A stellar customer experience can require a lot of pieces to be in place that span the internal-facing and external-facing parts of your organization. Customer journey orchestration allows marketers to integrate different marketing technology systems and platforms together. For instance, you can tie together your social media advertising, your website, your email marketing and your customer relationship management system  or customer database. This means you can share information between them that helps each platform take the best actions based on the specific customer or their last actions.

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