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Your customers are unique — orchestration challenges aren’t
Create compelling journeys for every customer
Real-time equals right-time engagement
Future-facing journey orchestration technology
AI can reshape what’s possible with journey orchestration
Telmore talks the talk when it comes to better communication
Research from Adobe and Concentrix suggests the average consumer receives 139 messages from brands per week across multiple channels — and they are ignoring around 48% of them. Perhaps your competitors are not always the biggest obstacle to success. It’s likely that the businesses are not just selling the same products or services as you but also vying for a share of your audience’s finite attention. It’s never been more crucial to put your customer front and centre in your marketing.
With the latest customer engagement technology, brands are creating hyper-relevant experiences that are personalised down to the level of the individual customer. This makes it possible to engage the right person at the right time, with the right message on the right channel. To reinvigorate customer engagement and drive marketing ROI, now is the time to shift from a one-size-fits-all mindset to designing personalised customer journeys fuelled by real-time context.
“Personalisation isn’t new. What’s new is our approach to achieving one-to-one personalisation at scale across multiple channels. With immediate insights into what customers shop for, we can deliver tailored offers, personalised digital and app experiences and highly relevant communications. These perfectly timed experiences foster profitable growth, brand love and loyalty.”
Bennett Fox-Glassman, Senior Vice President of Customer Journeys
Macy’s
To echo Conway’s Law, connected customer journeys are born from connected teams. Yet as companies grow, so do team silos with disparate priorities. In many organisations, each team has its own culture, goals and targets. Moving successfully from a campaign mindset to personalised and connected customer journeys requires cross-functional partnerships across the organisation. Everyone should understand the vision, commercial imperative and customer context. And KPIs should be adjusted to make customer experience a barometer of success.
To orchestrate personalised omnichannel journeys, access to unified customer data is crucial. In short, there must be a centralised source of customer truth to activate personalised journeys. Yet too often, customer data is stored across fragmented silos, making it impossible to extract insights fast.
of consumers want brands to anticipate their needs with personalised offers or helpful information.
Source: Adobe, 2025 AI & Digital Trends
Moments matter. Every interaction makes a difference in the way your brand is perceived. Every touchpoint is an opportunity to differentiate, provide value and create a more meaningful connection with your customer. This enhances engagement, cultivates customer loyalty and drives business revenue.
Journey orchestration technology is the key that unlocks your ability to design, trigger and optimise personalised customer journeys across all channels in real time. And brands are beginning to recognise a clear commercial imperative for enhancing their orchestration capabilities.
of consumers want personalised experiences, but only 34% of brands deliver.
Source: Adobe, 2025 AI & Digital Trends
After decades of increasingly loud noise from undirected campaigns, consumers have become numb to generic marketing messages. The messages that cut through and resonate are personalised and highly contextual. They show an awareness that you understand your customer’s relationship with your brand and are alert to their buying intent.
With customer journey orchestration, it’s possible to:
Once you’ve designed your journeys, they operate seamlessly in the background. When customers meet the specific selection criteria, they automatically enter and flow through the journey based on their interactions and behaviours to trigger next-best experiences. Marketing and product teams with granular controls can adjust these journeys based on real-time data insights. It brings transformative efficiency to marketing operations.
Journey orchestration technology reconciles the latest customer actions across all channels to make sure your interactions are always relevant, timely and responsive to customer intent. After all, no consumer wants to see an ad from your brand with a discount on the exact product they purchased from you two weeks earlier. And if you’ve cancelled your flight, it’s galling to receive push notifications about departure information on the day you should have been travelling.
With journey orchestration technology, you can create journeys that respond to customer behaviour and location as well as external events such as weather, sports results and much more.
A cosmetics retailer notices a customer buying the same moisturiser every month. So, they send an SMS with a link to a personalised landing page showcasing an exfoliator and toner from the same range and offering a discount.
A football fan travels back home and is sent an email with ticket availability for his cherished team. When he walks past the club shop, he’s sent an SMS with a discount code for the latest home team jersey.
The weather is forecasted to be hot. So, the local coffee shop sends its loyalty app users a pre-commute push notification promoting its range of iced drinks.
Christmas is coming. You give your most loyal customers 48 hours to pre-order their Christmas turkey before availability is opened to your remaining customer base.
Modern journey orchestration technology can act as a nerve centre for creating, activating and optimising your customer journeys and omnichannel experiences. Here are the top capabilities to look out for:
The best orchestration platforms enable you to send messages to any digital surface. That means native inbound and outbound channels, such as email, in-app, SMS or MMS and web — but also utilising third-party extensibility to send messages to novel outbound surfaces like ATMs, kiosks, smart televisions and digital advertising boards. If you can imagine a message there, you should be able to send it.
