These are exciting times for journey marketing. Not just an intriguing, ambiguous idea to most marketers anymore, journey marketing today is real-world strategy being deployed by many organizations across a diverse industry landscape.
An essential tool in customer journey mapping is the creation of a customer persona. And while it’s common to include some demographic data in a persona, it’s important to understand that the person itself is not simply a demographic representation.
“Customer journey orchestration engine software is designed to help organizations analyze customer interactions across multiple touch points, execute the best communications and predict future customer interaction.”
Author Michael Catford describes customer journey orchestration as having a “choose your own adventure” style. The power of providing a seamless customer experience can allow your customers to choose their own path to purchase.