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Customer journey orchestration.

12 min read Today's competitive and customer-centric business environment demands personalization at scale and journeys that resonate with each and every individual customer. The solution lies in dynamic customer journey orchestration…

Author: Adam Bunker

Subject matter expert: Dave Pabley

What is customer journey orchestration?

Customer journey orchestration is a strategy for optimizing the customer experience by leveraging real-time insights into their behaviors. It’s an approach that enhances traditional customer journey analytics by taking targeted actions to personalize journeys as they occur – in real-time and at scale.

To make things more personalized, journey orchestration replaces the conventional method of using customer segments or personas with real-time, dynamic personalization based on customer behaviors and actions.

Journey orchestration helps businesses act as the conductor of an orchestra, optimizing each customer’s journey using real-time insights on a more proactive level than simply sending data and insights to marketing or sales departments. Instead, it’s a strategy for building a more holistic approach to customer journey management – and providing actionable data across the organization.

The ultimate goal of journey orchestration is to create individual customer experiences that align perfectly with each customer’s specific needs. And for businesses, that often results in an enhanced conversion rate, a reduced cost-to-serve, and improved customer satisfaction.

What’s the difference between customer journey mapping and orchestration?

Customer journey mapping is a vital practice for any business looking to fine-tune the customer experience . It’s the art of understanding how people interact with your brand, what touchpoints they land on, in which order, and how they’re intertwined.

You might have a ton of different customer journey maps for different audience segments and customer behavior types, but those maps are only really useful if you then work on how to streamline the journey and tighten all the screws.

That’s where customer journey orchestration comes in – it’s how you’ll take what you’ve learned from your mapping exercise, add real-time data, and work to improve each channel and touchpoint along those journeys.

What’s the difference between journey orchestration and dedicated campaign journeys?

Whereas specific marketing campaigns design journeys in advance that a brand wants customers to travel along, true journey orchestration aims to enable a change in behavior.

In practice, that means making changes when they’re needed, based on existing behaviors that are negatively affecting retention or conversion. Think of it this way: designing a campaign is like building a new road from an existing city to a brand new one. Journey orchestration is like noticing that people are trying to make a journey between two existing cities, and new building roads to help them.

Free Course: Customer journey management & improvement

Why is customer journey orchestration important?

There are a huge number of benefits to successful customer journey orchestration, and they all center around exceeding customer expectations .

Through customer journey orchestration, you’ll…

1. Become more competitive and connected

With so many choices, consumers find it easier than ever to jump from one brand to another. Bad experiences can spell disaster for customer retention – 42% of customers cut their spending with a brand after a bad experience.

So, in an era where customers have endless choices, those negative experiences can significantly impact retention. Journey orchestration, then, helps cultivate a customer-centric approach, leading to improved connections between your brand and your customers.

Taking a customer-centric approach to the customer experiences you create means that you work “outside in”. Rather than assuming what customers will do, or hoping that they act in a way that benefits you, you need to listen to what they say and how they actually act.

This customer-centricity helps your audience to feel more connected to your brand.

2. Create seamless customer omnichannel experiences

Real-time action based on customer behavior leads to more personalized experiences. Using modern customer experience software with machine learning tools, for example, can help create unique journeys that match each customer’s individual needs, leading to better relationships and higher engagement.

Obviously, using metrics such as Net Promoter Score (NPS) , Customer Satisfaction Score (CSAT) , and more can help you to judge how customers feel about the experience you provide, but taking immediate action based on real-time behavior gives you an advantage you can’t replicate with other tools.

That way, rather than guessing what the customer’s intent is, or finding that out once it’s too late, you’re able to send them on individualized experiences that match their needs.

3. Work more effectively with your internal teams

Orchestrating journeys also facilitates improved cooperation between your marketing, sales, customer service, and operations teams, leading to comprehensive, seamless customer experiences.

Breaking down silos within your business that might hamper your customer experience means you won’t miss crucial contextual information that could affect each interaction’s success.

Customer journey orchestration examples

Here are a few examples of how customer journey orchestration can positively affect business outcomes by demonstrating empathy and adding value:

Example: Onscreen popups Outcome: Guiding new customers through your product

Rather than allowing a new user to aimlessly explore your website or app, intelligent orchestration tools can detect a user’s unfamiliarity in real time. You can then use pop-up notifications or tailored in-app prompts to better facilitate their understanding of your product.

This level of orchestration aids in directing customer behavior and seamlessly guiding them through desired interactions, ensuring a smooth customer journey from the get-go.

Example: Relevant marketing content Outcome: Better customer empathy

Suppose your customer has recently reached out to your customer service channels and currently has an unresolved issue. They’re unlikely to appreciate receiving regular marketing promotions during this period.

Here, journey orchestration proves vital in helping you deliver more appropriate messages, like a feedback survey for instance, to empathize with their situation and showcase your dedication to resolving issues. This kind of orchestration is only made possible through real-time monitoring and shared data management across your internal departments.

Example: Loyalty rewards Outcome: Increased customer spend

If you have a long-term customer who frequently uses your product and is highly acquainted with its features, they’ll likely spend a significant amount of time engaging with your digital platform. But without proper customer journey orchestration, they might remain on your general customer mailing list.

Instead of bombarding them with irrelevant introductory promotional material, journey orchestration here would allow you to identify those customers who’ve crossed a certain engagement threshold, and deliver exclusive offers that express your appreciation for their loyalty . This strategy would not only recognize their dedication to your brand but also create an opportunity to motivate increased spending.

What are customer journey orchestration events?

Customer journey orchestration events are the moments in which real-time understanding and management can make the difference between enhancing the customer’s experience or potentially losing them. Each event is an interaction point or evidence of a customer’s unique behavior that could be enhanced to enable a more ideal customer journey.

How to use orchestration to enable positive customer journeys?

Now you know the theory, it’s important to be able to put it into practice. So how do you actually go about orchestrating customer experiences? And how do you ensure that your journey orchestration strategies are aligned with how your customers interact with your business?

Improving these journeys is a dynamic endeavor. It calls for a relentless cycle of learning, testing, modifying, and refining, driven by feedback, customer journey analytics, and business outcomes.

To tackle that, we’d suggest a strategic four-phase approach:

1. Comprehension

The comprehension phase forms the bedrock of the journey improvement process. It requires a full understanding of the existing customer journey from the customer’s viewpoint, which allows you to find avenues for change.

The process is one of crafting a meticulous map of your current customer journeys, embracing all touchpoints and channels, and leveraging customer data and feedback to highlight friction points, gaps, and potential enhancement areas. In this phase of customer journey orchestration, a dedicated research team is entrusted with the collection and analysis of customer feedback and behavioral data.

Meanwhile, the Customer Experience (CX) team is responsible for mapping the existing customer journey, working in tandem with a cross-functional team that can identify pain points and opportunities for improvement.

The success of this phase is measured by metrics such as Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) .

2. Ideation

The Ideation phase provides a springboard for reimagining the optimal customer experience and devising a plan to materialize it. It necessitates a burst of creativity, brainstorming, and design thinking to create superior journey maps and prototypes.

Here, the CX team and designers take the helm in ideating and designing these new journey maps and prototypes, while the product team works on developing new features or services as required. The marketing team, meanwhile, plays a critical role by aligning messaging and communication strategies for these new journeys.

Metrics like prototype usability and effectiveness, as well as feedback on your proposed journey enhancements, serve as the key indicators of success in this phase.

3. Implementation

The third customer journey orchestration phase, implementation, involves industrializing and deploying the solution while continually iterating and improving based on feedback and results. It encompasses the integration of new processes, technologies, and services, along with the necessary staff training.

Here, your product and IT teams will implement new technologies or features, your training team takes charge of staff education on new processes or systems, and your operations team ensures a smooth execution of the revamped journey.

First Contact Resolution (FCR) , Average Handling Time (AHT), and Service Level Agreement (SLA) compliance rate become vital metrics to measure success.

4. Enhancement

The concluding phase, Enhancement, revolves around demonstrating the worth of any new journeys to customers, alongside perpetually fine-tuning the solution based on data-driven insights. It involves measuring the impact of changes, analyzing outcomes, making adjustments, and strategizing for future scalability.

Here, the customer data analysis team measures and scrutinizes results and the CX team adjusts the journey based on feedback and results, while the strategy team plans for scaling up successful improvements.

Conversion rates, customer retention rate, and customer lifetime value (CLV) serve as key metrics in this phase.

By adhering to this iterative four-stage strategy, you’ll be able to steadily elevate your customer journey, bolstering customer satisfaction and loyalty along the way, and propelling business outcomes.

How Qualtrics ® can help

In today’s rapidly evolving digital landscape, customers crave personalized journeys that resonate with their unique preferences. They appreciate seamless experiences that simplify their lives. Now more than ever, they seek engagement with businesses that authentically exhibit a deep understanding of their aspirations and inclinations.

The optimization of the customer journey empowers you to offer those bespoke experiences on a grand scale, in real-time, leading to superior business outcomes. Customer Journey Optimizer allows you to identify what’s stopping customers from reaching their desired destination and deliver the right experiences at the right time with advanced journey orchestration capabilities.

With Qualtrics Customer Journey Optimizer , you can take your customers where they want to go—in the fastest and most profitable way.

Free Course: Customer journey management & improvement

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Customer journey orchestration

Key Takeaways:

• Customer journey orchestration (CJO) is a real-time process that coordinates a customer's experience from initial interaction to post-purchase.
• CJO is part of an omnichannel marketing strategy, focusing on individual customers as they navigate the customer journey.
• Implementing a CJO platform helps cross-team communication, provides more complete customer data, identifies customer pain points, and improves customer lifetime value.

Table of Contents

What is customer journey orchestration.

Customer journey orchestration (CJO) is the process of coordinating a customer’s experience in real-time, and driving the customer’s individualized experiences from their first interaction with your brand through purchase and lifetime support.

Real-time customer journey orchestration is typically done with CJO software, which uses real-time data about the customer’s journey to anticipate their needs and provide a seamless, personalized experience .

CJO is part of an omnichannel marketing strategy, which allows organizations to provide a similar experience for customers across multiple “channels”, including in-store, desktop and mobile websites, customer support chatbots, social media, email, or digital marketplaces. Any of these interactions may appear in the “customer journey” that CJO tools help orchestrate.

Customer journey orchestration example

Say you’re an arts organization trying to boost ticket sales through Facebook ads. In this scenario, the first time a customer interacts with your brand could be a Facebook ad. They click through to your website and your journey orchestration engine has the website display a code for 10% off a ticket to a showcase event. The CJO platform’s algorithms identified the code popup as an interaction with a high chance of making the ticket sale, based on data about other users who clicked that ad.

If the customer gets tickets, or even if they don’t, the CJO tool continues to work with them. It may determine that purchasing customers tend to sign up for your email newsletter a few days after attending the event. For people who don’t buy anything on day one, the data could show that the best time to try and re-engage them is two days before the showcase by sending a reminder about your event.

Customer journey vs. customer journey orchestration

A customer journey describes the flow that a customer takes from their first interaction through all the other touchpoints with your company. An organization may have different kinds of customer journeys, such as:

• A customer who shops in a physical store before ultimately making a purchase on your website
• A customer who discovers your product through an online ad before placing a pickup order from a local shop.
• A customer who orders online only.

The customer journey is a holistic view of each of these customer experiences.

Customer journey orchestration is a process, usually enabled by a CJO engine or platform that uses the organization’s customer analytics to identify ways to build and enhance key customer touchpoints in real-time. While it works as part of the omnichannel customer journey, CJO tools focus on individual customers as they move through the customer journey.

Customer journey orchestration vs. customer journey management

Customer journey management is a broader term that refers to how multiple customer journey types are managed within an organization’s overall marketing strategy. Customer journey orchestration is an aspect of customer journey management that is specifically focused on providing real-time engagement for individual customers as they take the steps on their customer journey.