To make possible this, you need the right data foundations — a centralised customer data profile that provides an up-to-the-minute record of every interaction from every customer — all synced into cohesive customer identities. And, of course, when you are handling customer data, privacy is a core concern.
Powerful data privacy and governance infrastructure should be built into your orchestration platform. Look for capabilities such as consent management, data labelling, usage enforcement and consent policy creation to keep customer data secure and compliant across all business lines.
of consumers expect assurance that their personal data is handled responsibly and securely.
Source: Adobe, 2025 AI & Digital Trends
"The ability to bring all of our consumer information together — in real time — is critical to helping us to engage with billions of Coca-Cola consumers around the globe.”
Keith Bartig, Director of Precision Marketing Technologies
The Coca-Cola Company
The more you personalise your journeys, the better your customer data gets. The better your data gets, the more you can personalise. Journey orchestration technology should give you the ability to visualise how customers are moving through your journeys in real time, with fine-tuned reporting and measurement capabilities.
That means measuring performance across all live journeys with a dashboard view of how many people are entering your journeys, engaging with them and exiting. It means checking how many customers qualify for a new journey and monitoring how many are enrolled in real time. And it means utilising modelling for insights into how a new journey might perform before you activate it.
Leading journey orchestration technologies make it possible to design customer journeys using drag-and-drop functionality, with the ability to activate journeys across all channels in real time. Of course, orchestrating personalised journeys is one thing — creating the marketing assets is another. Look for the ability to natively design content, such as WYSIWYG designers, a coding interface and message templates. Importing your brand assets should be seamless to help you quickly craft engaging content optimised for your channels of choice.
Finally, seamless interoperability with your marketing, analytics and customer data technology is another essential.
The most advanced orchestration technology can:
Telmore isn’t a typical telecommunications company. It’s also a leader in Denmark’s video, music and entertainment industries. Telmore had amassed a wealth of customer data. Unfortunately, much of that data was siloed, making it more difficult for marketers to show customers the right bundles for them. A customer who enjoys listening to music would see the same offers as a casual TV watcher or a media fanatic who wants access to all the streaming services.
With Adobe, Telmore now benefits from a rich view of customers — with online and off-line data from across systems. Everything from subscriptions and churn scores to website and app behaviour data is unified. Now, when customers visit their website and app or browse Facebook, they see consistent campaigns and offers because Telmore marketers know what interests them.
increase in digital sales
increase in cross-sales to existing customers
lift in sales from personalised offers ranked using AI
email open rate
“We’re shifting away from optimising experiences for audiences to giving each person what they want. Customers see more relevant offers, encouraging them to add services or even switch over from competitors.”
Frederik Scholten, CMO
Telmore
When you’re taking your first step with journey orchestration, it can be easy to lose sight of your core business goals.
So, while your journeys should always be customer-focused, they should also sync back to your strategic and commercial targets for each stage of the customer lifecycle — whether that’s increasing conversion, boosting customer sentiment, enhancing loyalty or something else.
Given the vast potential, identifying the first journeys to focus on can feel overwhelming. But it’s nearly always best to begin where you already have easy access to reliable customer data. That way, you can quickly prove the impact of journey orchestration. You have a use case that shows how you can get closer to your customers, boost marketing engagement and drive toward your business objectives. From there, you can build momentum and progressively develop more dynamic and nuanced customer journeys.
By harnessing the power to orchestrate personalised journeys delivered at precisely the right moment, brands have an exciting opportunity to bolster marketing engagement, cement lasting relationships with customers and take definitive steps toward their strategic goals.
As traditional, generic campaigns lose impact with audiences, your future success is contingent on your ability to create one-to-one personalised interactions that respond to in-the-moment customer behaviour — and are served on the channels that matter most to your customers.
It’s all part of the journey.
Adobe Journey Optimizer lets brands act on real-time data to orchestrate personalised, omnichannel journeys that are consistent, contextual and delivered at the right time. It lets them create and deliver real-time, individualised customer journeys and schedule marketing campaigns across any app, device, screen or channel from one canvas. The result is meaningful brand experiences that boost customer loyalty and lifetime value.
“Adobe 2025 AI and Digital Trends Report”, Adobe for Business, 2025.
“How Macy’s is Growing Brand Love and Customer Loyalty with Personalisation at Scale”, Adobe for Business customer story for Macy’s, 2024.
“Refreshing Billions Around the World”, Adobe for Business customer story for Coca-Cola, 2023.
“Reimagining Customer Journey Management: Connecting with Customers on Their Terms”, Adobe and Concentrix, 2024.
“Telmore Personalises Customer Marketing with AI and Adobe”, Adobe for Business customer story for Telmore, 2024.
“The Total Economic Impact of Adobe Real-Time Customer Data Platform, Journey Optimizer and Customer Journey
Analytics Business Benefits and Cost Savings of Applications Natively Powered by Adobe Experience Platform”, Forrester Research, November 2023.
