Customer journey orchestration (CJO) is an approach that uses data and technology to deliver personalized experiences to customers across the customer buying journey. It leverages data analysis and automation to understand each customer’s behavior, preferences, and purchase history, and spans online and offline channels to ensure a good experience no matter how or where a customer interacts with a business. CJO enables businesses to create a single view of the customer, puts customers first, empowers customers, and improves efficiency by streamlining processes and reducing redundant tasks. CJO also helps businesses meet customer expectations for great experiences, build long-lasting relationships with customers, and scale quickly when customer behaviors and demands change.
CJO tools benefit many customer-facing teams within an organization, such as marketing, sales, customer service, IT/development, and executive/leadership teams. The technology that enables CJO includes customer data platforms, marketing automation tools, CRM software, analytics platforms, journey mapping tools, and CJO platforms.
For businesses that have implemented customer journey orchestration, they have seen revenue gains of 10-20%, cost reductions of 15-25%, and customer advocacy score improvements of 20-40 points. The market for CJO is projected to reach over $46 billion by 2030, and it is a critical aspect of how businesses operate.
Originally reported by Martech: https://martech.org/customer-journey-orchestration-what-it-is-and-why-marketers-should-care/
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