Assessing Need for Customer Journey Orchestration Tool

Understanding your current business processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the customer journey orchestration (CJO) tool decision-making process. Before beginning the process, it's important to know the different kinds of benefits associated with CJO solutions.

Adopting a platform that gathers, visualizes, analyzes and acts upon data across all of your customer touchpoints can yield significant benefits, such as improved alignment among business units, increased revenue, and more agile marketing and operations. Customers today are also seeking businesses that understand them, along with those that share the same values, and customer journey orchestration solutions can help businesses understand these needs and express that understanding when interacting with customers.

When considering whether or not your company needs a CJO tool, self-assessment is key. Questions to consider include: have you identified your goals for CJO? Does your organization have a culture that ensures all relevant departments will support CJO? Is there C-suite buy-in? Who will “own” CJO? Can you invest in organizational training? And have you established KPIs and put a system in place for tracking, measuring and reporting results?

Customer journey orchestration tools allow brands to capture their customers' interactions post-discovery, such as communication with a call center or visit to a retail outlet, as well as gain insights from their audience and act on them. These tools offer capabilities such as data gathering from a wide variety of channels and touchpoints, analysis using artificial intelligence and machine learning, customer journey visualization, and customer journey orchestration (CJO) capabilities that allow users to deliver the next step in the customer journey in real-time.

Deciding whether or not your company needs a CJO tool calls for comprehensive self-assessment of your organization's business needs, staff capabilities, management support and financial resources. Doing so can enable businesses to identify roadblocks preventing prospects from making purchases, as well as provide them with what they're seeking for the duration of their relationship, resulting in cross-sells, up-sells, repeat purchases and brand advocacy.

Originally reported by Martech: https://martech.org/how-to-decide-if-youre-ready-for-a-customer-journey-orchestration-solution/
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