Customer Journey Orchestration (CJO): Benefits, Challenges, and Strategies to Overcome Them

    Customer Journey Orchestration (CJO): Benefits, Challenges, and Strategies to Overcome Them

    CJO allows marketers to understand customer behavior across all channels. It helps them build personalized campaigns to engage with the customer.

    By mapping the customer journey stages, marketers can strategize ways to deliver the desired products to maximize revenue. Moreover, CJO touchpoints boost the efficacy of the customer success strategy.

    Why do Marketers Need CJO?

    As per a recent report by Forrester, “Customer Engagement Solutions Drive Transformational CX And EX Outcomes,”

    98% of marketers report their organizations have experienced consequences of poor Customer Experience (CX).

    CJO integrates CXs in an omnichannel ecosystem in real-time. It lets companies better understand customer needs and facilitate brand interaction.

    A CJO strategy focuses on a customer’s experience with a brand rather than how they made a purchase.

    It also aims to increase a customer’s lifetime value. A well-delivered CJO also ensures positive experiences from the initial customer touch point via post-sales and support.

    This way, marketers can streamline the processes and minimize efficiencies via automation and touchpoint coordination.

    More importantly, it provides insights into customer preferences, behaviors, and pain points, helping companies determine relevant contextual data.

    A B2B CJO

    • offers a consistent and seamless CX across all touchpoints, leading to better engagement and satisfaction.
    • Reduces the number of abandoned customers and maximizes the percentage of customers who achieve the desired outcomes.

    Benefits of CJO

    • Bridges Gaps in Customer Service

    With CJO tools, teams can enhance the “first call resolution” to minimize the number of customer service inquiries to address the issues. Also, when teams have more data on the customer, they can use it to address their needs better.

    • Better Communication

    Companies use more customer-facing channels as they move toward digital transformation and expand their digital footprint. Tools that track interactions increase the ability to sync messaging and experiences across platforms.

    • Increases Cross Team Efficiency

    Departments that share customer data can work better as they can easily understand when to push or limit communications or campaigns.

    • Maximum Customer Lifetime Value (CLTV)

    Improved CX ensures customer retention and increases revenues. All these factors lead to higher CLTV.

    Challenges of CJO

    There are many challenges that marketers face when they approach CJO. When implementing CJO, a good understanding of pain points is essential. It will help prevent the pitfalls that could slow the process entirely.

    • Culture

    A collaborative culture is vital. A lack of a collective or customer-centric culture will affect the operation’s effectiveness. Also, the company’s operational, functionality-based silos hinder collaboration among team members.

    • Legacy Systems

    Disparate and legacy systems cannot orchestrate the customer journey (CJ). With robust systems, marketers can correctly analyze customers’ micro-journeys, allowing them to optimize their CX better.

    • Value

    CJO is complex, and proving its value efficiently is challenging. Companies can prove CJO’s value by understanding how the CJO benefits the customer and brand. Addressing this will help them offer a seamless and consistent experience.

    • Data Problems

    Data is vital in building and providing a robust CX. CJ analytics helps understand the ways customers interface with a brand. Orchestration is as good as the data. So, marketers must have accurate, accessible, and complete data.

    How Can Businesses Overcome These Challenges? 

    • Collect the Right Data

    A consistent CX across channels, accurate product suggestions, and tailored interaction rely on data. So companies must collect it efficiently. There are many data sources that marketers can tap into, like-

    1. Events: It has behavioral data from user activities on a website, mobile browser, or app.
    2. Customer Attributes: It includes data about names, addresses, and contact details.
    3. Customer Service: It includes live chat data, number of interactions, frequency, and all the data from CRM systems.
    • Build an Omnichannel Campaign

    Without an omnichannel approach, CJ mapping is bound to face challenges. Omnichannel commerce is a multichannel approach that offers a seamless customer experience. It helps deliver the campaign across all channels and provides effective services.

    • Analyze, Report, and Optimize

    CJO relies on activating real-time data. Marketers need efficient and comprehensive insights to help companies produce better campaigns. They will also enable marketers to forecast customer intent.

    What channels do customers like to engage with next? Which CTA has led to a purchase? The reporting requirements must determine the channel, message, and time to execute the customer’s experience.

    Also Read: Importance of Customer Experience (CX) in Enterprises


    A JO engine platform helps marketers map their CJ with omnichannel campaign orchestration and customer analytics.

    Once the platform ingests data, it helps manage and curate the CJ at a single location. This way, marketers do not have to build and execute campaigns across various channels.

    Journey orchestration revolves around CX. There are solid market use cases for journey orchestration. However, its efficiency increases when marketers combine market use cases with service or operations-oriented ones.

    An efficient CJO necessitates the creation of CX teams with marketing, product, and service skills. This team must place the customer at the core of every operation.

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    Apoorva Kasam
    Apoorva Kasam is a Global News Correspondent with TalkCMO. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology, data-driven marketing. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.