Understanding the Customer Journey Ecosystem, Part 3: Orchestration

By February 18, 2021 No Comments
February 18, 2021

For most companies, customer journey management involves a collection of siloed tools and processes that demand extensive resources and provide very little actionable insight, if any.

Enterprises tend to use a variety of different vendors, databases, and processes to try and understand customer journeys.

What they often lack is a single, unified view of a customer’s journey. Enterprises struggle to show how managing journeys can impact overall business objectives across channels.

Customer journey tools could include:

  • Analytics
  • Mapping
  • Orchestration
  • Actionable dashboard

Each of these tools can provide tremendous value when used in conjunction with the others, especially when they are enabled by Artificial Intelligence (AI) and Machine Learning (ML). Used alone or in isolation from other tools, their value is more limited.

By bringing these capabilities together into one centralized view of the customer journey, you create huge efficiencies of scale, reduce work, and achieve better ROI while enabling true journey intelligence.

First, we need to understand the customer journey ecosystem.



Customer Journey Orchestration: The use of real-time data at the individual customer level to analyze current behavior, predict future behavior, and adjust the journey in the moment for increased customer lifetime value, operational efficiency, and business results. (Source: Forrester)

Customer journey orchestration uses individual and segmented customer data to predict and adjust future behavior, either in real time or as a follow up.

For example, customer orchestration would be knowing that a certain segment of telecom customers (based on demographics and activity data) would be open to upselling to a new phone, and presenting them an offer to do so either while they’re on your website or later.

Orchestration brings personalization to the next level. Instead of just sending someone to a customized landing page, you can suggest specific products or next actions based on their behaviors, demographics, or their unique customer profile.

Orchestration based on omnichannel data sets can better detect patterns of behavior and send the right signal on the right channel at the right time.

For example, with the proper tools, banks can get insight into which customers are more likely to adopt contactless payment options. Rather than serve a promotion for contactless payment to every customer, the bank can present it on the channel of choice to only the customers who are most likely to choose it, thus focusing marketing efforts and boosting ROI.


Journey orchestration is good for both customers and brands. It gives customers better, more relevant, more personalized experiences, which improves customer satisfaction and NPS.

For brands, orchestration increases revenue with efficiency. Orchestration presents a natural upsell opportunity but can also reduce acquisition costs and provide other benefits.

Orchestration helps enterprises combine and leverage data across all touchpoints and channels to better understand, improve, and script desired customer behaviors.


Orchestration cannot function without analytics and mapping. They are prerequisites. You need to know about your customers’ journeys (analytics) and what you want them to do (mapping). If either of those is flawed, your orchestration efforts will be meaningless.