Key Considerations For Implementing Customer Journey Orchestration

Key Considerations For Implementing Customer Journey Orchestration

This article was originally written by Greg Kihlstr?m for Forbes Agency Council . You can read the full article here.

A common goal for marketers is to ensure that the right customers get what they need in order to move toward a purchase. While every organization’s customer journey is unique and every individual’s journey is a little bit different, the role of orchestration in ensuring there’s a seamlessness in going from awareness to a sale (and beyond) can make or break the success of your marketing efforts.

In order to help customer journey orchestration play its role, there are some important things to consider. Otherwise, like many other initiatives that have the best intentions but suffer from lack of planning, your orchestration efforts may not deliver as fully as possible. Keep in mind that the customer journey orchestration tools you choose, and the types of integrations your other marketing technology and data platforms provide, are essential. But there is much more you need in order to achieve true success.

In this article, I’m going to discuss some of the key considerations you should make as you embark on implementing customer journey orchestration.

Clearly Defined Customer Goals

Let’s start at the beginning. You may know that you need to improve the customer experience and take into consideration the fact that customers often switch between different devices. These are challenges that customer journey orchestration can help solve. Sometimes, however, your needs may only require some simpler marketing automation instead of a more robust solution.

If you want to truly benefit from customer journey orchestration, however, you need to have a clearly defined goal of what you want the journey to look like, the different channels it may include, and the outcome(s) that define success.?

While there are some obvious goals we can all assume you want to achieve — sales being one of them — the true benefit of customer journey orchestration is that it allows you to shore up gaps in your customers’ sales journeys that simpler automation or ad retargeting just doesn’t solve.

A few examples are the following:

• Connecting the dots between offline and online interactions so that too much time doesn’t go by between consideration and purchase.
• Creating repeat sales or upselling funnels and opportunities by personalizing the next best offer.
• Multivariate targeting based on preferences (e.g., a customer prefers email versus phone support).

Clearly defining your goals means that you can take advantage of the power of customer journey orchestration and know that your customers are getting the maximum benefit as well.

Read the rest of the article on Forbes.com

This article was originally written by Greg Kihlstr?m for Forbes Agency Council . You can read the full article here.

Greg Kihlstr?m is a marketing technology keynote speaker, advisor, and consultant to Fortune 500 companies on marketing technology, customer experience, and digital transformation.