2022-07-19-Gartner-首席营销官_33页_4mb

Overview of Customer Journey Orchestration

Customer journey orchestration is a priority for CMOs, enabling an always-on marketing strategy that automates and personalizes customer interactions. This involves managing event-triggered marketing, using data to respond to customer signals in real time. Many CMOs struggle with optimization due to technological and process bottlenecks, failing to leverage data effectively for tangible gains. Success requires a shift from campaign-based approaches to a customer-centric, outcome-driven model.

Event-Triggered Marketing

Event-triggered marketing involves identifying, prioritizing, categorizing, monitoring, and optimizing triggered messages based on customer actions, such as clicks or purchases. Organizations must build a library of relevant events, establish categorizations, and use disciplined processes for execution and scaling. This approach uses data and technology to increase the likelihood of high-value customer behaviors, but it demands continuous improvement and human oversight.

Customer Learning Paths

CMOs should focus on creating self-reflective learning paths in customer journeys, which allow customers to gain insights into their own needs or goals. These paths lead to increased customer spending and engagement, as opposed to seamless or prescriptive experiences. Brands can enhance learning by integrating educational elements into touchpoints, such as quizzes or guided selling, to stimulate self-discovery and improve customer outcomes.

Mobile Sites and Apps

Mobile platforms are essential for modern customer journeys, serving as a bridge between brands and customers. CMOs must prioritize designing convenient, user-friendly mobile apps and sites. Key strategies include optimizing for simplicity and speed, collecting first-party data for personalization, and balancing app usage with website capabilities. Mobile efforts should be benchmarked against industry peers for effectiveness in engagement.

CMO Strategies from Gartner

Gartner advises CMOs to set realistic expectations for customer journey orchestration, emphasizing the integration of human judgment, process, and technology. Leaders must foster cross-functional collaboration, adopt outcome-oriented decision-making, and prioritize the development of learning-centric customer paths. Investing in mobile experiences and event-triggered marketing capabilities can drive significant ROI, while avoiding over-reliance on technology procurement.

Conclusion

This report highlights that successful customer journey orchestration is driven by a human-centric, data-informed approach. By refining marketing machines, implementing event-triggered strategies, enhancing learning paths, and excelling in mobile design, CMOs can achieve greater customer engagement and business growth.