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.
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
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
- Application Programming Interface (API)
Products & Platforms
- Customer Data Platforms (CDP)
- Marketing Automation
- Directory: Customer Journey Orchestration Platforms
Resources
- Guide to: Customer Journey Orchestration
- Book: The Agile Brand Guide to Customer Journey Orchestration (2022) by Greg Kihlström
Related Content on Customer Journey Orchestration
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Successful customer journey management is holistic
Journey management is a holistic approach to understanding and improving the way customers interact with a brand. It goes beyond simply mapping out the customer journey and encompasses all touchpoints, both online and offline, that a customer encounters when engaging with a brand.
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Governance is essential for continuous improvement
Governance is an essential aspect of continuous improvement in journey management. It provides a framework for accountability and ensures that the right people are involved in the process. By creating a committee and bringing together key stakeholders, organizations can establish clear goals and objectives for improving the customer experience.
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Adopting a continuous improvement mindset for the customer journey
These days, where customers have more options and higher expectations than ever before, optimizing and personalizing customer touchpoints has become crucial for businesses.
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The case for holistic customer journey management
Journey management is a holistic approach to understanding and improving the way customers interact with a brand. It goes beyond simply mapping out the customer journey and encompasses all touchpoints, both online and offline, that a customer encounters when engaging with a brand.
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Remembering the customer in your CJO efforts
It might feel like it goes without saying, but make sure you are keeping the customer front and center in your customer journey orchestration (CJO) efforts. Successful CJO must be centered around the customer, with their needs and preferences at the forefront of all efforts.
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Customer journey success: data availability
When it comes to customer journey orchestration, having access to a wealth of data can be incredibly valuable. This data can help you gain insights into customer behavior, preferences, and pain points, allowing you to create more personalized and effective experiences.