Unlocking business growth with customer journey management

Graphic with shopping carts coming out of a smartphone.

By Kevin Lindsay

Posted on 09-14-2021

Consumers are in the driver’s seat when it comes to brand experiences. They decide when, where and how they want to engage with a brand. And whether interacting with the brand online or in-person, they expect a personalized, seamless and connected experience every time. Delivering this experience requires that brands truly understand their customers and their journeys throughout the lifetime of the relationship.

This “strategic approach to understanding an individual’s need in the moment, to meet the need as early as possible, and in the most convenient manner for the individual” is defined as customer journey management by Winterberry Group.

Seventy-seven percent of the brands are investing in customer journey management disciplines and technologies, but few are excelling at it. In fact, only 17 percent of brands are delivering consistent experiences across the entire journey. What does it take to deliver a truly unique brand experience across channels and at scale for every individual customer? We worked with Winterberry Group on research exploring this very topic — what it takes for brands to excel at customer journey management.

Completing the puzzle

Successful customer journey management is complex. A brand needs the right data, technology and analytics to understand customer needs. It also requires automated decisioning, orchestration, and omnichannel engagement to determine the next best action and deliver a truly individualized experience. How do these components come together to create a complete puzzle? Let’s take a look:

Bringing customer journey management to life

Customer journey management is complicated, but it doesn’t have to be overwhelming. Having the right technology that can grow as a brand grows its customer journey management efforts is critical. Adobe Journey Optimizer, natively built on Adobe Experience Platform, is an agile and scalable application for creating and delivering personalized, connected, and timely customer experiences across any app, channel or device.

Learn more about customer journey management here and more about how Adobe Journey Optimizer can make it possible here.

Topics: Digital Transformation, Campaign Management, Experience Cloud, Marketing,

Products: Experience Cloud,