The Marketer’s Guide to Customer Journey Orchestration

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.

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.

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:

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.