This article was written by Greg Kihlström for MarTech. You can read the full article here.

Customer Journey Orchestration (CJO) offers brands the ability to create omnichannel personalized experiences for consumers, which increases the likelihood of both initial conversions and long-term loyalty.  Doing this well requires a combination of people, process, and platforms working in harmony. This means that in order to understand how to be successful, we should look at it in terms of those three categories: people, processes, and platforms.

In this first article in a three-part series, I’m going to talk about the “people” component of preparing your organization for success with customer journey orchestration. 

After all, even though CJO involves plenty of technology integrations, anyone that has implemented it knows that there are team members — people— behind the important work of both initial implementation and realizing its potential.

Let’s explore this by looking at five critical teams or groups of people whose participation will be necessary for success.

This article was written by Greg Kihlström for MarTech. You can read the full article here.