Creating a great customer experience is essential for any brand. It requires the right team, data, technology infrastructure, and processes to ensure that customer journeys are constantly improved. Customer journey operations are the discipline of bringing together people, processes, data, and platforms, along with systems of improvement and optimization. This includes collaboration between product and service lines, marketing and communications channel teams, data and engineering teams, and internal teams. Process collaboration includes journey creation, content creation, and federation of efforts. Data collaboration includes siloed channel and product data, citizen data scientists, multi-touch attribution, and platform collaboration. Platform collaboration includes orchestration and automation, individual channel platforms, and analytics and reporting platforms. All of these components need to be in place for customer journey operations to be successful.
Originally reported by Martech: https://martech.org/successful-customer-journey-operations-collaboration-across-people-processes-data-and-platforms/
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