Good morning, Marketer, may no one ask you if it’s hot enough today.
No two journeys are the same. That’s as true for marketing as it is for life in general. As marketers we fight against that, trying to make sure customers follow the ideal path to making a purchase. That’s not always possible. People are quirky, impulsive and frequently illogical. They go their own way. That’s why there is customer journey orchestration technology.
It lets us see all the touch points, channels and other interactions from the customer’s perspective. It helps us tailor the experience to what they want. If this all seems too vague, read Pamela Parker’s much more detailed and useful explanation of CJO. And remember, if the sale is made, then the path was ideal.
Constantine von Hoffman,
Managing Editor
