A: The three main things a journey orchestration platform needs are customer data, content, and the ability to reach people through a variety of channels. Data looks at where people are in the evaluation or use process, who they are demographically, and what they're interested in. A journey orchestration platform needs to be able to store that data in a single place, connecting different sources by creating data pipelines from your company’s website, point-of-sale system, mobile app, etc. then aggregate that into a single space. It should pull in real-time data from a variety of sources to create a complete view of a customer.
The included content could be a variety of multimedia assets, like text, images, videos, tutorials, or advice following up a support ticket. A journey orchestration platform should help you make sure you have the right kind of content for the right moment in time, because it's going to look different for every person in every stage of the journey.
Delivery is the third element. The delivery feature lets you reach people in exactly the places and moments where you want them to take an action on whatever device, screen, or touchpoint that works best for them. That touchpoint could be online or offline. The message could be delivered through a person or it could be through a mobile or push notification.