Observed Signal · Feb 27, 2023 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Will 2023 Be a Breakthrough Year for Customer Journey Orchestration?
The article examines whether 2023 will be a breakthrough year for customer journey orchestration (CJO). Despite accelerated digital transformation, large-scale CJO remains theoretical for most organizations due to data integration challenges, departmental silos, and the need for emotional sentiment measurement. The author highlights the maturation of customer data platforms (CDPs) and real-time interaction management, and the potential of AI tools like ChatGPT to analyze emotional experience data. The piece cites the 2021 acquisition of Usermind by Qualtrics and the consolidation of other CJO platforms as evidence of market convergence. It argues that in 2023, organizations must move beyond meeting basic needs to focus on intent and desired outcomes, leveraging coordinated customer data to deliver personalized, emotionally resonant experiences that drive loyalty and differentiation.
Editorial analysis on the state of customer journey orchestration, highlighting the maturation of CDPs and the role of emotional sentiment, relevant to MarTech but not a major industry event.
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Key Takeaways & Evidence Grounding
- Qualtrics acquired Usermind in summer 2021.
- Thunderhead, Kitewheel, and Pointillist were acquired by other CX-focused companies.
- Microsoft CEO Satya Nadella stated in 2015 that every business will become a software business.
- McKinsey reported that COVID-19 accelerated digital product portfolios by seven years.
- The article suggests that emotional sentiment is a key indicator of customer satisfaction and loyalty.
Connected Companies & Entities
5 Entities mapped“In the summer of 2021, Qualtrics acquired Usermind....”
“By 2015, Microsoft CEO Satya Nadella declared, 'every business will become a software business, build applications, use advanced analytics.'...”
“As we've seen with new tools like OpenAI's ChatGPT, advances in natural language understanding platforms provide expanded access to emotiona...”
“Global executives telling McKinsey the share of digital or digitally enabled products in their portfolios has accelerated by seven years....”
“Usermind, Kitewheel, Pointillist and Thunderhead were all leaders in the Forrester WaveTM: Journey Orchestration Platforms rankings....”
Ontology Mapping & Concepts
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