Customer journey management also includes researching, measuring, and optimizing these customer journeys, and works from a more segment-based approach . Rather than looking at what individual customers need as they move through the marketing touchpoints, customer journey management takes a broader perspective on how customer journeys are defined and mapped, and where customers begin their journeys.

What is a customer journey map?

The customer journey map is a visual diagram, often a flowchart, that showcases the full lifecycle of a potential customer’s path from learning about a company to becoming and remaining a customer. An organization may have multiple customer journeys, and a map for each. Creating maps is usually part of customer journey management, while CJO is an active process that uses your organization’s analytics, data, and experience to guide the customer’s journey in real-time.

A customer’s first interaction with your brand may be a social media ad, which is the starting point on their customer journey map. The map then charts all of that user’s interactions across each customer journey stage , often with branching points for choices they could make. For example:

• A branch on the map may describe the customer deciding whether to make a purchase.
• If they buy, their journey may include an email invitation to a mailing list.
• If they don’t buy, the next step in their journey could be an individual discount code by email.
• The map also includes post-purchase interactions, such as customer support or contract renewal.

This map helps the organization understand what customers need at various points on their journey. If the data shows that many customers drop off the customer journey at a certain touchpoint, or customers provide feedback about an email campaign, that data can provide you with key places to start refining the customer journey.

How customer journey orchestration works

The customer journey orchestration platform compiles data and presents personalized experiences for customers, then uses machine learning and artificial intelligence (AI) algorithms to enhance or replace manual marketing processes, such as A/B testing and batch data processing. The CJO tool can pull data in from a customer data platform (CDP) for processing, or use a composable CDP to use data stored in your data cloud.

These algorithms compare customer behavior patterns from successful interactions with unsuccessful ones in real-time, which allows the CJO engine to serve relevant content to customers faster than a marketing team could program manually. The platform then identifies customers at each stage of their customer journey, and tries to provide the most successful content, based on what has worked with similar customers at the same stage of the customer journey, and what similar customers seem to like.

Why is customer journey orchestration important?

Many customer journeys are not complete after the customer makes a purchase. While journey orchestration provides a way for marketing teams to attract customers with personalized campaigns, one of its key strengths is the ability to support ongoing customer engagement. Marketing and customer success (CS) teams don’t always interact with each other, which can lead to siloed experiences for the customer. With coordinated journey orchestration (often through a CJO platform) CS teams stay informed about marketing campaigns. That means customers reaching out for support are getting a more integrated experience.

How do marketers use journey orchestration?

A customer journey includes multiple points where a customer interacts with marketing assets. Journey orchestration uses real-time events and customer data to present those assets at key interaction points and on the customer's preferred channels. This allows marketers to optimize marketing strategies based on the results of those individual experiences.

For example, a SaaS marketer creates a graphic detailing the benefits of their service and a promo code campaign offering a discount on the user’s first month. The journey orchestration tool tracks customer journeys that include the graphic and identifies that it increases signups when presented before the promo code (as opposed to after). Using that data, the CJO platform sends future prospects the graphic first and emails them the discount code three hours later.

Benefits of customer journey orchestration

Implementing a customer journey orchestration platform is not an easy task, but there are multiple benefits not just for your marketing teams, but for the organization as a whole.

• Increased cross-team communication - Customer experience can suffer when teams work in data silos and don’t share customer information. For example, a customer reaches out to their sales associate for help on a problem, who passes them to the CS team without sending information about the customer relationship. That can force the customer to repeat information, which leads to frustration. A CJO tool can help close customer service gaps by fostering more cohesive communication and sharing information across teams.
• More complete customer data - Because CJO engines use data gleaned from all channels, including social media, chat programs, and web and mobile websites, these tools can create strong customer profiles. These profiles provide insightful data for teams to improve campaign performance and messaging decisions, providing the customer with a more personalized experience and stronger brand affinity.
• Identifying customer pain points - Customers don’t always tell you what they don’t like about your messaging or website’s functionality. The data from a CJO tool can provide you with trends that show which parts of the customer journey lose customers. If you see high engagement with a LinkedIn post, but low engagement with the website, it may indicate disjointed messaging or an intimidating web form with a lot of fields.
• Better customer lifetime value (CLTV) - Ensuring that customers have the most relevant information for them can lead to empowered customers and customer loyalty. Empowered customers who feel loyal, heard, and have relevant information can make better decisions about purchases they want to make, and may have a positive impact on their overall CLTV. For example, if a customer gets excellent technical support for a broken cell phone, then gets an email about the newer device, may start thinking about upgrading.

How can my team get started with customer journey orchestration?

Customer journey orchestration has benefits that touch not just the marketing teams, but also the sales, customer service, development, and executive teams. With that in mind, implementing customer journey orchestration will require cross-team coordination.

Remember: Throughout CJO implementation, some processes may change. While you want to have a clear plan before implementation, it’s important to remain flexible and make adjustments as you learn more about your internal CJO processes and tools.

Get executive buy-in

The customer-centric positioning of CJO may be harder to implement without support from the top. Someone in your C-suite should be informed about the progress of rolling out a far-reaching tool like a CJO engine. Getting executive team buy-in on board also signals the company’s investment in the technology, which can help remove obstacles further down the road.

Define the customer journey maps

Even if you already have customer journeys defined, you will want to record and revise those to ensure they are up-to-date. Involving the sales and customer service teams in the customer journey mapping process can help create a clear picture of their interactions with customers. They will have a helpful perspective on what pieces you can automate, which ones require a personal touch, and what some of the key customer pain points are.

Build marketing team collaborations

The collaborative nature of CJO processes means that your teams will need clear definitions of who provides what elements of each customer interaction. Determine who is responsible for which creative assets and customer interactions, getting as detailed as possible.

Get the data and technology teams ready

A CJO engine requires data and technology, which means involving your data and engineering staff early. The data team can provide a picture of the data you already have to help the tool ramp up faster. Depending on the journey orchestration tool you use, this may mean moving your data to a central cloud-based data warehouse . The engineering team can work with the vendor on making sure your technology stack is up-to-date and ready for the tool. You will all need to work together to ensure that the additional work of maintaining and processing the data does not overload those teams.

Unify your brand voice

Your marketers may already have a clear picture of how your organization presents itself, and what they want it to sound like to customers. However, some teams you work with may not. Create and share well-defined style guides, brand messaging cheat sheets, and other creative assets with the customer service, data, engineering, and sales teams. This can ensure that messages from different points in the customer journey sound consistent, even while providing personalized experiences.

Address CJO challenges

Adding a CJO solution to your organization will not improve the marketing program overnight. In addition to the training and experience that your teams will need to succeed, here are some key steps you can take to address potential challenges and minimize technical delivery issues:

• Define clear goals for each department : Customer journey orchestration is a process that relies on cross-team collaboration. Any teams that will interact with the tools will need to set clearly defined goals for the tool. This will likely require holding meetings with those teams to get input and buy-in, and may also require process maps and conversations with vendors to ensure these goals are achievable.
• Set starting points for the customer journey : Because the customer journey map is central to CJO, it is critical to understand where those journeys begin. They don’t begin or end with a customer’s first purchase, and failing to correctly identify those first interactions could mean missed opportunities. However, it may be best to identify some starting points may be best identified with data from the CJO engine, so create plans to periodically update customer journeys.
• Cover the costs : A third-party tool will cost money, but you may also need equipment to host it, training for any staff that will use it, and may need to cover other platform fees with the vendor. Ask your vendors about these potential costs before you sign anything.
• Consider the organizational structure : A CJO process is customer-centric, and your organization may not be structured in the best way to take advantage of what a CJO tool can do. Take some time interviewing teams to learn about where the silos are, and talk with your executive team about any changes that need to be mademad. Build a roll-out plan that includes time for staff to ramp up, for data collection, and for your teams to make necessary adjustments.

Research customer journey orchestration tools

CJO engines can operate as self-contained platforms, or they can integrate with existing customer relationship management (CRM) or composable customer data platform (CDP) tools. In some cases, the composable CDP may provide built-in journey orchestration tools .

Integrating your customer journey orchestration tools with existing sources of first-party data (data your organization gathers from customer interactions with your assets) allows you to use tools and data you already have for CJO.

Ask your vendor about integration options if you already have a CRM or CDP solution. However, using a CJO tool with a built-in CDP solution can reduce costs by requiring only one tool instead of multiple tools. There are many vendors that sell CJO tools, including:

• Madison Logic
• Pointillist
• Thunderhead

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The Marketer’s Guide to Customer Journey Orchestration

A deep dive into the nuances of connecting touchpoints and end-to-end journey orchestration to elevate customer experiences.

Table of contents

The current state of customer experience, what is customer journey orchestration, the defining pillars of customer journey orchestration, the difference between cjo, marketing automation, cjm, and rtim, how does customer journey orchestration work, key use cases supported by cjo, what are the benefits of customer journey orchestration, investing in cjo: 6 things you should know, why choose algonomy’s cjo, success stories, the future is dynamic journey orchestration.

In an ecosystem that is in perpetual flux, Customer Journey Orchestration (CJO) marks a new stage in the evolution of retail.

Dubbed the gamechanger in elevating the customer experience (CX), it has caught the industry by storm and continues to be the focus of conversation among marketers and retailers.

Yet, for all the interest it has sparked over the past few years, it is a topic that throws marketers off balance because it is often confused with related terms and tools.

So, what exactly is Customer Journey Orchestration? Why is it fundamental to improving the customer experience? How does it work and integrate into existing infrastructure? More importantly, how do you choose a Customer Journey Orchestration platform that works for you?

These are just some of the questions we will explore in this guide.

Buckle in as we deep dive into the what, why, and how of Customer Journey Orchestration.

Before we set out to define and understand CJO in its entirety, let’s first explore the current CX landscape that makes it a necessity.

Let’s face it, there will never come a time where the customer experience will conform to a set standard. It has, is, and forever will be in a state of constant evolution catalyzed by the customer’s changing behavior, advances in technology, and the aftermath of the global pandemic.

That said, it comes as no surprise that customer expectations have risen.

As a marketer, it falls on you to understand and bridge the divide between the customer’s expectation and the experience delivered.

Yet, this is where most brands fail to meet the mark.

According to Forrester VP and Principal Analyst Brendan Witcher, there is a huge gap between how brands think they are doing and the reality from their customers’ perspectives. A report by Forrester sheds light on this growing disparity. It finds while 89% of the brands claim they are investing in personalization to revamp the customer experience, only 40% of the customers say the information they get from brands is relevant to their tastes and interests.

But, why do these gaps exist? And, how can marketers proactively bridge this divide?

Let’s dive in.

In a time before the journey was central to the customer experience, marketers viewed the customer through the lens of business objectives. Interactions were manufactured with the singular intent of educating customers about products. Marketers aligned these interactions with events such as product launches. These interactions were linear, generic, and restricted to a handful of channels that marketers predetermined.

The dawn of the digital age marked a shift in this paradigm.

Technology has revolutionized communication and reshaped the way customers experience a brand. The steady incline in digital disruptions has birthed a plethora of digital avenues where customers explore, experience, and engage with a brand before making a final decision.

This increase in touchpoints between a customer and brand has recalibrated the customer journey and redefined the shopping experience.

Customers no longer perceive or limit their expeditions at brick-and-mortar stores as ‘shopping’. The lines have now blurred to include a matrix of channels.

Empowered by these advances, customers now demand to be met in moments where and when it matters the most to them.

Now, more than ever, to thrive in a highly competitive and crowded industry, marketers must be present, listen, and engage with customers on their turf. The need of the hour is seamless and consistent experiences that add value to the customer, where and when they require it.

Thus, the traditional linear monologue has been replaced with dynamic and real-time interactions between the brand and customer across channels, both online and offline.

This brings us to a pivotal question – how do you meet your customer in real-time where and when it matters the most to them? How do you interpret, anticipate, and orchestrate a dynamic and consistent experience before, during, and after a purchase?

The answer is Customer Journey Orchestration.

Customer Journey Orchestration is a unifying and customer-centric technology employed by marketers to connect and orchestrate every interaction across any or all channels along the customer’s lifetime journey.

