is Customer Journey Orchestration? //
Customer Journey Orchestration software allows marketers to connect real-time data from channels, touchpoints, and systems. This gives users insights into customer journeys over time. The data is then available to marketers for analysis of the customer journey.
Basic CJO Categories
Three main categories of CJO suppliers exist:
- CJO-specific solutions based on new architecture.
- Vendors who are acquiring or developing expertise in other channels such as customer intelligence or call analytics.
- CJO is a feature that enterprise application providers who have established client bases are adding to their products.
Watchers in the industry expect more pure-play start ups to enter, and vendors will reposition themselves within adjacent categories, such as marketing analytics, customer data platforms, and real-time interactive management (RTIM).
What is customer journey orchestration and how does it work?
Since years, the phrase “customer experience” has been part of digital marketing discussions. This may have contributed to a lack of clarity about what customer journey orchestration actually is and isn’t. These core areas are critical for a clear picture of the customer experience and to take action to improve it.
Customer-focused, outside-in approach
Marketers might have a “ideal journey” in mind. But a real customer-journey analysis approach recognizes that customers use countless channels and customize interactions with businesses according to their preferences. The customer is in control of the buying journey. It’s therefore important for marketers to use data to discover what this journey is rather than sticking with a preconceived notion of how people arrive at a purchase.
Focus on lifetime value of customers
Customer journey orchestration is a way to nurture the relationship between a brand and a customer, resulting in repeat purchases and brand advocacy.
Cross-channel data
To get this big picture view, marketers need to be able bring data from every customer touchpoint including call centers, chatbots and in-store interactions.
Data in real-time, or very close to it
Customer journey orchestration practitioners’ basic goal is to identify and eliminate roadblocks for customers. The ultimate goal, however, is far more ambitious: delivering contextually relevant customer experiences at the preferred touchpoints. This requires real-time data collection and real-time responses.
Machine learning and Artificial Intelligence
Artificial intelligence and machine-learning are essential for developing insights, determining the best next action to take with a customer and putting that experience into motion. These tasks cannot be done in real time. Using these technologies is crucial to orchestrating the customer journey.
Download the full MarTech Intelligence Report Enterprise Customer Journey Orchestration: A Marketer’s Guide
A snapshot of customer journey orchestration
What is it? Customer Journey Orchestration Software allows marketers to connect real-time data from channels, touchpoints, and systems. This gives users insights into customer journeys over time. It allows marketers to use data to understand the customer journey.
What’s hot right now? Businesses are aware that they must be customer-focused at every stage of their Marketing operations. Brands need to first understand how customers find them. The medium chosen will determine the direction of the journey, whether it is through search, advertising, or word-of-mouth.
Cisco predicts that by 2023, the number of IP-connected devices will be three times greater than the world’s population. People switch between devices depending on their task and the environment. The average consumer and business buyer uses nine different channels to search for products, get advice and make purchases.
Brands can see what assets they have that are helping them on their journey by capturing their interactions after discovery, like communication with a customer service center or a visit to a retailer. Brands also need to understand what customers do after a purchase. This information can help companies increase repeat business and encourage advocacy. Customer Journey Orchestration Tools can help you do that.
What tools can do. Most vendors provide one or more capabilities that help marketers understand the customer journey. These include data collection from multiple channels and touchpoints, analysis using machine learning and artificial intelligence, and visualization of customer journeys.
Most vendors offer the capability of orchestrating the customer journey (CJO), which allows users to take action on the insights they receive and deliver the next steps in the customer journey, in real time.
Why we care. Customers expect consistent experiences across all touchpoints. Personalization is a growing trend. Brands can gain insight from their audiences using tools like , a customer journey analytics software.
Dig deeper: What is Customer Journey Orchestration and how can these tools help marketers?
The article What does customer journey orchestration mean and how is it implemented? first appeared on MarTech.