A: Industry analysts talk about customer journey tools in these terms: journey visioning, journey mapping and journey orchestration — which is having the technology, tools, content and strategy to actually take the present state of how a customer interacts with your brand and move it to some ideal future state.
Mapping the customer journey — understanding what the different customer journeys look like and which touchpoints to use to reach each customer — is the start, but companies need to look beyond visually mapping the current state of the audience and examine how to move customers to the next stage of the marketing and sales funnel. Customer journey orchestration looks at a customer who has visited a website or signed up for a free trial, for example and determines what messages or experience they need to take the next step.
Journey orchestration differs from traditional marketing automation or campaign management because those operate on a segment-based level or an audience-based level, where a company might create a segment or audience of people that fit a certain criteria or match certain conditions that are set in advance. Journey orchestration, on the other hand, focuses on the individual. Rather than looking at a customer as a member of a segment that has 5,000 other people that share some qualities, journey orchestration looks at the customer as an individual who opened an app or looked at a product. It considers what the company will do for one person at this moment in time versus what they will do for a segment of 5,000 people.