The journey starts with the very first interaction a customer has with a brand. This could be as simple as engaging with an ad on Instagram. A CJO registers every subsequent interaction and orchestrates intent-driven journeys across the customer’s lifetime. The purpose of which is to drive value in each interaction by delivering highly personalized and contextual experiences across every touchpoint in real-time.

At its core, CJO enables the customer experience to evolve with the customer, no matter where or when.

CJO puts the emphasis back on the customer by placing them in the driver’s seat and letting them steer the conversation with the brand. It listens, learns, designs, and enables marketers to connect the dots along the journey.

Based on actionable insights generated from data gathered, CJO orchestrates omnichannel conversations and journeys to provide better end-to-end experiences. Simply put, by employing Customer Journey Orchestration, marketers can help customers get to where they want to go by enabling them with the information they require at each touchpoint.

Forrester Research defines journey orchestration platforms as those that “help fuse data across channels, touchpoints, and systems along the customer journey to design and plan current and future-state journeys, test and optimize journey hypotheses, and orchestrate tasks among stakeholders and with customers.”

Customer-centric with an ‘Outside-in’ Approach

The principal purpose of CJO is to deliver value in each moment of interaction. CJO achieves this by employing an ‘outside-in’ approach where the attention is directed towards the customer and their experience.

CJO listens, learns, and predicts what a customer wants and mobilizes solutions that cater to these wants. Simply put, it looks at marketing from the customer’s perspective.

Omnichannel Orchestration

CJO creates and delivers highly personalized and contextually relevant customer experiences across channels, both online and offline. It connects these various touchpoints to remedy content, data, and organization silos and pave the way for seamless and consistent experiences.

Automated Journeys

CJO automates the decision-making process to determine what happens next in a customer’s journey. This enables relevant engagement in the context of the journey the customer is in to motivate them on their path to conversion.

In this process, specific events predetermined by marketers are identified and configured to trigger the next best action after each event occurs. For example, welcome series emails, anniversary offers, and first-purchase feedback are actions in response to event triggers such as signing up for an email newsletter.

Real-time Analysis

The very essence of CJO is that it is a real-time process. It is a critical function that enables marketers to adapt to fluid scenarios and drive personalized experiences.

Data is gathered, registered, and analyzed in each moment of interaction across touchpoints to generate actionable insights. Leveraging its machine learning (ML) capabilities, CJO puts this insight into action to respond with contextually relevant experiences at preferred touchpoints as the moment unfolds. This process helps marketers identify and eliminate hurdles in the customer journey without bogging the experience.

Advanced Journey Analytics

Apart from providing marketers with a view of the entire customer journey, CJO employs advanced journey analytics to understand, test, measure, and influence the impact of each interaction across the customer journey. This data is analyzed to build comprehensive predictive models and follow-up strategies.

This is leveraged to design personalized omnichannel campaigns for each interaction using machine learning algorithms. These campaigns are  A/B tested and optimized in real-time to provide improved customer journeys.

To understand Customer Journey Orchestration, it is equally if not crucially important to understand what it is not.

The familiarity of the words and concepts present in ‘Customer Journey Orchestration’ often results in blurred lines and breeds confusion on what it is and is not. Though related intrinsically, CJO builds on these existing tools and takes it a step further in its function and purpose.

Here are a couple of approaches and tools often confused with Customer Journey Orchestration:

• Customer Journey Orchestration vs. Customer Journey Management

Customer Journey Management is the process of determining what information a customer needs to achieve a set goal. It relies on predefined segments to create a consensus on what action is required to motivate a customer from one stage to another.

Think of it as a funnel. Customer Journey Management provides predictive analysis on the best course of action to move the customer along their journey.

Customer Journey Orchestration, on the other hand, looks at the customer as an individual. It stitches together every interaction a customer has had and continues to have with the brand to create a holistic 360-degree view of the customer. This data is gathered and analyzed in real-time to help make intelligent decisions to enhance the customer experience at each touchpoint.

While customer journey management provides the best response, Customer Journey Orchestration puts that action into effect.

• Customer Journey Orchestration vs. Marketing Campaign Automation

Marketing campaign automation is an element of Customer Journey Orchestration. It features campaign-focused functions that automate monotonous and repetitive responses in interactions between a customer and brand. This includes email marketing and social media posting.

Customer Journey Orchestration takes on a more holistic and nuanced approach in comparison. It is journey-focused and comprises setting up a series of campaigns across the journey. This includes management, analytics, and optimization geared towards guiding customers along the various touchpoints.

• Customer Journey Orchestration vs. Customer Journey Mapping

Customer journey mapping helps marketers learn and understand the journey their customers are likely to voyage. It consists of creating a blueprint or flow of likely scenarios of how a company perceives a customer will engage with the brand.

Customer Journey Orchestration takes this one step further by putting this map into action, connecting the touchpoints of interaction, and providing customers with contextually relevant experiences across the journey.

• Customer Journey Orchestration vs. Real-Time Interaction Management (RTIM)

RTIM is an ‘in-the-moment’ decision engine that delivers appropriate content across channels and touchpoints. Though similar to CJO, the lines blur when it comes to its core function. The focus of RTIM is to improve business results, and every action is geared towards achieving its purpose.

Customer Journey Orchestration, on the other hand, gathers, analyzes, and orchestrates customer journeys in real-time to improve the customer experience. It is a customer-led function that aims to create value in each interaction.

An online retailer offering a customer offers on products they expressed interest in. Recommendations from a fashion house on items based on preference and taste. A notification from your grocery store about a restock and availability of viewed items.

These are some examples that showcase the different capabilities of a CJO to accomplish the same result – make a customer feel seen and valued.

While each example highlights a different function, the process of delivering meaningful and value-driven experiences along the customer journey can be divided into four steps:

Step 1 Audience Activation for Journeys

By integrating the CJO tool with a Customer Data Platform , CJO can activate the audience in real-time for engagement orchestration. CDP stitches customer data together to create a dynamic 360-degree view of the customer. CJO leverages this real-time view of the audience to understand contextual information and address customer intent.

Step 2 Journey Orchestration

CJO provides an interface to create automated journeys based on certain patterns. Marketers could also create custom journeys based on business needs. Journeys could be trigger-based or event-based.

When a shopper abandons a cart, an automated journey gets triggered to communicate with the customer with a certain message on a certain channel to entice the shopper to complete the transaction. This is an example of a trigger-based journey. While event-based journeys are communications sent on a customer’s birthday or appointment reminders.

A CJO automates such repetitive tasks and ensures the delivery of contextual, journey-based experiences at any point or time.

Using connectors, CJO integrates into various channels, such as email, SMS, mobile app, eCommerce site, POS, social media, and WhatsApp to deliver the next best action, and create connected and consistent experiences across the customer journey.

Step 3 Testing and Optimization

Leveraging AI, machine learning, and advanced analytics capabilities, CJO tests and optimizes every interaction to improve the customer experience along the journey.

Campaigns are A/B tested to assess the effectiveness of messages, custom offers, and content of every interaction. CJO can run tests on multiple variants of each message before publication to determine the best course of action. This is optimized at each interaction to systematically improve each message and experience, thereby enhancing the overall marketing ROI.

Step 4 Journey Analytics

Once an omnichannel campaign is published, CJO integrates with CDP to track and report on the performance of the executed journey. Marketers can leverage real-time insights on how a campaign is performing and how the customer is progressing in their journey. It covers metrics such as Open rates, Response Rates, CTRs, ROI, etc.

How Does CJO Work?

Step 1: audience activation, step 2: journey orchestration, step 3: testing & optimization, step 4: journey analytics & campaign performance.

Ecosystem Integration

Journey analytics.

Journey Strategy

Journey orchestration.

AI + Machine Learning

Journey optimization.

Campaign Performance

Quantifying cx performance.

Marketers know what customers want – consistent, hyper-personalized experiences at each moment along their journey.

The question is, how can marketers bridge this divide between expectation and experience? How can CJO help marketers deliver value to their customers in every moment as it unfolds?

Here are a few use cases that demonstrate how a CJO can orchestrate value-driven experiences:

Email Personalization at Open Time

Marketers who employ personalization in their email report a 27% higher unique click rate and 11% higher open rate than those that do not. While 52% of customers cite the absence of personalization in emails they receive from a brand for lost transactions.

Leveraging CJO, marketers can send targeted emails to specific customers that personalize content when the email is opened. This allows for dynamic updates to be made to the messaging and recommendations based on the latest activity and purchase in the journey. Advanced rules can be leveraged to drive rule-based abandoned cart, search, and browse notifications.

Real-time Offer Personalization

Marketers can instantly deliver customized content to an individual in response to their interaction with their brand. They can configure real-time triggers to showcase contextual and personalized offers based on preference and taste.

For example, marketers can display products with active offers, or, display high-affinity items on the shopping list and recommend substitutions or switch-outs. These actions can be triggered by predetermined events or activities such as add to cart, and app uninstall to display items based on preference and taste.

AI-based Guided Selling for Call Center Agents

CJO effortlessly remedies content, data, and structural silos within an organization to connect various internal functions and processes.

This provides every team across the organization with a holistic and unified view of the customer. This also helps marketers ensure that customers receive a consistent experience at any point of their journey, no matter the point of contact.

Marketers can now leverage CJO’s AI-based guided selling to offer customers a personalized experience through call center agents. These agents can access the full context of the customer’s profile to view information such as preferences, prior purchases, and real-time browsing history to tailor the conversation based on the customer’s intent.

Real-time Personalization at POS

Marketers can seamlessly transition and provide customers a tailored experience that extends from online channels to offline channels. Customer services representatives can now offer personalized printed coupons at an offline POS based on the customer’s past purchase, product view, and online behavior.

Real-time Intervention at Cart Abandonment

When integrated, marketers can leverage streaming transaction data on CDP to trigger automated journeys for customers in real-time.

For example, if a customer adds an item to cart but does not check out, a cart abandonment journey workflow is triggered automatically by CJO. This puts into motion a series of notifications at intervals reminding the customer of the abandoned cart.

Further, to motivate the customer to follow through on their intent, CJO can orchestrate customized offers on items in the cart.

Creating Omnichannel Engagement

Customers interact with brands across various channels. They look for information on social media, shortlist on an eCommerce site, and end up making the purchase in store. Besides, they may go off paths as well. Customers face a gap in their journeys as retailers do not cater to dynamic journeys. CJO not only helps know how the path flows but also connects every customer touchpoint and channel through the customer lifecycle.

Customer Journey Orchestration offers a breath of value to marketers and customers alike. In a world where customers are bombarded with content and marketing gimmicks every other minute, CJO helps marketers cut through the noise and deliver value in each moment. CJO helps marketers get it ‘right’ in every interaction.

Enhanced End-to-End Customer Experience

With the standard of customer experience evolving at a rapid pace, a robust CJO enables marketers to adapt, adopt, and thrive amid these changes.

Customers enter, engage, exit, and re-engage with a brand at various touchpoints spread across multiple channels and devices. Serving as the operational and execution hub, CJO draws from its comprehensive view of the customer to provide predictive and proactive actionable insights to enact the best response in every interaction.

CJO’s omnichannel experience facilitates a seamless and consistent experience so customers can pick up where they left off in their pathway to conversion at their preferred channel and moment.

Customer Engagement at Scale

CJO enables marketers to design, execute, and optimize omnichannel customer engagement programs at scale in real-time.

Automated Journey Logic, a key piece of CJO, systematizes the decision-making process to always ensure the next best action in the customer’s journey. This helps marketers scale their campaigns easily as the business grows. Based on predetermined events and triggers, the decision-making capabilities in CJO enables automated responses to micro-moments at scale. This helps marketers treat every customer individually.

Thanks to automated journey logic, marketers can speed up marketing, sales, and customer support processes to deliver real-time and consistent experiences along each touchpoint in the journey.

