How customer journey orchestration affects process: Getting started on CJO

This is the second article in a three-part sequence. The first half will be discovered right here.

If you might be contemplating implementing customer journey orchestration (CJO), then you probably already know a few of its advantages.

These embrace offering extra and higher alternatives to coordinate how a customer sees presents throughout channels and guiding that customer towards a conversion alternative. However, the multi-channel advertising method CJO makes use of additionally signifies that issues can get extra sophisticated.

In this second a part of this three-part sequence, we’ll discover three vital processes that organizations profitable with customer journey orchestration excel at. 

Content creation for journey orchestration

Let’s begin by speaking about content material. After all, with out content material, there can be nothing to orchestrate. 

The foremost subject is learn how to keep content material consistency throughout channels. While your creation and administration may at present be siloed, CJO would require nearer coordination. Think about what number of completely different techniques are used to create, handle and publish content material. From a course of standpoint, how does a required change to content material get propagated throughout all the channels you’ll be orchestrating?

Dig deeper: A marketer’s guide to customer journey orchestration platforms

To begin, utilizing a journey map, comply with the content material creation course of throughout groups and platforms to get a greater understanding of the place and how one can begin standardizing content material creation and creating efficiencies.

Understanding how you’ll keep consistency — in addition to the areas the place content material is required — will assist you could have a profitable customer journey orchestration implementation.

A taxonomy for CJO

Now that we’ve mentioned the creation and administration of content material, let’s speak about how we’re going to arrange and preserve observe of all of it. For this, we might want to create a customer journey taxonomy.

In this case, a taxonomy is a standard set of classes (usually in a hierarchy) that every one content material makes use of to be able to perceive the journeys, campaigns, services and products, channels, viewers segments and desired actions they’re related to.

To do that, take into account the next:

  • What data will the completely different platforms concerned in CJO have to “know” about content material to be able to serve the right content material on the proper time in a journey?
  • What frequent phrases can be useful in your groups to grasp to be able to create, handle and observe content material?
  • How can taxonomy profit reporting and suggestions loops?

To get started, start to outline frequent phrases and classes that frequent techniques might want to perceive and use all through the CJO course of. This is one other space the place mapping the customer journey from a platform and system perspective may help.

Creating this customer journey taxonomy, or a standard naming, categorization and tagging methodology, will preserve your workforce members aligned and it’ll streamline the creation, administration and monitoring of your customer journeys.

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Agile, steady enchancment

The last item we’re going to debate pertains to constantly bettering customer journeys and the implementation of our CJO. After all, the very best method is to begin small with a restricted set of journeys and integrations and develop them over time, studying as you go.

While it’s possible you’ll not have formally adopted Agile practices like Scrum or Kanban, it’s by no means too late to seek out methods of enabling your groups to be nimbler. Ask your self the next:

  • Does the best way you intend initiatives will let you be ready for unexpected modifications and alternatives?
  • Do all workforce members perceive the objectives and enterprise worth customer journey orchestration will enable?
  • Are different groups in your group implementing Agile or different strategies?
  • How sturdy are your suggestions loops as a way to constantly enhance your efforts?

To get started, agree on an method that can work greatest in your workforce. Start small and iterate and develop as you discover success, in addition to areas for enchancment. Align with different groups and the best way they work when potential. Finally, regardless that change is troublesome, decide to the method to see it by!

Embracing an Agile method to steady enchancment signifies that your CJO efforts can begin with one thing as small as a proof of idea and iteratively develop in scope and class over time. This permits your group to study as you go, saving pricey errors and benefiting your customer all alongside the best way.


CJO usually requires rethinking processes that at present exist and can usually require model new processes and methods of working. Keeping these items in thoughts as you might be planning will allow the best preliminary success and allow you to anticipate challenges down the street.

In the subsequent article, I’m going to debate the platforms that allow profitable customer journey orchestration. 

Opinions expressed on this article are these of the visitor writer and never essentially MarTech. Staff authors are listed right here.

About The Author

Greg Kihlström is a best-selling writer, speaker, and entrepreneur, at present an advisor and guide to prime corporations on customer expertise, worker expertise, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He can be the host of The Agile Brand with Greg Kihlström podcast. He is a two-time CEO and Co-Founder, rising each corporations organically and thru acquisitions, and finally main each to be acquired (one in 2017, and the opposite in 2021). As a strategist, digital transformation, and customer expertise advisor, he has labored with a number of the world’s prime manufacturers, together with AOL, Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota, and VMware.