What’s Customer Journey Orchestration and Its Function?
Introduction
A superior customer experience is easier to conceptualize than to define and present. This is why customer journey orchestration (CJO) software tools, which assist businesses to analyze customer journeys and act according to these newfound insights, are gaining in popularity.
Categories of CJO
CJO doesn't have as clear of a definition as other marketing software categories. Being a recent niche, marketers approach it from different angles. Some have newly-built solutions aimed at fulfilling the specific need. For a second category, other marketers expand on knowledge in alternate channels, for instance, customer intelligence or call analytics, by progressing through acquisition or development. The third are providers of enterprise applications, such as Adobe and Salesforce, with set clientele that have added CJO and analytics capability to their platforms.
Those keeping an eye on the industry anticipate seeing more options from new pure play businesses, besides readjustment by vendors of correlating categories, including customer data platforms (CDP), real-time interaction management (RTIM), and marketing analytics.
What Constitutes CJO?
For many years the term “customer journey” has been used in digital marketing, which might account for the vagueness around what customer journey orchestration actually is and is not.
These key areas have become crucial for obtaining an effective image of the customer journey and making steps for its improvement.
Outside-in Focus on Customer Service
Advertisers might have ideas for the optimal customer journey. Yet using actual customer journey analytics recognizes that modern shoppers look for ample flexibility to adjust their brand engagement to their liking.
Having a selection of devices, a range of channels, and various options for buying, consumers are in control of their personal customer journeys. Each person’s journey may vary slightly. As a result, it’s paramount for advertisers to approach a journey from the buyer’s perspective instead of relying on a possibly obsolete presumption on the way customers arrive at a purchase.
Focus on Customer Lifetime Value
In place of concentrating just on the classic marketing funnel stages for the customer experience, CJO focuses on fostering the relationship between the buyer and brand after purchase, developing the buyers into repeat purchasers and brand ambassadors.
Cross-channel Analytics
To gain the bigger picture of the buyer’s journey, advertisers must gather data from each buyer touchpoint, whether or not there is marketing influence. This information involves data gained from in-person interactions, chatbots, and call centers, to name a few.
Data in Real-Time or Near Real-Time
The primary objective for CJO marketers is to pinpoint and remove obstacles that obstruct customers. However, the eventual goal is more enterprising, to provide customer experiences that are relevant in context throughout their favorite touchpoints. To accomplish this, marketers must have the ability to receive real-time data and give real-time responses.
AI and Machine Learning
Building insights, deciding the next best action for a specific customer, and applying that action won’t likely happen in real time unless you have the advantage of artificial intelligence (AI) and machine learning. Harnessing these innovations is vital to CJO.
Conclusion
Successful customer journey orchestration impacts key outcomes, including retention and profits. Surveys have shown that 40% of customers admit they are more apt to remain with a brand if given a more customized service. Customer-centric brands are now choosing journey-based methods such as CJO to enhance the customer journey, help customers attain their goals, and optimize brand success. Transitioning from conventional personalization to CJO can give you that competitive edge and boost your bottom line.