What suits you?


PHOTO: Kazuo ota | unsplash


Now we know that customers not only prefer, but expect a personalized experience that gives them what they want, when and how they need it. Anticipating and responding to customer needs can mean the difference between business growth and losing customers to competitors who provide a better experience.

While marketing automation is often part of customer journey orchestration, the latter is more complex, takes a more omnichannel approach to communications, and takes into account a more complete picture of the customer journey with your organization. Understanding your needs can ensure you are doing the right thing from a customer experience and business investment and results perspective.

In this article, I’ll discuss some of the criteria you need to keep in mind when determining whether you should use an often simpler method of marketing automation or whether customer journey orchestration is right for you.

What is your definition of “Omnichannel”?

While the word “omni” means “all,” for the purposes of this article, omnichannel marketing can constitute two or more channels. How you set it depends on your setup and specific circumstances.

If, in your case, you only have a few channels that you can customize, your needs may be geared more towards using marketing automation. On the other hand, if you have multiple different channels, online and offline contact with customers, and other varied needs, you will soon run into the limits of simpler marketing automation capabilities. True omnichannel marketing and customer experience is what customer journey orchestration was designed for.

While marketing automation can provide a fair amount of personalization across a relatively small set of channels, if your marketing and customer experience needs to span a multitude of mediums and formats, you’re probably better off thinking about a one-to-one approach. orchestration that integrates some of your existing marketing automation.

Related Article: How to Unleash Your Omnichannel Content Strategy

How detailed is your audience segmentation?

If you’re reading this article, you’re probably already doing some type of in-depth audience segmentation. However, the exact degree of detail and uniqueness of desired actions and steps between these audiences will vary greatly between business types.

If you’re starting with a relatively small number of audience segments or don’t expect your segmentation to become too complex over time, marketing automation may be right for you. Marketing automation can also be a good way to perform initial testing on your audience segmentation, although it typically comes up against some limitations when you want to take true omnichannel approaches to your customer experience. Journey orchestration provides more flexibility to reach multiple channels and mediums in most cases.

Once your segments become more complex and varied, and if you plan to create multiple distinct audiences, as well as vary your communication along the way, then you should strongly consider an orchestration approach.

Related Article: Data Management Is Key to the Success – or Failure – of Customer Journey Orchestration

other considerations

There are a few other things to keep in mind when deciding whether or not to consider moving to customer journey orchestrations.

From a customer data perspective, if you have multiple sources, including in-house equivalents of the Customer Data Platform (CDP), you may find that the personalization and AI capabilities you need exist in the field of customer journey orchestration.

Likewise, if you have your own data science capabilities and use proprietary machine learning methods to learn more about your customers, you will most likely need a customer journey orchestration platform. able to handle these entries. Keep in mind that not all of these platforms even do that, so you’ll have to look into it and see what your exact needs are.

As you can see, there is no one-size-fits-all approach to delivering a personalized, tailored customer experience. You also don’t want to over-engineer a solution that leaves you with spiraling technology costs, technical debt, and a difficult and time-consuming set of platforms to maintain. In the same way, you also don’t want to sacrifice your digital experience and leave money on the table.

The best thing to do is to carefully tailor an approach based on your current and future needs. For a growing number of organizations, simpler marketing automation is not enough, and starting with customer journey orchestration is the optimal approach. Remember that you can also start small by focusing on a single customer segment, or even focus your efforts on specific parts of the journey so you don’t create too big a first step down that road.

As you can see, there are many factors that go into deciding whether marketing automation or customer journey orchestration is right for you.

Greg is a bestselling author, speaker and entrepreneur. He has worked with some of the world’s largest organizations on customer experience, employee experience and digital transformation initiatives, before and after the sale of his award-winning digital experience agency in 2017.