Customer Journey Orchestration (CJO)

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

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

Resources

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

  • 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

    Home » Martechipedia Wiki » Platforms » Customer Journey Orchestration (CJO)  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 …

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  • MarTech: 4 critical platforms to support customer journey orchestration: Getting started on CJO

    Home » Martechipedia Wiki » Platforms » Customer Journey Orchestration (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 …

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  • S4 Episode 286: Real customer engagement with tangible results, with Mark Smith, CSG

    Brands have never had so much choice in the way that they reach their customers, but at the same time, this means that customers are flooded with branded messages on email, text, voice, mobile push notifications, and more. And more is not necessarily better. Today we’re going to talk about breaking through the notification noise to drive real customer engagement with tangible results. To help me discuss this topic, I’d like to welcome Mark Smith, Vice President, Digital Engagement Solutions at CSG, and former President of Kitewheel.

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  • Forbes: Understanding When To Use Automation, Orchestration And Next Best Action

    Home » Martechipedia Wiki » Platforms » Customer Journey Orchestration (CJO)Read More The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation The latest article by Greg Kihlström for Forbes Agency Council. Customers increasingly want personalized content and experiences from the brands they buy from, and the race to deliver the most tailored experience …

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  • Forbes: Getting Ready For Customer Journey Orchestration

    Home » Martechipedia Wiki » Platforms » Customer Journey Orchestration (CJO)Read More The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation This article was originally published through Forbes Agency Council. Read the original here. Customer journey orchestration promises a seamless experience for your customers and greater revenue through timely and relevant offers and …

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