Customer journey orchestration (CJO) is an effective approach to providing seamless experiences for customers and increasing revenue. To get the most out of this strategy, it's essential to have a well-defined approach. Carlos Hidalgo, CEO of martech consultancy Digital Exhaust, recently shared some guidelines for building a CJO strategy at The MarTech Conference.
Hidalgo emphasised that technology is not a strategy, and that organisations should have a defined strategy before investing in technology. He also noted that CJO should consider the full spectrum of customer interactions - not just the buyer's journey - as 90% of customer lifetime value exists after an initial purchase. Mapping the customer journey should also include macro stages, and teams throughout the organisation should collaborate to stay on top of them. To get to know customers better, organisations should use customer feedback, surveys, interviews and customer data.
Connecting CJO to experience is also essential. Digital experiences should be built to meet customers' needs, and organisations should strive to provide a better experience during the customer journey.
Businesses can get to grips with customer journey orchestration by attending The MarTech Conference.
Originally reported by Martech: https://martech.org/how-to-build-a-customer-journey-orchestration-strategy/
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