration landscape from the market research giant, Forrester. We continually lead our clients through large digital transformation programmes, using our journey orchestration and visualisation tool to deliver tangible results; most notably in the area of reduced costs and improved customer experience.”

Karen continues, “At Engage Hub, we understand that friction, when introduced at the right moments, for the right reasons, can serve as a valuable customer checkpoint. If customers understand the reason behind these moments of friction, and, crucially, if those reasons are in their best interest, you can boost confidence, trust and loyalty in the long run.”

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If you would like to find out more about how journey orchestration solutions will benefit your business and learn why Engage Hub is the vendor of choice for innovative brands such as Sainsbury’s, Bank of Ireland and Three Ireland, please get in touch.

To download the report, please visit the Forrester website – please note this report is only available to Forrester subscribers or to those who wish to purchase the report.