Guide to: Customer Journey Orchestration

Businesses must adapt to the ever-changing customer demands and preferences to stay ahead of the competition. One of the most effective ways to do this is by leveraging customer journey orchestration (CJO). This is an approach used by customer-centric enterprises to improve journey outcomes in real-time by taking the most relevant interactions in the context of each customer’s goals and their overall experience.

CJO platforms enable marketers to utilize multi-channel or omnichannel marketing techniques. Customer journey orchestration as a practice is essentially a marketing strategy that focuses on delivering personalized, seamless experiences to customers. It utilizes a combination of various customer data across different touchpoints and channels to design and deploy relevant marketing campaigns to different customer segments. The goal is to create a seamless buying journey, increase customer retention, and improve brand loyalty.

CJO also makes it possible for marketers to respond to customer needs in real-time. By monitoring customer behavior and engagement across different channels, marketers can determine the best time to engage with their customers with offers, incentives, and personalized recommendations. This leads to increased customer satisfaction and greater loyalty.

Additionally, CJO provides valuable insights into the customer’s journey, enabling marketers to optimize the customer experience. Marketers can identify the pain points where customers might drop off and adjust their marketing campaigns accordingly. With customer journey orchestration, marketing campaigns can continuously adapt and evolve to meet evolving customer preferences, ensuring a positive customer experience.

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The Agile Brand: Customer Journey Orchestration is now available

Customer Journey Orchestration Platforms

To see a full list of platforms, you can visit our Platform Directory.

From our Directory:

CSG Xponent

Formerly Kitewheel. CSG is a leader in innovative customer engagement revenue management and payments solutions that make ordinary customer experiences extraordinary. Our cloud-first architecture and customer-obsessed mindset help companies around the world launch new digital services expand into new markets…

Medallia Experience Orchestration

Formerly Thunderhead. Medallia Experience Orchestration (MXO) extends customer experience insight into actionable strategies by identifying real-time customer intent, then applying what is learned to make every action the right action for every customer moment.

Alterian Real-Time CX Platform

Alterian’s Real-Time CX Platform is equipped with built-in Customer Journey Analytics and Journey Orchestration capabilities that harness the power of AI to enable customer experience teams to deliver real-time, individualized experiences that drive both customer and business outcomes.


Qualtrics CustomerXM helps you create a human-centered business to take actions with empathy that will benefit customers and the business. For customers to stay satisfied and stay longer businesses need to create deep and personal relationships with those they serve.…


Customer journey orchestration is a powerful marketing strategy that helps businesses deliver personalized, seamless experiences to their customers. By leveraging customer data across different touchpoints and channels, marketers can create targeted campaigns that resonate with their customers. And, with real-time monitoring, marketers can respond to customer needs and optimize their campaigns to continuously improve the customer experience. CMOs and other marketing leaders who embrace customer journey orchestration are likely to enjoy greater customer loyalty, reduced customer churn, and increased ROI.