What does journey orchestration refer to in Adobe Journey Optimizer?

Journey orchestration in Adobe Journey Optimizer refers to the process of designing and automating customer interactions across different touchpoints. This concept is centered around creating seamless experiences for customers as they engage with a brand, ensuring that each interaction is relevant, timely, and personalized.

By leveraging data and insights, marketers can map out the customer journey, anticipating customer needs and behaviors. This orchestration involves integrating various channels such as email, social media, and web experiences, allowing for synchronized messaging and actions that enhance customer satisfaction and engagement.

The focus of journey orchestration is on maximizing the effectiveness of customer interactions rather than merely collecting feedback, creating specific content like landing pages, or addressing inquiries. These other activities, while important, do not encapsulate the comprehensive and strategic nature of journey orchestration aimed at enriching customer experiences across multiple platforms.