to create a strategy for orchestrating the customer journey //

CJO is a method of orchestrating customer journeys that uses a variety of tools in order to increase revenue and provide seamless experiences for the customers. Customer journey orchestration is a large-scale project that spans the entire customer lifecycle. It’s important to have a technology strategy.

Carlos Hidalgo CEO of Digital Exhaust martech consultancy said at the MarTech Conference, “When we speak about customer orchestration we’re talking much more than simply a buyer journey.”

Here are a few guidelines to help you build a CJO Strategy.

Technology is not an approach

Many organizations buy technology before they know what they will do with it.

Hidalgo said that technology can only support the strategy you have already created. If you bought technology to orchestrate the customer journey, but you are struggling with it, chances are the technology is not at fault. It’s likely that you lack a clearly defined strategy.

Consider all customer interactions

Hidalgo added: “Orchestration also is not a funnel or conversion metric.” “And it is not a first purchase path.”

The customer journey is the sum of all paths that lead to a purchase. It’s not a simple funnel or straight line. But that is how marketers often refer to them.

He said that customers’ lifetime value is 90% after the initial purchase.

Hidalgo explained that “a lot of the customer journey occurs after the first purchase. But there are also many things that we should be thinking about before that initial purchase because this is where we can start engaging in meaningful interactions.”

Mapping the Customer Journey

Hidalgo said that orchestrating the customer journey is a strategy made possibleby technologies. It must be implemented across the entire organization, and not just to one team such as customer service.

Here are some of the “macro-stages” or general areas that a strategy for orchestrating a customer’s journey should cover.

In order to stay on top these stages you will need real collaboration within the organization, as different teams must be involved in the strategy.

Hidalgo said, “We’re aware that there are ebbs, flows, different people involved and outside influences…that impact your customers, and will change the way they interact with your product, their buying process or what they do in terms of renewals or retention.”

Learn about your customers

The roles of an organization are correlated with the stages of the customer’s journey. Discover what these key people know about the customer journey at each stage by following up with them.

Surveys, interviews, and data from customers can also be used to find out more about them.

Hidalgo said that there are many ways to get acquainted with our customers. This is especially true for B2B clients, who will benefit from longer conversations on their customer journey.

He said: “Speak directly with [customers], and ask them how their journey from beginning to end looks.” What does it look like from the moment you engaged with our brand to now that you have our product or service, and you’ve renewed your relationship with us? “Who was involved?”

Ask vendors these questions before you buy a solution for orchestrating the customer journey

Experience orchestration and customer journey integration

Hidalgo said, “Without orchestration you cannot deliver customer experience.”

You can create digital experiences to meet your customers’ needs once you understand the stages of their journey and what they need at each stage. It includes your website, mobile application, social media, chats with service representatives, paid media, and other digital touchpoints.

Hidalgo said, “When I talk about orchestrating I don’t mean that you as an organisation are demanding that a customer does these things in order to sell your product or services.” “What I’m saying is that you need to understand the journey in order to orchestrate this engagement,” said Hidalgo.

He said that the customer is always in control of their journey. Marketers need a strategy for orchestrating customer journeys to improve the experience of their customers.

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