Which Orchestration Activity initiates a Customer Journey?

The activity that initiates a Customer Journey is called the Start Journey activity. Its primary function is to formally kick off the journey for a specified audience, marking the beginning of the customer engagement process. When this activity is used, it allows for the subsequent orchestration of various customer interactions and personalized experiences based on established criteria or triggers.

Understanding the purpose of the Start Journey activity is essential in Adobe Journey Optimizer. It serves as the entry point that allows marketers to define how customers will interact with various touchpoints throughout their journey. This engagement is key to creating effective customer experiences and driving desired outcomes in marketing campaigns.

The Read Audience activity is important for segmenting and understanding the audience but does not initiate a customer journey. The Activate Customer Engagement activity typically follows the initiation phase to engage customers based on the orchestrated journey. The Launch Journey activity might suggest an execution phase but, again, it is the Start Journey activity that officially begins the orchestration process.