Definition
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.
The Components of a Customer Journey Orchestration Platform
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.
Related
- Multi-channel personalization
- Omnichannel personalization
- Customer Data Platforms (CDPs)
- North Star Goal: 1:1 Omnichannel Personalized Customer Experiences
Products
- Customer Data Platforms (CDP)
- Marketing Automation
Resources
Book: The Agile Brand Guide to Customer Journey Orchestration (2022) by Greg Kihlström
Related Content on Customer Journey Orchestration
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MarTech: Using AI and journey orchestration to boost your marketing automation
This article was originally written by Greg Kihlström for MarTech. Read the original article here. AI and customer journey orchestration can take your existing marketing automation approaches to the next level.
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CMSWire: Helming True Customer-Centric Journey Orchestration
This article was co-written by Greg Kihlström and Matthew Egol of JourneySpark Consulting. Read the full article here. In this article, we’re going to talk about how to ensure your customer journey orchestration is built on the premise of customer-centricity.
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MarTech: Using AI and journey orchestration to boost your marketing automation
This article was originally written by Greg Kihlström for MarTech. Read the original article here. AI and customer journey orchestration can take your existing marketing automation approaches to the next level. Marketing automation is a foundational component of marketing technology stacks. However, using it alone isn’t enough to stay ahead, as customers expect a …
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CSG Supercharges Customer Experience with Launch of Industry-Specific Customer Engagement Solution, CSG Xponent Ignite
CSG today launched CSG Xponent™ Ignite, a customer engagement solution built from industry-specific expertise that enables businesses to quickly deploy, engage and deliver quantifiable experiences aligned with their goals.
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Forbes: How Customer Journey Orchestration Changes Your Marketing Approach
This article was originally written by Greg Kihlström for Forbes. View the original article here. Customers increasingly appreciate personalized experiences and are growing to expect them across all of the online and offline channels they engage with brands on. Companies that understand and embrace this are increasingly approaching their marketing and customer experience from …
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MarTech: 4 critical platforms to support customer journey orchestration: Getting started on CJO
This post was written by Greg Kihlström for MarTech. Read the original article here. Aligning your customer data, content management, CJO and analytics and reporting platforms is crucial for CJO implementation success. This is the third article in a three-part series. In case you missed them, part 1 (People) is here and part 2 …