This article was written by Greg Kihlström for CMSWire.com - read the full article here

By now we know that customers not only prefer, but expect a personalized experience that delivers what they want, when and how they need it. Anticipating and delivering on customer needs can make the difference between business growth and losing customers to competitors that provide a better experience.

While marketing automation is often part of customer journey orchestration, the latter is more complex, has more of an omnichannel approach to communications, and takes into account a fuller picture of the customer’s journey with your organization. Understanding your needs can make sure you are doing the right thing from a customer experience and business investment and outcomes perspective.

In this article, I’m going to discuss some of the criteria you should keep in mind when determining whether you should use an often more straightforward method of marketing automation, or if customer journey orchestration is right for you.

This article was written by Greg Kihlström for CMSWire.com - read the full article here