Increased Revenue

Implementing Customer Journey Orchestration has the potential to scale revenue considerably in the form of increased ROMI and CLTV, and reduced cost of acquisition and retention.

The testing and optimization of every interaction ensures the customer receives a personalized and contextual experience at each phase of the journey. This creates a value-driven approach to the CX and in turn drives better ROI.

According to BCG, organizations implementing Customer Journey Orchestration have achieved:

• Revenue Gains of 10-20%
• Cost Reductions of 15-25%
• Customer advocacy scores improvement of 20-40%

With 80% of frequent shoppers inclined to shop only with brands that personalize the shopping experience and 56% of online shoppers more likely to return to a website that recommends products, it puts into perspective the importance and necessity of personalization to not just survive but thrive in the retail landscape.

Further, according to Ernst and Young , for every $100 billion in assets that a bank has, it can achieve as much as $300 million in revenue growth simply by personalizing its customer interactions.

Enhanced Productivity

A robust CJO connects all the pieces of the puzzle, or, in this case, tools and technology across an organization, together to form a cohesive structure and process. By doing this, it eliminates data silos to improve cross-departmental functions. This greatly improves productivity across the organization.

Further, an AI and ML-powered Customer Journey Orchestration automates repetitive tasks which reduces the need for human intervention while maintaining accuracy. While intelligent decisioning enables faster, accurate, and effective insight-driven actions.

This enables the CJO to perform once manual and cumbersome tasks independently in a matter of seconds. For example, creating and sharing custom offers based on the customer’s journey.

Improved Customer Lifetime Value

Consistency is key to unlocking a seamless and exceptional customer experience. However, data silos, incomplete data sets, and a dearth of historical, behavioral, and contextual data can serve as hurdles to creating these memorable experiences.

CJO remedies these challenges by integrating with a CDP to stitch together a comprehensive and holistic view of the customer. This data is leveraged, analyzed, and synthesized into actionable insights that are predictive and proactive.

This is put into action by the CJO to engage with customers along each phase of the customer lifecycle, right from acquisition (campaign awareness), growth (cross-sell campaigns), to retention (offers and loyalty programs).

CJO offers customers a unique and evolving CX. One that is tailored to their journey. This provides marketers with a competitive advantage as customers are more likely to transact with a brand that makes them feel seen and heard, leading to increased acquisition, sales, retention, and CLTV.

The changing retail landscape and growing need to provide customers with a consistent and personalized experience across channels have led to a surge in the global journey analytics market.

With the market slated to reach $46.68 million by 2030, marketers have quickly realized the importance of incorporating Customer Journey Orchestration into their MarTech stack.

But how do you go about choosing a CJO that works for you?

Here are 6 things to bear in mind when considering a CJO for your business:

Seamless Integration

Think of CJO as a jigsaw puzzle consisting of interlocking pieces. While many of the available solutions feature pieces that seamlessly connect to form a cohesive process, there are some that were built with no foresight, and therefore cannot integrate into many MarTech stacks and legacy systems.

Further, some orchestration tools support integration with a limited number of channels which can prove troublesome in the long run. When considering a CJO, ensure that it is future-proof, adaptable, and scalable.

Journey-centric

A CJO cannot claim to be customer-led if it is not journey-centric. While many tools do boast of being capable of engaging with customers across channels, unless it provides marketers with a holistic view of the customer and their journey in real-time, it will remain a traditional campaign-driven approach.

When assessing a CJO, ensure that it consists of Journey Analytics, Journey Orchestration, and AI and ML capabilities. When combined, this must translate into a tool that studies the customer in real-time to provide insights that can be put into action to deliver exceptional experiences.

Real-time, Cross-channel Decisioning

Customers want to be met where and when they want. To meet this expectation, a CJO tool must be able to analyze, visualize, and orchestrate the next best action to an interaction in real-time.

To do so, AI-driven intelligent decisioning is a critical feature. Building on this, a CJO must allow for conversations across channels where the customer interacts along their journey.

Customer Journey Visualization

A key feature of CJO is understanding beforehand where the ‘hot spots’ and ‘bottlenecks’ are along a customer’s journey. Knowing this helps marketers proactively resolve issues to facilitate a seamless customer experience along the journey.

When in the market for a CJO, ensure that the tool comes equipped with robust Journey Analytics capabilities to provide marketers with deep insights on the customer’s journey from every minute detail of the customer to broader trends at scale.

Connect to Offline and Online Data Sources

To work as it should, a CJO must connect to multiple data sources across online and offline channels. These fragments of data are stitched together to create a comprehensive customer profile. This is critical to orchestrating value-driven journeys.

However, to perform this function, a CJO must be integrated with a robust CDP. When considering a CJO, check to see if it comes natively integrated with a CDP, or if this will need to fit into your existing stack.

Should this be the other way around, test to see that the tool is able to harmoniously integrate and access a wide range of data sources. Any limitation in the data sources will likely limit journey orchestration capabilities.

Data Compliance

Data is an immeasurable resource. Though pivotal to a CJO in orchestrating contextual and value-driven journeys, managing and operating data within the guidelines of privacy regulations can prove challenging.

When determining if a CJO is a right fit for you and your organization, consider the processes it has in place to regulate data, privacy, and security in accordance with globally recognized standards. Review the company’s accreditations to ensure that they are certified and compliant.

Algonomy’s Customer Journey Orchestration (CJO) is a specialized solution built for retail and consumer businesses. It leverages machine learning algorithms, advanced analytics, and micro-segmentation tools to automatically orchestrate, test, and optimize personalized campaigns to offer an end-to-end flow of tailored customer experiences.

What’s more, the CJO can seamlessly integrate with Algonomy’s Real-time Customer Data Platform (CDP) , empowering marketers with real-time audience activation capabilities in conjunction with customer analytics, campaign orchestration, and journey optimization capabilities. This allows for a more holistic approach to personalization and 1:1 engagement.

Algonomy Campaign

Real-time Customer Profiles

• Unified Customer View across online & offline channels
• Dynamic Audience Segments

Customer Journey Orchestration

• Triggered Journeys
• Event-based journeys

Campaign Analytics

• Campaign Effectiveness
• Real-time Insights

Campaign Management

• Campaign Calender
• Offer Personalization
• Email templates
• Mobile Push Notification

What Sets Algonomy’s CJO Apart?

• Built for Retail: Algonomy’s CJO is power packed with features that are retail-specific to accelerate time-to-value. In addition to supporting and offering coupon management capabilities, CJO comes with advanced personalization, supporting industry-specific use cases such as offer personalization for grocery.
• Supports Online and Offline stores: This includes direct channels (email, SMS, direct mail, WhatsApp), mobile channels (push notification, mobile in-app communication, and wallet), and AdTech channels (Facebook, audience export, and real-time API).
• OOTB Connector Ecosystem: You don’t need to rip or replace your system. Algonomy’s OOTB connectors enable flexible deployment and quick time-to-value.
• Seamless API-based Integration: CJO integrates into existing legacy systems and tools effortlessly. It is natively built for large-scale omnichannel execution and automation.
• Real-time Audience Activation: Facilitates hyper-personalized, journey-based customer engagement across online and offline channels.

Delivering Tangible Benefits: Here’s What We Have Done And Can Do For You

• 28% increase in email open rates for a US supermarket chain
• 26% incremental sales from targeted campaigns for a global pizza chain
• 4% growth in average customer spend for a retail chain in India
• 19% higher business from loyal customers base for a large retail chain
• 31X reduced time to create a promotion for an American Grocery Chain

Here’s a look at how Algonomy’s CJO scaled performance and revenue for our partners:

US Supermarket Chain Achieves 3X Incremental Sales and 2X Digital Adoption with Personalized Marketing and Automation

About the company.

Listed in Forbes’s top 500 private brands, the company is one of the largest privately owned retail chains in New England. The company specializes in grocery, fresh foods, pharmacy, and other prepared foods. It boasts of over 100 stores spread across Northeast USA and serves over 3.6 million customers.

With newer competition mushrooming in the grocery industry, the client was determined to retain its loyal customers and expand its customer base by moving to a data-driven, customer-centric marketing strategy. The company turned to Algonomy to help remedy the following:

• Generic communication
• Poor engagement on digital channels
• Inconsistent communication
• Internal inefficiencies

Leveraging Algonomy’s CJO, the company was able to deliver personalized and consistent weekly ads, recommended items, and loyalty emails across digital and newsletters to targeted segments. These assets also featured custom and personalized digital coupons.

As a result, the company saw:

• Increase in email open rates, from 15% to 22%
• 2X growth in the adoption of digital channels
• 4X growth in mobile app engagement
• 10% to 25% increase in digitally active customers

Leading Canadian-based Pizza Franchise Sees an 8% Increase in Overall Sales

The client is a franchise owner for a leading QSR brand in Canada. As part of their portfolio, they run the pizza business for one of the top 3 pizza brands in the world. They own and operate over 500 stores across 200+ cities, catering to over 50 million orders from 7+ million customers.

Despite being a large quick-service restaurant chain, the franchise relied on manual, Excel-based analytics reports to make decisions on campaigns and customer engagement.

The fundamentals of a single view of customers across digital interactions and store purchases were missing. This meant that marketing was not equipped with the right insights at the right time to drive effective communication that would resonate with the end customer.

By leveraging Algonomy’s CJO and CDP, the QSR was able to drive targeted messages and campaigns to their customers across journey and lifecycle stages.

With relevant and timely engagement, the client was able to enjoy an increase in repeat purchases, purchase frequency, and average order value. These efforts translated into the client seeing:

• 8% increase in overall sales
• 1% reduction in one-time purchases, and
• 16.5% increase in average recency.

Leading Multinational Conglomerate Tackles Data Silos and Missed Cross-sell and Up-sell Opportunities

The client is a multinational conglomerate that operates across 40 countries, driving over 30 businesses and 300 brands. With a heritage of 100+ years as a successful commercial enterprise, they serve as the master franchise for some of the leading international brands in retail, food & beverage, automotive, engineering, and credit, among others.

The presence of data silos within the conglomerate posed various challenges, namely:

• Missed cross-sell and up-sell opportunities
• No science behind marketing decisions
• Generic customer engagement, resulting in low response rates

Leveraging Algonomy’s CJO and CDP, the conglomerate was able to get a 360-degree view of customers across individual brands as well as at the conglomerate level. This was achieved by integrating transaction and customer information from multiple downstream systems to build a single source of truth.

With complete visibility of segmented data, Algonomy’s CJO delivered personalized, contextual messages through SMS, email, app push notifications, and other channels.

The client was able to provide omnichannel, customer journey-based engagement with end-to-end predictive LTV-based journeys which are dynamic and near real-time. The scale of campaigns improved manifold, covering cross-BU campaigns, reverse inactive and churn campaigns, win-back campaigns, etc.

Campaign automation resulted in productivity improvements with a 95% reduction in time for campaign management. As a result, the conglomerate witnessed:

• 10% lift in cross-brand communication
• 8% reduction in marketing investments
• 5% incremental value, and
• 1% reduction in churn

To thrive in today’s highly competitive retail industry, marketers must deliver individualized experiences in every interaction that go above and beyond expectations. According to McKinsey , 71% of customers expect companies to deliver personalized interaction. Therefore, Customer Journey Orchestration is no longer an option but a strategic imperative.

Algonomy’s CJO can help you reimagine your approach to customer experience with hyper-personalized omnichannel journeys.

Learn more about our CJO platform and request a demo here   .

Elevate Your Marketing with End-to-end Journey & Campaign Orchestration

Privacy overview.

Easter Eggstravaganza: Cracking Open the Best Marketing Strategies for 2024 and Beyond

About Journey Orchestration concept_nd3_mqt_52b

CREATED FOR:

Build real-time orchestration use cases leveraging contextual data stored in events or data sources.

Journey Orchestration is an application service integrated with the Adobe Experience Platform.

Journey Orchestration allows real-time orchestration powered by contextual data from events, information from the Adobe Experience Platform, or data from third-party API services. You can configure a custom action if you’re using a third-party system to send your messages. If you have Adobe Campaign Standard, you will be able to send emails, push notifications and SMS using the Adobe Campaign Standard’s Transactional Messaging capabilities .

