Customer Journey Orchestration (CJO)


Customer journey orchestration 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.[1]

Customer Journey Orchestration platforms enable marketers to utilize multi-channel or omnichannel marketing techniques.

Customer journey orchestration 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.

How CJO benefits marketers

How does CJO help marketers? For starters, it allows marketers to understand their customers better. By leveraging data such as their browsing history, social media interactions, and past purchases, marketers can create more targeted campaigns that are more likely to resonate with customers. This, in turn, increases the likelihood of them making a purchase and becoming loyal customers.

Another significant benefit of customer journey orchestration is that it helps to streamline the marketing process. CJO enables marketers to automate various tasks such as sending emails, social media posts, and website personalization. This ensures that customers receive consistent messaging across all channels, leading to a better customer experience.

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.

Moreover, 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.

The Components of a Customer Journey Orchestration Platform

Components of Customer Journey Orchestration

There are three primary categories of components for any CJO platform, which we’ll explore more below:

  • Customer journey mapping
    • To have a journey, we need a map of how we will get our customers to their destinations. Thus, customer journey mapping is a key component of any customer journey orchestration platform. There can be a range of functionality, however that a CJO platform delivers in this regard.
  • Customer journey orchestration
    • A large portion of the functionality of a CJO platform and is most likely the reason you are considering buying journey orchestration in the first place. While mapping and analytics are important, if you don’t have the features below in your arsenal, you will not be able to orchestrate any journeys.
  • Customer journey analytics
    • Depending on the customer journey orchestration platform you invest in, the analytics may vary from robust to lacking.

Products & Platforms


Book: The Agile Brand Guide to Customer Journey Orchestration (2022) by Greg Kihlström