This article was written by Greg Kihlström for MarTech. Read the full article on MarTech

The right governance structure is critical to creating, managing, and improving the customer experience utilizing tools like customer journey orchestration.

Creating a compelling and rewarding customer experience is top of mind for most brands these days, as it is common knowledge that consumers value the journey almost as much as the products and services they buy. That said, maintaining a consistently great customer experience across multiple channels over time requires more than a well-articulated strategy and an initial agreement to move in this direction. It requires a systematic approach to customer journey management and operations that utilizes governance to maintain standards over time.

In the first article of this three-part series, we explored the collaborative aspects of customer journey operations. Now, in this second article, we are going to look at governance as an aspect of successfully creating, managing, and improving the customer experience utilizing tools like customer journey orchestration.

Governance structure

Let’s start by talking about how we should structure governance of our customer journey operations, as this will have a big influence on how the work is prioritized, initiated, implemented, and improved. Governance in the context of customer journey operations refers to the set of policies, procedures, and controls that an organization establishes to ensure effective and efficient management of its marketing efforts towards customer journey orchestration. It involves defining roles, responsibilities, and decision-making processes to ensure that the organization’s marketing activities are aligned with its overall business objectives.

This article was written by Greg Kihlström for MarTech. Read the full article on MarTech