In the event configuration tab, a technical user configures events expected in the journeys. The incoming events’ data is normalized following the Adobe Experience Data Model (XDM). Events come from Streaming Ingestion APIs for authenticated and unauthenticated events (such as Adobe Mobile SDK events).

In the data source configuration tab, a technical user configures:

• The different fields exposed from the Adobe Experience Platform in the journey designer for condition building and personalization purposes.
• The additional custom data sources that you leverage in the journey designer. Custom data sources are connections between Journey Orchestration and third-party systems or services via API. You can connect a third-party system such as a loyalty system. Third-party services can be, for example, a weather API.

With the journey designer, a business user can easily drag and drop an entry event, add conditions and specify the action to perform.

You then create conditions based on:

• data coming from the event payload
• information coming from data sources: Real-time Customer Profile data source or custom data sources

You can use the split condition to send people in the journey into different directions.

Using action activities, you can then send a message via a third-party system. If you have Adobe Campaign Standard, send real-time personalized SMS, push notifications or emails.

As Journey Orchestration is multistep, you can create advanced scenarios. For example, after a first event and action, you can drag other events. Then, you can add a second action, place a wait activity to wait for some time, add a split condition to push people to two different paths and then send different messages.

7 Data-Driven Ways to Improve Customer Journey Orchestration

Customer data platforms have enabled organizations to improve their customer journey management abilities. With a better understanding of data across channels, businesses can rapidly update customer profiles and almost instantly change targeting characteristics and customer touchpoints.

But despite improvements made possible by CDPs, new research from Treasure Data suggests that siloed systems, reactivation and disjointed customer experiences remain ongoing challenges when keeping up with changing consumer needs.

Companies must now move beyond simply using data to understand the customer journey. They must orchestrate them by breaking down silos to provide deeper levels of personalization that’s relevant to real-time buying behaviors. This need is changing the way customer journey leaders view the martech stack, with 62 percent of organizations somewhat or extremely likely to adopt tools that allow them to aggregate all of their customer journey data within one location.

What does customer journey orchestration look like?

Customer journey orchestration works across all stages of the customer lifecycle. Consider, for example, buying a car.

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First, there is a paid media and/or social media-based engagement at the “unaware” or “acquisition” phase. This is where a shopper becomes aware of the brand via a series of media exposures. Once the shopper visits the car company’s website and fills out a form, an awareness journey begins. When the shopper goes to the dealership to set up a test drive, this could trigger bottom-funnel conversion tactics that focus on the benefits of the relevant vehicles that the individual is considering.

These experiences are tailored to the individual based on their most recent interactions with the brand, regardless of whether the interaction takes place on a website, at a dealership, through social media, or via a phone call to the contact center . The timing, channels, and content of the customer journey are personalized based on all previous interactions to fit the customer’s preferences and needs for maximum relevance and impact. Customers learn about the product that is most likely to interest them, at the pace that they want to go.

Choosing the right customer journey orchestration tools 

Customer journey management means different things for different organizations. At Treasure Data, we’ve identified seven ways to achieve effective customer journey orchestration, and the types of tools needed to achieve those goals.

• Take an omnichannel approach Enable journey orchestration across channels and business units to deliver a seamless, personalized journey across the full customer lifecycle . Look for a CDP that provides adequate customer context across channels and lifecycle stages to create a frictionless experience and enhance the quality of customer interactions.
• Unite customer data Unite customer data and insights to make individual touchpoints smarter. Unified data allows the ability to suggest the next best action in a customer’s journey, like the right channel to engage with personalized messaging, or the right product or service to offer, improving sales, marketing ROI, and boosting customer retention. Some non-CDP customer journey orchestration tools often rely on a limited set of data and insights, with inconsistent rules defined for each channel. Look for tools that can broaden your dataset to provide deeper levels of personalization and smarter recommendations.
• Use predictive analytics Combine customer data and predictive analytics to create different customer journeys based on predicted customer lifetime value, whether it’s loyal, high-value customers, new or lapsed customers, and customers with a high likelihood to churn.
• Make messaging consistent Empower marketers to deliver different omnichannel experiences to different types of customers. Through orchestration, marketers can ensure messaging remains consistent and contextual at the right stage of the customer journey, delivered through a customer’s preferred channel to interact.
• Adapt quickly to customer needs When a customer buys, converts, or has significant interactions, a good customer journey orchestration tool quickly registers the change, updates the profile, and triggers other specialized martech to activate their capabilities. For example, activating an email or text management platform to send appropriate customized communications.
• Design for flexibility Tools should integrate seamlessly with a wide range of technologies to leverage the special capabilities of each platform, while updating a centralized database . Ideally, orchestration tools are developed with flexibility in mind, accommodating the addition of new tools and channels over time to enable a future-proof customer journey system.
• Make it easy to use Equip marketing operations teams to do more. No-coding-required capabilities and easy-to-use interfaces make it easier to scale, integrate, and deploy without relying on IT or data engineers.

Customer journey management requires coordination across different parts of the organization, with data used to uncover insights and drive decisions at every step of the buying experience. Orchestration takes this a step further by aligning people and processes to drive consistent, relevant, and engaging customer experiences.

To learn more about the future of customer journey management, explore the full report here. To learn more about Treasure Data’s customer journey management capabilities, request a demo now .

• Report: ‘Chaotic’ Customer Journeys Reveal Data Management Challenges New research from Treasure Data reveals how companies are redefining what customer journey management means across their organizations to deliver more personalized omnichannel customer experiences.
• Flawless Customer Data Orchestration: A Marketer’s Guide Customer data orchestration is an automated set of processes for efficient, personalized, effective marketing. This article explains these processes, and discusses how the right Customer Data Platform (CDP) choice makes it easy.
• Report: Lack of Unified Data Operations Limits Companies’ Ability to Improve CX A new WBR Insights report looks at companies’ data management in their operations and finds interesting links between using unified data management and the ability to improve customer experiences.

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Top 10 journey orchestration platforms.

The B2B buyer’s journey involves many interactions with the company that eventually gets the sale. Succeeding in today’s competitive, multi-channel selling environment requires orchestrating the buyer journey, anticipating the turns, and providing relevant information to guide the buyer toward the right solution.

Effective journey orchestration requires ongoing tracking of your leads at the account and individual levels. It also demands a deep analysis of their behaviors and interactions to generate insights into their journey’s progress and their purchasing intentions. With as many as 59% of B2B buyers doing purchasing research through the web and other online channels, you need to capitalize by delivering the right content to those buyers through the right channels at the right moment.

Journey orchestration platforms make it possible to provide automated, real-time delivery of relevant, personalized content that moves leads further down your sales funnel. These solutions make it easier to translate your customer data into actionable insights for sales and marketing. In this post, we’ll review the top ten journey orchestration platforms on the market.

What is Journey Orchestration, and why do you need it?

A buyer’s journey consists of every interaction the buyer has with the seller. It begins when the buyer realizes they need whatever the seller is selling, but it doesn’t necessarily end when the sale is completed. The buyer journey continues through their onboarding, continued use of the product, and loyalty and advocacy for it. Journey orchestration is anticipating and managing these interactions to optimize the customer experience and make them more likely to purchase from you in the end.

Journey orchestration is anticipating and managing these interactions to optimize the customer experience and make them more likely to purchase from you in the end. To orchestrate a journey, you need to understand what stage of the journey the buyer is at.

To orchestrate a journey, you need to understand what stage of the journey the buyer is at. They may be just starting to gather initial information, evaluating a field of options, or trying to narrow down a final decision. Knowing this allows you to understand their most urgent questions and concerns. With that information, you can provide buyers with highly relevant, personalized content that answers their questions and encourages them to advance their journey by engaging with you further.

What are Journey Orchestration Platforms?

Journey orchestration is a data-driven process that has to happen in real-time. Journey orchestration platforms are smart software tools that allow you to pull it off effectively.

There are many technological functions that go into journey orchestration. This includes capturing, tracking, and analyzing customer data across as many touchpoints as possible, such as your website, advertisements, and social media. Journey orchestration software generates insights from that data, often with help from artificial intelligence.

Journey orchestration platforms can include account-based marketing functions to help you identify organizational targets and optimize your engagement strategy. A full-featured platform should also help you generate, organize, and personalize your content. Ideally, it will also deliver your content through the most likely channels to reach its targets.

How to choose the right Journey Orchestration Platform ?

For any platform to be able to call itself a complete journey orchestration solution, it needs to be able to handle three things: customer data analytics, content management, and content delivery.

In practice, a journey orchestration platform should be able to identify accounts for you to target, select content with a high chance of converting them, and deliver that content over the targets’ preferred channels. It should also be able to track and report on your sales and marketing KPIs, so you’ll know whether or not it’s working and worth the investment.

Some platforms are built with the needs and experiences of specific industries or sales environments in mind, so it’s essential to look closely at any unique features they offer.

Top 11 Journey Orchestration Platforms

Here are today’s top journey orchestration platforms, designed to make it easier for your B2B organization to enjoy the benefits of effective buyer journey orchestration.

1. Trendemon – Best for B2B marketing

Trendemon is an account-based marketing platform that accelerates your sales pipeline by serving your customers personalized content that is most likely to convert them at that moment. By providing accurate revenue attribution for your digital assets and detailed maps of the journeys your buyers are taking, Trendemon empowers B2B sellers to deliver optimized content recommendations and calls to action.

Pros: Easy to set up and use, with helpful data visualizations and an excellent customer support team.

Cons: Users would like more UI customization options.

Pricing: $2,599 per month for the Basic plan, $4,099 for Pro. Custom plans and a 30-day free trial are also offered. Reviewer Says : “As a digital marketer, I worked with several web personalization and funnel mapping tools, but none perform as well as Trendemon.”

2. Qualtrics – Best for SaaS companies

Designed to provide insights into customer sentiment and intentions, Qualtrics is a big, feature-rich platform that uses surveys and other information-gathering methods to obtain as much intelligence as possible about your buyers. Qualtrics is primarily a data analytics solution that deals with the entire customer experience rather than narrowly focusing on sales.

Pros: Many useful features, including good visualization tools.

Cons: Customization and data organization options can be limited.

Pricing: Starts at $1,500 per user, per year. A free trial version is offered.

Reviewer Says : “There is always a way, if not straightforward, then a roundabout way of getting things done in Qualtrics.”

3. 6sense – Best for lead generation

This platform aims to help B2B sellers convert more of their pipeline into revenue by shedding light on what they call “the dark funnel,” buyers whose interests remain opaque because you can’t identify them when interacting with you. Instead of ignoring anonymous buyer signals, 6sense attempts to analyze and translate them into content recommendations, targeted outreach, and other actions.

Pros: The information-rich dashboard makes it easy to find new prospects to contact.

Cons: There are some issues with integrations, loading speed, and accuracy.

Pricing: By inquiry.

Reviewer Says : “Just make sure to use all your resources and look at all of the information available through the tool before reaching out to a prospect. It can help a lot with conversations.”

4. Genesys – Best for eCommerce

Genesys Cloud CX is primarily designed for call centers and voice communications. It offers AI-powered personalization and insights for seamless messaging across all channels. This platform uses real-time analytics and live dashboards to convey important context and details to your sales team.

Pros: Excellent audio quality on the VOIP phone tools.

Cons: Occasionally produces some errors and glitches.

Pricing: $75, $110, or $150 per user, per month, depending on your chosen plan.

Reviewer Says : “Once you are familiar with the best way to search for calls and how to utilize a call page to get information, then the software is easy enough to use. In terms of profile information for agents, it works well.”

5. Thunderhead – Best for Real-time Interaction Management (RTIM)

The Thunderhead ONE Engagement Hub is another platform that uses AI to help sellers understand the journey their buyers are undertaking. Thunderhead ONE uses listening tools to identify customers and their intentions. Then it builds adaptive profiles to help salespeople and marketers engage them in more relevant conversations.

