to determine if your company is ready for a Customer Journey Orchestration Solution //

The Customer Journey Orchestration needs analysis is a process that requires you to understand your current business processes and identify areas for improvement.

It’s important that you understand the benefits of CJO solutions before starting the process.

CJO Tools: Benefits of using them

Adopting a data platform that collects, visualizes and analyzes customer data, then acts on it, can have significant benefits. These are just a few of the benefits.

Better alignment between business units. To commit to customer journey analytics, and orchestration, every business function – marketing, sales or customer service, as well as product development – must contribute data at the points they interact with the customer during the entire life cycle. The knowledge sharing, coordination and insights gained from this can help align business units, giving them a shared view of customers and allowing them agree on overarching goals.

Revenue increase. Customer journey orchestration allows businesses to identify the roadblocks that prevent prospects from purchasing, and improve return on investment. As a whole, however, understanding your customers and providing what they want for the entire duration of the relationship can pay off in the long run, leading to cross-sells and up-sells as well as repeat purchases and brand loyalty.

Agiler marketing and operations. Rapid changes in social and purchasing behavior caused by the COVID epidemic served as a reminder to many business leaders of the importance to listen to customers and prospects real-time. Data and insights gained through practices such as customer journey orchestration enable businesses to quickly adapt to changing customer needs.

Dig deeper: Using AI for improving customer experience and CJO

Improve your relationship with customers. The COVID pandemic has spawned some of the most important trends. They have nothing to with sickness or working from home. Customers are looking for different types of relationships with businesses because of all the changes to our routines and the social movements such as Black Lives Matter. It manifests in two different ways.

Numerous surveys show that customers want businesses who understand their needs and are empathetic. Deloitte’s global consumer survey found that one in four respondents strongly agreed they avoided brands who they believed acted out of self-interest. Deloitte’s Global Marketing Trends Report stated that “Simultaneously more than 70% of respondents agreed that they valued digital innovations that enhanced their connection with others at COVID-19.”

Customers are also increasingly looking for businesses that share their values, like those who commit to combating systemic racism and inequity. Customer journey orchestration can’t make businesses more socially aware, humane, or empathetic, but they can help them understand the values and concerns of their customers. They can help them communicate that understanding to customers.

Do you require a CJO Tool?

It’s important to understand the advantages that CJO offers an organization. Then, you can develop a specific needs analysis for your company.

To determine whether your company requires a CJO, you will need to take the same steps as when adopting any new software, such as a thorough self-assessment, which includes evaluating your business needs, your staff’s capabilities, your management support, and your financial resources.

Answer the questions below as a guide.

Do we have a clear understanding of our CJO goals? Although implementing a Customer Journey Analytics program can offer many benefits, it is important to reflect on the results you hope to achieve. Are you looking to maximize your marketing budget? Do you want to increase the lifetime value of your customers?

Does the culture of your organization ensure that all departments involved in CJO will contribute to CJO as needed? Participation from all touchpoints is essential for a successful customer journey orchestration — including marketing, sales and customer service. Is there a culture in your organization that encourages participation?

Is there C-suite support? As mentioned above, adopting customer journey analytics requires the cooperation of many departments within an organization. It is therefore critical to have a C-suite champion who can establish the program across departments as a top priority.

Who is going to “own” CJO? Marketing and sales, as well as product and customer service, all have a role to play. All can benefit from this, but it’s up you who leads the charge.

Should we invest in training for our organization? The benefits of customer journey analysis can only be realized by changing the way companies think about their clients — adopting a “customer-first” focus. Changes in perspectives may require education and training, along with long-term process changes.

Do we have KPIs in place and a system for measuring, tracking and reporting results? After you’ve set your goals and shared them with your organization, you will need to choose the metrics most important to you and track your progress towards achieving them. Consider a proof of concept with low-hanging fruits to show the benefits to stakeholders.

Download the full MarTech Intelligence Report Enterprise Customer Journey Orchestration: A Marketer’s Guide

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