By Arko Chandra Published on : Oct 4, 2022
Customer Journey Orchestration, or CJO, enables brands to create hyper-personalized omnichannel experiences for customers that open the doorway to both initial conversions and long-term relationships.
However, the key to cracking CJO requires people, platforms, and processes to work hand in hand. So let's now decode the roles of these three elements one at a time.
Although CJO involves a lot of tech integrations, people are the ones who envision the initial strategy, implement the systems and execute the campaigns from scratch. The way people work and collaborate across an organization implementing CJO is a whole other thing.
CJO requires a high level of agility. Your marketing and CX teams need to sit together if they already don't. Other teams like the data and engineering handle customer data, their eligibility, consent, and privacy, so their early collaboration will ensure your daily users have all the tools they need on the new CJO platform.
Lastly, your customer and sales teams need to get the hang of orchestration and adapt to the updated workflow that CJO brings.
Now let's proceed to the "how" of implementing orchestration across your organization. CJO requires people to align their working style with a more customer-centric approach.
For instance, your content team needs to come up with a content strategy that aligns across channels. That way, based on a customer's preferences and journey, they still come across the content you want them to see while being relevant all along.
However, you cannot implement all the processes at once. You need to aim for smaller milestones that take you closer to your final objective of a wholly orchestrated customer journey over time. But continuous improvements through tests and iterations will help you move forward quicker.
You will have hit the bull's eye when all your customers experience seamless interactions with your brand and personalized touchpoints across their respective journeys. But, getting there requires complete alignment of content, personalization, customer data, platforms, and more.
Out of these elements, customer data is key to orchestration, so organizations are using CDPs to be reliable and consistent across channels. For content management, having a headless CMS can work wonders for you by helping you create and categorize content much more easily.
Finally, you need to get hold of a killer platform to orchestrate all of your journeys. It needs to be resilient enough to steer the channels you deal in. Also, ensure it's easy to use for your marketers and tech guys. And more importantly, it should be able to scale as your brand grows in terms of orchestration and customer expectations.
Customer service plays a key role in customer experience. How quickly and efficiently you solve customer issues determines customer retention. Sometimes the only solution to a problem is a premium product. CJO helps you recommend the most relevant product to your customers based on customer history, requirements, ads, etc.
Suppose one of your customers is having a bad experience with your brand. At such a time, if you promote your product to that customer, there's a high chance of it backfiring. CJO gives you total control over your marketing moves so that you can tailor those according to different customer journeys.
Bad reviews and negative comments can have adverse effects on your brand. When you connect different communication channels, you know which customers are posting negative feedback on which platform. Moreover, you get to prioritize urgent cases and quickly resolve them. All these help you keep your online brand reputation intact.
CJO requires your whole organization to bring about critical changes in the work processes so that you get optimal results. Once everything's in place, your brand's customer experience and customer engagement levels will surely go through the roof.
By Arko Chandra
Published on 4th, Oct, 2022
Customer Journey Orchestration, or CJO, enables brands to create hyper-personalized omnichannel experiences for customers that open the doorway to both initial conversions and long-term relationships.
However, the key to cracking CJO requires people, platforms, and processes to work hand in hand. So let's now decode the roles of these three elements one at a time.
Although CJO involves a lot of tech integrations, people are the ones who envision the initial strategy, implement the systems and execute the campaigns from scratch. The way people work and collaborate across an organization implementing CJO is a whole other thing.
CJO requires a high level of agility. Your marketing and CX teams need to sit together if they already don't. Other teams like the data and engineering handle customer data, their eligibility, consent, and privacy, so their early collaboration will ensure your daily users have all the tools they need on the new CJO platform.
Lastly, your customer and sales teams need to get the hang of orchestration and adapt to the updated workflow that CJO brings.
Now let's proceed to the "how" of implementing orchestration across your organization. CJO requires people to align their working style with a more customer-centric approach.
For instance, your content team needs to come up with a content strategy that aligns across channels. That way, based on a customer's preferences and journey, they still come across the content you want them to see while being relevant all along.
However, you cannot implement all the processes at once. You need to aim for smaller milestones that take you closer to your final objective of a wholly orchestrated customer journey over time. But continuous improvements through tests and iterations will help you move forward quicker.
You will have hit the bull's eye when all your customers experience seamless interactions with your brand and personalized touchpoints across their respective journeys. But, getting there requires complete alignment of content, personalization, customer data, platforms, and more.
Out of these elements, customer data is key to orchestration, so organizations are using CDPs to be reliable and consistent across channels. For content management, having a headless CMS can work wonders for you by helping you create and categorize content much more easily.
Finally, you need to get hold of a killer platform to orchestrate all of your journeys. It needs to be resilient enough to steer the channels you deal in. Also, ensure it's easy to use for your marketers and tech guys. And more importantly, it should be able to scale as your brand grows in terms of orchestration and customer expectations.
Customer service plays a key role in customer experience. How quickly and efficiently you solve customer issues determines customer retention. Sometimes the only solution to a problem is a premium product. CJO helps you recommend the most relevant product to your customers based on customer history, requirements, ads, etc.
Suppose one of your customers is having a bad experience with your brand. At such a time, if you promote your product to that customer, there's a high chance of it backfiring. CJO gives you total control over your marketing moves so that you can tailor those according to different customer journeys.
Bad reviews and negative comments can have adverse effects on your brand. When you connect different communication channels, you know which customers are posting negative feedback on which platform. Moreover, you get to prioritize urgent cases and quickly resolve them. All these help you keep your online brand reputation intact.
CJO requires your whole organization to bring about critical changes in the work processes so that you get optimal results. Once everything's in place, your brand's customer experience and customer engagement levels will surely go through the roof.