Pros: AI-powered insight visualizations are provided.

Cons: Some users report issues with code merge and automated deployment.

Reviewer Says : “Very pleased with their support and willingness to work with us to ensure a successful implementation and rapid realization of benefits.”

6. Alterian – Best for Customer Journey Analytics

The Alterian Real-Time CX Platform uses fast, predictive analytics to inform effective orchestration efforts across your marketing campaigns and messaging channels. This platform is intended to help you deliver consistently relevant, personalized experiences at every customer touchpoint.

Pros: The journey orchestration playbooks can be very helpful.

Cons: The pricing is on the expensive side.

Reviewer Says : “Our employees appreciate the speed, ease of learning, and customer service the software offers.”

7. HubSpot Marketing Hub – Best all-in-one solution (with HubSpot CRM)

This all-in-one platform offers a vast arsenal of marketing tools. It can easily leverage the data in your HubSpot CRM to generate sales insights and guide your content personalization efforts. The Marketing Hub’s features go beyond journey orchestration, covering most of your bases for a modern digital marketing campaign.

Pros: An intuitive interface with loads of features and customizable templates.

Cons: Challenging to find your desired features or options.

Pricing: The starter plan is $45 per month, $800 for Professional, and $3,200 for Enterprise. There’s also a free version and free 14-day trial offers for the Professional and Enterprise plans.

Reviewer Says : “HubSpot’s Marketing Hub is very clean and easy to use; it is also relatively fast. One can see that a lot of thought has gone into building out the system.”

8. Insider – Best AI-powered Platform 

Built as a platform for individualized customer experiences across various channels, Insider connects disparate data points to gauge customer intent and predict future behavior. It enables sales and marketing teams to personalize even the most minor interactions.

Pros: Insider gets high marks for its knowledgeable and attentive customer service team.

Cons: Loading times are occasionally slow, and learning all of the ins and outs of the platform can be challenging.

Reviewer Says : “We like how Insider offers the whole package, from integrating the platform to analyzing user behavior, creating 1:1 journeys, and collecting customer feedback.”

9. Demandbase ABM/ABX Cloud – Best for account-based marketing (ABM)

Designed to be a smarter ABM platform, Demandbase leverages account-level insights to help marketers and salespeople minimize irrelevant interactions. This platform helps you identify the right individuals to target through predictive analytics, then engage them more effectively. 

Pros: ABM-focused, highly customizable, and provides accurate real-time insights.

Cons: This platform has a fairly steep learning curve, which can feel daunting for new users.

Reviewer Says : “Ensure your entire team is attending appropriate meetings and training requirements, it will make the tool more powerful and your team more successful.”

10. Madison Logic Platform – Best for ABM advertising and content syndication 

Madison Logic Platform is another ABM-focused solution that finds the most influential buyers to target and uses data insights to convert them as efficiently as possible. By using content syndication, social advertising, and other online channels to get your messages across, this platform strives to boost engagement and shorten sales cycles.

Pros: A reliable platform with a robust UI.

Cons: The customer personas aren’t accurate at all times, and the dashboard doesn’t display all the information you might want.

Reviewer Says : “We are able to turn the intent signals that Madison Logic provides us with into leads with a real business potential.”

Every Great Journey Starts with a Single Click

Mapping out the journey that buyers take through your marketing content is an excellent strategy to better understand what they want and what they’re thinking, but your efforts can’t end there. The next step is to orchestrate their journeys, which requires accurately predicting where they will go next and how they will respond to the content you provide. To do this effectively, you need software platforms that can orchestrate the buyer’s journey to a successful conversion.

The proof of optimal orchestration is in the results. Trendemon can identify content assets with a verified track record of generating revenue and conversions and deliver them for maximum impact. Sign up for a live demo to see how Trendemon can help accelerate your buyer journeys, close more deals, and keep your sales pipeline full.

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What Is Customer Journey Orchestration?

Table of Contents

A customer journey is the sum of every interaction that a customer has with your brand. It starts from the first moment they see your ad, to their satisfaction survey response. However, individual journey steps go nowhere without an well-laid path.

WHAT IS JOURNEY ORCHESTRATION?

Customer journey orchestration  bridges the gaps between teams and systems to actually manage the customer journey , not just let it happen. The process links what once were ad-hoc interactions into a series of compelling interactions. No matter when and where customers interact with your brand, journey orchestration helps build customer engagement and loyalty. Traditionally, customers interact with a part of the business like marketing, sales, or service. Unfortunately, their experience often has inconsistencies when moving between the siloed experiences that organizations create.

KEY JOURNEY ORCHESTRATION USE CASES

Customer journey orchestration is ultimately about delivering great customer experiences. Whatever form that takes at your business, it requires connecting channels, creating more individualized experiences, and empowering employees with more data, all along the entire lifecycle of the customers. Generally, businesses employ orchestration when they want to listen to customers, understand their needs and desires, decide on the next best action and act in real time. These examples are some of the most frequent use cases in the customer journey space and solving for them can put any business on a fast track for success.

While these are far from the only use cases, they represent the wide applications that this powerful technique can have for proactive businesses.

PERSONALIZED COMMUNICATIONS BASED ON CROSS-CHANNEL BEHAVIOR

One of the key frustrations for customers is  an inconsistent experience . Often, when changing from mobile to social channels, or from web to in-app experiences, customers face inconsistencies that thwart great experiences. To a business, each of these may be the domain of a different team, but for customers, they’re all part of the same organization. One application is to listen across all channels to sync messaging and experiences. This might mean changing an email cadence to react to digital behavior or it may be altering the website to direct concerned customers to service while they’re having a problem.

CLOSING CUSTOMER SERVICE GAPS

Few things are more frustrating than having to make a second call to customer service- especially if it’s impossible to speak with the person who originally helped you. The reasons for this are varied, but first call resolution has become  a major push  for customer service organizations as a result. What customer journey orchestration cannot only make first call resolution more likely, but also make future calls less frustrating if a single call cannot resolve a complaint. By connecting data about the customer’s experience, a well-orchestrated journey management tool can flag a customer who is likely to reach out—and for what reason. When connected with CRM data and powerful decisioning capabilities, customers can be routed to agents that they’ve had positive previous experiences with or simply provide agents with all of the relevant information at a glance.

CROSS-CHANNEL LEAD PRIORITIZATION AND NEXT BEST EXPERIENCE

Often, modern businesses have multiple business units attracting the same customers. For example in the banking space, customers for mortgages might also be in the market for credit cards, auto loans and other financial services products. Managing communications across business units is a key function. Where traditional campaigns would slot a customer into each relevant communication stream, customer journey orchestration allows organizations to create the right message for each individual. By shifting the focus from selling a particular product, to delivering the right message for the individual , businesses are able to achieve their goal of increased sales while also creating better customer experiences.

WHAT CUSTOMER JOURNEY ORCHESTRATION IS NOT

While customer journey orchestration connects many pieces of technology and practice, it can often be confused with related terms and tools. This section is to identify some of those most common sources of confusion and provide clarity.

CUSTOMER JOURNEY ORCHESTRATION VS. CAMPAIGN MANAGEMENT

Campaign management helps companies execute a single campaign, possibly connecting information from one campaign to another, but isn’t designed to be a holistic view of individual customers. It is a paradigm shift to move from campaigns to journeys. This means orchestrating many campaign elements in real time. It’s more than just several interconnected campaigns, but can look like many campaigns, and potentially hundreds of triggers/behaviors being calculated at once. Where campaign management puts customers into a campaign, customer journey orchestration gets your systems working in harmony to deliver an experience for the customer at their own pace, across any number of campaigns, programs, or experiences.

CUSTOMER JOURNEY ORCHESTRATION VS. CUSTOMER JOURNEY MAPPING

A map is often the first step to creating a journey, but journey orchestration goes much further than that. While customer experience leaders have been making maps for years, journey mapping is often a goal in its own right. The difference is that while mapping helps marketers and CX leaders understand the journey, orchestration is about influencing the journey as it occurs. Where mapping shows connections between systems, orchestration makes those connections and delivers experiences across them.

CUSTOMER JOURNEY ORCHESTRATION VS. A DATA CONNECTION PROJECT

While you always need good data in order to get good results from customer journey orchestration, most businesses actually already have the data they need, they just need it to be connected together. Where a data project can take years and result in no organizational changes, implementing journey orchestration can have extremely rapid results. Not only that, data connections are nothing without a real-time personalization engine to intelligently direct data where it needs to go and better still, to do something with that data. Data is only as good as what you can do with it.

CUSTOMER JOURNEY ORCHESTRATION VS. CUSTOMER EXPERIENCE

The key difference between these two is that customer experience is a wide field, often including things that journey orchestration isn’t or doesn’t do, or that a perfectly good journey orchestration strategy wouldn’t involve. Customer experience is about having a holistic view of the entire customer.

Customer journey orchestration is about enhancing that experience in real time. Not just understanding or working with the customer experience, but rather making connections and automating experiences. The strategy, technology and operational success within customer experience comes from orchestrating those experiences into a consistent introduction to your brand. Journey orchestration is a powerful tool in the arsenal of anyone interested in delivering a great customer experience.

WHAT IS CUSTOMER JOURNEY ORCHESTRATION TO YOU?

The traditional campaign management viewpoint has shifted. More than just a series of interactions, it’s an intervention in the entire customer lifecycle, connecting touchpoints to enable an incredible customer experience .

For modern enterprise businesses, making incremental change across hundreds of thousands or millions of customers can have an enormous impact on the bottom line. Customer journey orchestration delivers proven results that can make those changes. As markets demand businesses to do more than just deliver incremental returns and instead deliver revolutionary customer experiences, orchestration supports responsive, adaptive and individualized experiences to each customer.

Article 4 min

Customer journey orchestration — tools to create seamless experiences

May 4, 2022  

From the client point of view, the customer journey should be quick and straightforward. But to ensure trust, security and compliance, organizations need multiple services and applications to work together seamlessly. Customer journey orchestration tools sync workflows to ensure the proper checks are done in the correct order and information is shared appropriately with all systems and people.

The complexities of onboarding new customers are immense. It’s one thing if you are offering one product to one market. But the global opportunities for doing business mean that you often have multiple jurisdictions, products and risk scenarios to consider. Add on top of that different tools and numerous internal teams, the number of paths and permutations becomes an operational challenge.

Not only do the tools need to work together, but they also need to be:

• Quick Slow, cumbersome processes will agitate customers and might lead to abandonment. With properly designed workflows, onboarding is relatively quick and encourages the customer.
• Accurate Information that is not collected, misassigned or neglected leads to bad outcomes, from missed opportunities to wasted time. Effective customer journey management helps ensure that everyone has the correct information to do their job.
• Holistic Without considered scenarios, automation can’t do its job, creating false positives or weak checks and balances. Workflows that are robust and adaptable enable the ability to refine processes to better match real-world inputs continually.
• Scalable More stakeholders, tools, markets and customer journeys can bog down processes. The ability to scale a quick, accurate and holistic customer journey orchestration solution will help future-proof your organization for continual customer growth.

Getting all your tools and services harmoniously working together is a powerful vision to serve your customers better, coordinate your people and deliver excellent sign-up experiences.

Risk-based automation workflows

Customer journey orchestration is about deploying a coherent risk-based approach . Every customer journey is different and poses a unique risk scenario that requires appropriate management controls.

To simplify the process, automation workflows:

• Take in data
• Perform checks and analysis
• Proceed to the appropriate next step of the journey

The critical concept is the appropriate next step ; what workflow path will go next? This decisioning step is about taking in all the relevant information and branching to the correct path for that scenario.

Understanding all the different trust and risk signals and how they work together is fundamental to creating effective workflows. What tool or service is that information available from? How accurate is that information? What happens if the information is contradictory, vague or missing? Orchestration that doesn’t consider all the options is not fulfilling its mission.

