Journey Architecture

At its core, journey marketing is a transformational shift in how marketers do marketing, in how marketers reach their customers and the information they provide them.

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.”

Chief Research and Product Officer at Forrester, Cliff Cordon​​, said: “If brands want to break away from the pack and become CX leaders, they must focus on emotion.”

A list of best practices in customer journey mapping along with examples make this article a good reference when planning a mapping effort.

This interview with a data visualization designer is a useful view into the journey mapping process.

“The answer to automating your marketing while maintaining context—and a human touch—is customer journey orchestration.”

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.

Does your company have a game plan to achieve success with your customer journey? Design an architecture that will help your business improve its customer engagement strategy.