Observed Signal · Jun 23, 2022 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
The Role of Journey Orchestration Engines in 2022
This article from CMSWire examines the role of journey orchestration engines (JOE) in 2022. It explains how brands use JOE technology to collect real-time individual consumer data, predict behavior, and deliver personalized, customer-centric experiences across channels. The article highlights that the standalone JOE marketplace has consolidated: by 2022, four of the six leaders in Forrester's 2020 Wave had been acquired by larger enterprise software companies. Analysts from Futurum Research and Real Story Group discuss the importance of data maturity, the complexity of MarTech stacks, and the shift from campaign management to omnichannel journey orchestration. It also cites Gartner and HubSpot research emphasizing post-purchase engagement and high customer expectations. The future of independent JOE providers is described as uncertain, with lightweight orchestration services paired with customer data platforms emerging as an interim step.
Provides market analysis of journey orchestration engines and their consolidation, relevant to the MarTech/CX ecosystem.
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Key Takeaways & Evidence Grounding
- Journey orchestration engines (JOE) use real-time consumer data for journey discovery and decisioning.
- By 2022, four of the six significant JOE providers named by Forrester in its 2020 Wave had been acquired by other companies.
- Analyst Tony Byrne says the standalone journey orchestration engine marketplace has largely collapsed.
- A Gartner survey found that continuation of the customer journey after purchase is key to exceeding customer experience expectations.
- HubSpot's 2022 State of Service survey found nearly 90% of customer service professionals said customer expectations were at an all-time high.
Connected Companies & Entities
4 Entities mapped“Tony Byrne, founder and president of Real Story Group, has a theory about this wave of JOE acquisitions....”
“six of the most significant JOE providers (each delivering journey orchestration capabilities as a standalone offering) were singled out as ...”
“A recent Gartner survey found that one essential key to exceeding customer experience expectations is “continuation of the customer journey ...”
“In the HubSpot Annual State of Service in 2022, a survey of customer-service professionals revealed customer satisfaction is still the most ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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