That’s not to say there’s an optimum workflow. Instead, it’s about finding the right balance for your risk approach and organization. Measuring successful automation workflows is about finding the correct levels for:

• Safely speeding most customers through onboarding
• Detecting the majority of questionable activities
• Minimizing manual checks

Having automation deal with most journeys allows your organizational talent to focus on edge cases and understanding analytics to improve program performance.

Orchestrating onboarding workflows

Building onboarding workflows was traditionally in systems integration and custom coding. As each application needed its development efforts, costs and deployment time was considerable.

The surge in the use of APIs has made integration quicker and simpler. But dedicated development resources are still required for initial builds and continual improvement; building and optimizing customer journeys are ongoing as new requirements, fraud techniques, and operational feedback require refinement.

The next generation of customer journey orchestration is using no-code development tools. Instead of traditional hand-coded computer programming, this lets you create workflows through a graphical user interface (GUI) and configurations. It gives people with limited or no programming knowledge the ability to develop and refine complex operational workflows.

Instead of waiting for developers, your compliance, risk, and fraud experts can build and manage customer journeys. And as they are the experts in creating your risk management strategies, they can quickly devise and revise workflows that fit your needs.

No-code development speeds up the delivery of workflows and optimizes onboarding teams. You can build compliant, best-in-class flows for every process. And you can launch completely digital client onboarding flows in minutes, not months.

Customer journey orchestration tools will help you fine-tune your onboarding program by improving experiences, coordinating your risk-based approach, and increasing your opportunity to refine and optimize processes.

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• Adobe Journey Optimizer

ADOBE JOURNEY OPTIMIZER

Customer engagement at the right time, on any channel..

Adobe Journey Optimizer is a single application for managing scheduled cross-channel campaigns and trigger-based one-to-one engagement for millions of customers —and the entire journey is optimized with intelligent decisioning and insights.

Watch overview Take a tour

Adobe Journey Optimizer unlocks real-time personalization.

Built natively on the Adobe Experience Platform, Journey Optimizer lets you manage customer engagement across inbound and outbound channels using real-time insights and AI-driven decisioning so you can engage one customer — or millions — with relevant experiences anytime, anywhere.

• Real-time profile & insights
• Omnichannel orchestration
• Personalized offer decisioning
• Customer lifecycle engagement

Real-time experiences. Real-time customer action.

Create the foundation for personalized journeys with a unified customer profile and real-time insights.

• Real-time profiles built from both online and offline data.
• Identity resolution, centralized audience management, and real-time messaging triggers.
• Unified metrics framework across Journey Optimizer, Real-Time CDP, and Customer Journey Analytics for consistent measurement.

Real-time journey orchestration.

Orchestrate and automate journeys based on real-time behavior, contextual changes, or business signals — all from a single application.

• Omnichannel journey designer
• Drag-and-drop message designer
• Visual authoring for web push messages and web in-browser messages
• Code-based authoring for nonvisual or server-side surfaces
• Digital asset management
• Guided channel setups for streamlined configuration

Real value added to the customer journey using generative AI.

Personalize engagement at scale with centralized decisioning, experimentation, and intelligence so you always deliver the “next best offer.”

• Central offer management helps enable reuse and govern eligibility.
• Intelligent offer decisioning defines the best offer for the customer and allows you to place it in any channel.
• AI decisioning optimizes journey pathways based on defined goals.

Engage customers at every step of their journey.

Manage broad marketing campaigns and personalized, one-to-one interactions alike to stay top of mind no matter where your customers roam.

• Audience-based marketing
• One-to-one customer marketing
• Business-driven segment updating
• Immediate burst messaging

The latest innovations for Journey Optimizer.

• Engage customers across additional channels with visual authoring for web push messages and web in-browser messages, as well as code-based authoring for nonvisual or server-side surfaces.
• Measure impact consistently and accurately with a unified metrics framework across Journey Optimizer , Real-Time CDP, and Customer Journey Analytics.
• Use AI decisioning to identify the optimal pathway for a customer to flow through their journey based on your defined goals.
• Make next-best-offers available at any point in the journey, across multiple channels.
• Speed up new channel configurations with guided channel setups for web and mobile apps.

Better define journeys and evolve how you deliver experiences.

Simplify management

A single application for omnichannel campaigns and real-time engagement.

Improve engagement

Personalized content based on profiles updated in real time.

Increase conversion

Data-driven insights with instant views into journey progression.

Speed time to market

Modern UX with journey templates and AI-powered workflows.

Scale as you need

Cloud-native scalability and agility with API extensibility.

The Total Economic Impact™ of Adobe Real-Time Customer Data Platform, Journey Optimizer, and Customer Journey Analytics.

Learn how this Adobe solution delivered a 431% return on investment.

Read report

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BETTER TOGETHER

Journey optimizer + real-time cdp..

Pair Real-Time CDP with Journey Optimizer to build unified profiles and actionable audiences while creating, orchestrating, and delivering personalized customer experiences from a single platform.

“We can feed profiles into Adobe Journey Optimizer to deliver more relevant emails and other communications across channels. We’re even looking to use location information through the mobile app to activate location-based communication. If a tourist is walking near a museum, it can trigger a push notification or email inviting them to visit.”

Francesco Paolo Schiavo, Director General at the Italian Ministry of Tourism

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Questions? We have answers.

Adobe Journey Optimizer is an agile, scalable application built on the Adobe Experience Platform for orchestrating and delivering personalized, connected customer journeys across any app, device, screen, or channel. It lets brands optimize and personalize experiences across the entire customer journey — whether it's a brand-initiated engagement like weekly promotional emails or personalized real-time interactions, such as providing customers with contextual information as they engage with products or services they've purchased from your business.

Brands can use a single application to put consumers at the heart of the customer journey, whether orchestrating individual campaigns or intelligent management of the entire customer journey.

Adobe Journey Optimizer — built on the Adobe Experience Platform — enables journey orchestration, customer segmentation, and content and delivery capabilities all within a single solution. Capabilities include intelligent personalization, dynamic customer journey designing, and real-time insights.

Adobe Journey Orchestration lets you tailor individual journeys for customers based on their prior preferences and behaviors.

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Expanded SAS Viya uses generative AI to accelerate customer productivity

Leading data and ai platform helps explain and integrate large language models to augment existing processes; sas data maker will address critical challenges without compromising sensitive data.

So many organizations have jumped on the generative AI  (GenAI) bandwagon in the last year, but are those efforts delivering results yet? If the organization uses the SAS® Viya® data and AI platform, the answer is a resounding yes. Infused with large language model (LLM) orchestration strength, SAS Viya is already helping customers accelerate efficiency and productivity. Throughout 2024, SAS will continue delivering innovation by broadening its trustworthy GenAI footprint with the introduction of its own synthetic data generator – SAS Data Maker – and by offering industry-specific GenAI assistants. 

Learn more about Viya LLM orchestration and other GenAI capabilities in this solution brief: Accelerate productivity with generative AI and SAS Viya .

“SAS’ guiding principle is everyone should be able to query data and perform complex analytical operations in every phase of the data and analytics life cycle, and generative AI is crucial in this democratization journey,” said Wiktor Markiewicz, Senior Market Research Analyst at IDC. “But most leaders don’t understand AI technology and how they can apply it meaningfully. Having an already trusted data and AI platform available removes the guesswork and kickstarts the generative AI journey.”  

Georgia-Pacific and wienerberger rely on SAS Viya for AI and GenAI capabilities

Manufacturer Georgia-Pacific is a SAS customer using Viya. “When challenges emerge with our manufacturing equipment or process, we leverage sensor data, business rules, recommender systems and generative AI to suggest the appropriate next best action and resolve the problem,” said Roshan Shah, Vice President, Collaboration & Support Center, Georgia-Pacific. “Streaming analytics and intelligent decision management support from SAS Viya helps us capture immediate value by making the right decisions as events occur.” 

About Georgia-Pacific, SAS Executive Vice President and CTO Bryan Harris said, “One of SAS’ core strengths is our deep bench of industry knowledge. We understand manufacturing, and we understand Georgia-Pacific’s unique challenges. We help them appropriately scale LLM orchestration and manufacturing-specific GenAI assistant strategies so their employees can use those cutting-edge applications to troubleshoot real-time operational issues.”

Global brick manufacturer wienerberger also uses SAS for AI support. The company reduces energy consumption, cuts greenhouse gas emissions and improves product quality using SAS on Microsoft Azure.

"We use AI and IoT analytics from SAS to connect all our data streams and analyze the entire production process," says Florian Zittmayr, Team Lead for Data Science at wienerberger. "SAS Analytics brings intelligence to the kiln by helping our engineers and employees to gain valuable information about each step and identify specific target values to make the drying and firing of bricks more economical." 

And a global consumer goods manufacturer uses Viya and its GenAI capabilities to optimize warehouse space, allocate inbound shipments and compare “what-if” scenarios based on product demand. SAS helped develop an LLM-based digital assistant by dynamically updating SAS Visual Analytics dashboards so the company’s supply chain teams can easily save time and improve warehouse space usage with in-depth analytics. This conversational assistant allows both technical and business users to generate fast and accurate results and improve decision making using SAS’ trustworthy, explainable analytics. 

Organizations are enthusiastic about adopting and deploying GenAI, but there’s often a gap between preparedness and execution. Learn more by reading the US Executive Summary from a new study: Generative AI Challenges and Potential Unveiled: How to Achieve a Competitive Advantage .

SAS Viya stands out in the GenAI crowd because of pragmatic, industry-driven applications

As organizations explore GenAI, SAS prioritizes identifying industry-driven and ethically applied use cases. SAS enables secure adoption and fosters accelerated productivity and trusted results across diverse industries and regulatory landscapes. SAS’ GenAI functionality lives in leading products like Viya and SAS Customer Intelligence 360: 

• GenAI orchestration: Viya integrates external GenAI models with existing business processes and systems, orchestrating LLMs for end-to-end enterprise use cases. These capabilities are now available in SAS Viya .
• Viya Copilot: Enhances productivity for developers, data scientists and business users with a personal assistant that accelerates analytical, business and industry tasks. Viya Copilot offers diverse tools for tasks like code generation, data cleaning, data exploration, marketing planning, journey design and knowledge gap analysis. The first iteration of Viya Copilot is available through an invitation-only private preview .
• SAS Data Maker: Addresses data privacy and scarcity challenges by generating high-quality synthetic tabular data without compromising sensitive information, enabling organizations to address data privacy. SAS Data Maker is now available in private preview . 
• Customer engagement. SAS continues to infuse GenAI capabilities into its flagship MarTech solution, SAS Customer Intelligence 360 , to help marketers elevate the customer experience. SAS Customer Intelligence 360 already offers GenAI assistance on streamlining marketing planning, journey design and content and creative development. SAS is now introducing three new capabilities in SAS Customer Intelligence 360 for marketers: using GenAI to build recommended audiences based on natural language prompts, a chat experience to interpret audience data and a GenAI suggestion service for email subject lines.  

The GenAI functionality of SAS Viya makes a meaningful difference to customers planning to:

• Accelerate innovation: Seamlessly integrate GenAI models into decisioning workflows, AI/ML applications and existing business processes by using decisioning flow tools like SAS Intelligent Decisioning. 
• Protect data: Support user privacy and security with robust data quality measures, including synthetic data generation, data minimization, anonymization and encryption, so sensitive information remains safeguarded. 
• Create trustworthy and explainable results: Data experts can apply natural language processing techniques to preprocess data and explain the generated output, minimizing hallucinations and token costs. 
• Enhance governance: Use built-in tools to create workflows that validate the life cycle of LLMs, including model risk management. 
• Make more precise decisions: Quantitative decisioning capabilities, critical for successful GenAI reasoning, are built into the Viya platform.

Today's announcement was made at SAS Innovate , the data and AI experience for business leaders, technical users and SAS Partners. Keep up with the latest news from SAS by following  @SASsoftwareNews  on X/Twitter.

SAS is the leader in analytics. Through innovative software and services, SAS empowers and inspires customers around the world to transform data into intelligence. SAS gives you THE POWER TO KNOW ® .

SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2022 SAS Institute Inc. All rights reserved.

Editorial contacts:

• SAS South Africa Wendy Parker  +27 11 713-3400

The SAS Viya data and AI platform already features embedded generative AI capabilities. 

Arctic Wolf CEO On Why ‘Platformization’ In Security Is ‘Definitely Happening’

Nick Schneider, president and CEO of the security operations platform provider, tells CRN that ‘the days of managing a bunch of different tools from disparate [vendors] are starting to come to an end.’

The days are numbered for the approach of “leveraging hundreds of different tools” for delivering cybersecurity in a customer’s environment, according to Arctic Wolf CEO Nick Schneider.

In its place, the approach of shifting toward consolidated platforms in security — also known as “platformization” — is “becoming more and more prevalent,” Schneider said in a recent interview with CRN.

“Platformization is definitely happening,” said Schneider, who is also the president of Eden Prairie, Minn.-based Arctic Wolf.

[Related: The 20 Coolest Security Operations, Risk And Threat Intelligence Of 2024 ]

The company’s security operations platform provides managed detection and response combined with capabilities such as vulnerability management, managed security awareness and cloud security, which includes CDR (cloud detection and response) and CSPM (cloud security posture management).

With the increasing interest in consolidated platforms, “I think Arctic Wolf is uniquely positioned to capitalize on that tailwind — given that we've always built this open XDR [extended detection and response] platform that has leveraged data from hundreds of different sources of telemetry, both native and third party,” Schneider said.

Schneider also discussed the company’s acquisition last year of Revelstoke — whose SOAR (security orchestration, automation and response) technology is now being integrated into the “core” of Arctic Wolf’s security operations platform — as well as a growing set of capabilities to help customers to better understand their “security journey,” he said.

What follows is an edited and condensed portion of CRN’s interview with Schneider.

Could you say a bit about the Revelstoke and any other important product updates?

Revelstoke was a pioneer in the SOAR industry. They built a platform upon a proprietary unified data layer. We're building that into the core of our platform, which gives us some additional capabilities around response actions, remediation and automation within the overall SOC.

We'll continue to make a bunch of investments in products. I think there'll be some interesting announcements here with regards to some organic and potentially some inorganic opportunities, by way of new products and capabilities. So it should be a fairly busy year on the product side. And I think there's some tailwinds in the market that are directly pointed at Arctic Wolf. No. 1 would be the platformization of security and the coming together of various tools onto centralized platforms. I think Arctic Wolf is uniquely positioned to capitalize on that tailwind — given that we've always built this open XDR platform that has leveraged data from hundreds of different sources of telemetry, both native and third party. And we're ingesting data at massive magnitudes. And then leveraging our position in that space with thousands of customers and tons of data to make real use of AI within security operations, which is obviously a massive opportunity. So we think it's going to be a big year by way of product capability. And I think a lot of the tail winds in the market are directly aligned with our strategy and vision, which is always a good place to be.

So you would say that Arctic Wolf has been ahead of some others when it comes to platformization?

I think it is part of why the market is moving that direction. At the end of the day, the customer voice is the loudest. And it's been very clear for us, for 10-plus years now, that customers don't want to be managing, buying and leveraging hundreds of different tools within their environment to achieve what really is a centralized outcome — am I protected as a business and meeting my regulatory and compliance needs? Do I have incident response capabilities and a plan, should anything go wrong? I think we have a unique advantage, in that we've built out that approach from the outset of our business. So this is not a novel concept for Arctic Wolf. It's what we've made the majority of our investment in [while] building this platform.

And [we’ve been] doing so not only against our own data, and not only for one outcome within a customer's environment, but against both native and third-party sources of telemetry and data — and also to achieve multiple outcomes on top of this centralized platform. That's a unique advantage to us as a business, but it's also a really healthy manner in which to view the market for our channel community. Because they can provide multiple different outcomes to the customer without having to manage and work with so many different disparate organizations that all have their own view on how to work with the channel. So it's a huge opportunity for us. It's certainly the direction we've always believed the market would head. It's certainly the direction that the market is heading. And then you couple that broad trend with the opportunity in AI and you can really do something special.

Going back to Revelstoke, could you say some more about how you’ll be utilizing that technology?

There'll be some announcements coming out, but I would expect that customers will see some increased capability for automated response, automated remediation. We can leverage that tool within the way in which we interoperate with the customer — so the way in which we engage the customers themselves. We can create different ways in which individual customers might want certain workflows to operate within their environments. There's a ton of opportunity to streamline, make it more efficient or do things in an automated fashion, in real time, with the technology on top of the platform.

What are you seeing in terms of the evolution of providing security to the mid-market?

A lot of the trends we just talked about are just exacerbated in the mid-market, small enterprise. A lot of times those organizations have a smaller budget with smaller staff, but they have the same problems as a Fortune 500 account. So in the marketplace, I think unfortunately for a lot of those organizations, vendors have focused way upmarket — more complex solutions, solutions that require more human touch or a larger team. Solutions that were more focused on an individual problem versus a broader set of problems within a customer's environment. And those things — complexity, cost, requirements for a large team, siloed outcomes — are really not what a mid-market, small enterprise account is looking for. So again, I think we have an opportunity, given it's where we've built the core of our business, it’s where we built the core of our platform, to continue to serve those customers — but also continue to leverage the success that we've had, in particular over the last two or three years, with larger and larger organizations.

[Large enterprises] are frankly coming to the same realization that I think some of the mid-sized or small enterprise accounts have come to, which is a pretty simple realization — which is, why would I try to be a healthcare provider or a law firm or a manufacturer and also try to be a cybersecurity company? And I think that's what it's evolved to for those that are trying to do it themselves. So we're seeing larger and larger organizations say, hey, if I can leverage the Arctic Wolf platform, and I can do so in order to drive the outcomes that are required for me within my security programs, that's far better than me as a business, where this isn't really my core competency, trying to build this out on my own. So I think it's a perfect unity of the market coming together. And I think given that we've started in an environment where customers are looking for those outcomes — and those outcomes delivered in a unique way — just allows us to have a better story both with our existing customers but also as we continue to move into more customers upmarket.

Are you continuing to see a lot of growth in the mid-market?

Yes, we're still seeing tremendous growth in all segments of the business. The slightly upmarket customers are growing faster than the core. And I think that's due to some of the dynamics that we just talked about. But the core itself is still growing quite rapidly.

How would you summarize what the biggest differentiators are right now for Arctic Wolf?

I think it's three things. No. 1, we have a large, scaled open XDR platform that we've been building on and working against for quite some time. So that is performing outcomes on multiple attack surfaces and allows us to leverage AI for automation, scale and efficacy. And I think from an efficiency standpoint, it's second to none.

Secondly, we have this unique concierge delivery model that’s really intended to make security work within a customer's environment. It delivers the security outcomes in a way that a customer can absorb, regardless of their talent set or their skills within the customer environment. And that takes a unique manner in which you'd both set up the platform and the technical delivery to the customer — but also the human element being involved at some level to ensure the customer gets what they need, or has access to somebody that can answer their questions with regards to their security posture.

And then the last thing is making sure that a customer understands their overall journey as it relates to cybersecurity. So cyber is evolving on a day to day basis. And we've spent a lot of time — and this is one of the announcements that will be coming shortly — on productizing a customer's journey over time. So where are they at in their overall posture? How has that progressed over time? How does that relate to their peer group? How does that relate to specific frameworks or regulations within their industries? How does that drive insurability for them as an end user? And then the delivery of these multiple outcomes into a centralized view is what we call “security journey.”

So if you take the security operations cloud and the platform itself, and you combine that with the manner in which we deliver these outcomes, and then help a customer to understand what those outcomes mean to their business, that is truly unique. It's those outcomes that I think are why customers and partners are really having success with Arctic Wolf.

In terms of the “security journey” that you’re describing, do you feel like that's a new idea that you're bringing forth?

I think there have been organizations that have tried to do it on top of third-party technologies. But I don't think that anyone does, or will do, what Arctic Wolf does on top of its own platform — and then can serve that information or those outcomes up to the customer in a way that that data can be leveraged to drive real business outcomes. That is unique to Arctic Wolf.

Any update on your aspirations around an IPO?

We're obviously paying close attention to what's happening within the market. I think our results make Arctic Wolf a candidate to someday pursue that endeavor. So we'll keep a close eye on it. I think this will be a year where you'll definitely see a few folks go out. We’ll pay attention to that, but we'll make the move when both the market and Arctic Wolf are ready. We're not really in any hurry given the state of our business and the shape we're in.

How would you summarize what your message is to partners this year?

I think the core [message] right now is, platformization is definitely happening. It’s becoming more and more prevalent. The days of managing a bunch of different tools from disparate [vendors] are starting to come to an end. Arctic Wolf has built a robust platform and we’ve focused on customer outcomes. And that presents a huge opportunity for the channel community to get the right seat at the table with their customer base. [Partners have] a massive opportunity to really lean in to a customer's overall cyber posture, which then effectively influences everything that [customers] do with technology.

Genesys Xperience 2024: Accelerating the Future of AI-Powered Experience Orchestration

Lin-Manuel Miranda, creator and original star of Broadway’s Tony Award-winning musicals Hamilton and In the Heights, announced as celebrity keynote speaker

Customer experience event of the year will feature leaders from Coca-Cola Bottlers’ Sales and Services, IHG, National Domestic Violence Hotline, Blue Cross Canada, Voya Financial and others who are blazing a path with AI to strengthen customer and employee loyalty

Genesys® , a global cloud leader in AI-powered experience orchestration, announced Xperience 2024 , the customer experience (CX) event of the year. At the three-day event, held May 13–15 at the Gaylord Rockies Resort & Convention Center in Denver, businesses will gain insights to help them harness the transformative potential of AI to build customer and employee loyalty. Lin-Manuel Miranda, the creator and original star of Broadway’s Tony Award-winning musicals Hamilton and In the Heights, will join Genesys Chairman and CEO Tony Bates as a keynote speaker.

During the keynote, Bates will share his vision for a future where customer and employee relationships are transformed through a human-centric approach to developing and implementing AI. Miranda will join Bates for a discussion about using empathy and innovation within the creative process to uplift and build connections with people across diverse backgrounds.

In today’s customer experience (CX) landscape, organizations of all sizes and sectors face enormous pressure to deliver personalized experiences across every interaction. Xperience 2024 will feature insights from some of today’s most forward-thinking organizations, including Blue Cross Canada, Coca-Cola Bottlers’ Sales and Services, IHG, M&T Bank, Missouri Department of Social Services, the National Domestic Violence Hotline, Voya Financial and others. These technology and CX leaders will share how they’re using AI and automation to drive customer satisfaction, improve employee efficiency and retention, and optimize their businesses.

Xperience 2024 Highlights

Genesys Xperience 2024 will inspire participants to step boldly into the future of AI-powered experience orchestration. Attendees ranging from C-level executives to customer experience experts and IT professionals will come together with top industry analysts and influencers; the Genesys partner ecosystem; and Genesys Cloud™ platform innovators to network, attend breakout sessions and watch live demos.

They’ll also have opportunities to explore customer-led panels and discover how the latest advancements in AI, digital, workforce engagement management and journey management from Genesys help businesses drive meaningful outcomes by scaling personalization.

To register and access more information about the agenda and event, visit the Xperience website.

About Genesys

Genesys empowers more than 8,000 organizations in over 100 countries to improve loyalty and business outcomes by creating the best experiences for customers and employees. Through Genesys Cloud, the #1 AI-powered experience orchestration platform, Genesys delivers the future of CX to organizations of all sizes so they can provide empathetic, personalized experience at scale. As the trusted, all-in-one platform born in the cloud, Genesys Cloud accelerates growth for organizations by enabling them to differentiate with the right customer experience at the right time, while driving stronger workforce engagement, efficiency and operational improvements.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240418885638/en/

Lauren Baca, Genesys [email protected]

Method Communications [email protected]