2. Orchestrating the customer journey
Now that you have your golden record and your CDP prepped to continue enriching your data, it’s time to elevate your customers’ experiences with your brand through customer journey orchestration (CJO) and decisioning, which fuel purposeful personalization.
In its simplest form, CJO involves the collection, coordination and management of data, across various touch points and channels, that customers leave behind when interacting and transacting with your brand. When the data is powered with machine learning (ML) and artificial intelligence (AI) and further enriched, the stage is set for decisioning.
The data empowers you to understand your customers — their preferences, what content resonates the best, how they want to be engaged, and when they want to be engaged. These insights drive smart decisioning, enabling you to pinpoint the most relevant next best action (NBA) to orchestrate for your customers.
For instance, based on previous actions, you may need to target a specific segment with recommended products or follow up on a customer query before a second query is warranted. Smart data-based decisioning and CJO enable you to enhance and personalize every interaction, accurately and in real time.
3. Developing a connected technology landscape
Customer data, smart decisioning and CJO must be connected and integrated into all channels and here’s why.
Let’s say you have a golden record for Customer A. Through smart segmentation and previous interactions, the NBA is to send an email or SMS to include a birthday promo code.
You need the ability to seamlessly send those communications to the “connected” and “integrated” channels and either prompt automatically or alert a human to take an action. A disparate set of marketing technologies in your MarTech stack will only make this integration more costly and less resilient.
Having a connected ecosystem not only supports efficient and effective delivery of NBAs, but it also allows you to meet the demands of your customers for fluid, personalized experiences everywhere they engage with your brand.