Customer Journey Orchestration

Customer journey orchestration that keeps up with your customers

Q: What is customer journey orchestration?

Customer journey orchestration coordinates a sequence of customer interactions using audience criteria, customer data, and rules for the next step. It can support welcome, post-purchase, retention, and other lifecycle programs across connected channels. Timing depends on how the workflow and its data sources are configured.

Q: How is customer journey orchestration different from marketing automation?

Marketing automation and journey orchestration overlap. Journey orchestration emphasizes how customer data, entry rules, branching paths, and connected channels work together across a lifecycle program. Both can use scheduled execution and behavior-based criteria; the distinction is not simply scheduled versus real-time delivery.

Q: How is customer journey orchestration different from a CDP?

A customer data platform brings customer data together and makes it usable for teams and connected tools. Journey orchestration uses audience criteria and rules to coordinate interactions over time. Some CDPs also support orchestration. Amperity combines resolved customer profiles with tools for building and running journeys across supported destinations.

Q: Why does identity resolution matter for customer journey orchestration?

Fragmented records can cause the same person to appear in different audiences or obscure a purchase that should change their next interaction. Amperity connects records from configured sources into unified profiles, giving journey rules more of the customer relationship to work from.

Q: How does Amperity keep customer journeys current as behavior changes?

Batch journeys use available database-segment membership on a configured schedule. Real-time journeys run continuously, using real-time segment membership to admit customers and profile attributes to guide their path. Configure explicit exit conditions to stop a journey when a customer purchases or becomes ineligible. Data processing and destination behavior affect delivery timing.

Coordinate welcome, post-purchase, and retention programs using a shared understanding of your customers. Amperity brings resolved profiles and available customer behavior into audience rules, helping teams choose who enters a journey and what happens next.

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Customer journey orchestration for the moments that drive growth

Win and retain more high-value customers

Use customer history and available predictions to prioritize audiences and design offers for their stage in the relationship.

Act while the opportunity is still live

Give teams audience-building and journey tools that reduce routine list requests. Choose scheduled batch or configured real-time journeys to fit the response your program needs.

Cut the waste without cutting the reach

Use resolved profiles and exclusion rules to reduce duplicate outreach and avoid including customers who no longer qualify.

Prove the impact and scale what works

Compare results using the measurement approach supported by your journey type. Configure batch goals or analyze real-time travel logs with control paths, then decide which approach to change or expand.

From first welcome to lasting loyalty and every journey in between

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Welcome and onboarding

Build an introductory sequence using the customer attributes and history available to your team. Choose entry criteria and content that fit the customer’s stage in the relationship.

Welcome & onboarding

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Post-purchase

Use purchase history and available profile attributes to plan education, service, and cross-sell follow-ups through configured destinations.

Post-purchase journey

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Retention and win-back

Define audiences using available engagement, purchase, and predictive attributes. Set the timing and paths for the retention or win-back program you want to test.

Retention and win-back

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Abandonment recovery

Define when cart, browse, or booking activity counts as abandonment, then use a configured real-time journey to follow up through supported destinations. Combine available history with the abandonment state, and configure exclusions and exit conditions for purchases or other changes that should stop the messages.

Abandoned cart recovery

How it works, from trusted customer context to automated omnichannel journeys

Diagram depicting a journey-building interface and an AI assistant

Ground journey rules in resolved customer profiles

Bring together records from the sources you connect so journey audiences can draw on more of the customer relationship. Available attributes may include transactions, loyalty activity, engagement, and configured predictions.

Define audiences from available customer context

Use the visual segment builder or, where available, the AI Assistant to define the audience. Segment membership depends on your criteria and the data available when it refreshes.

Build journey paths without writing code

Use the drag-and-drop canvas to arrange delays, splits, and activation steps. Where available, the AI Assistant can help authorized users create a journey in plain language. Review its audience rules and channel configuration before launch.

Match journey timing to the customer moment

Use scheduled batch journeys for programs built on database audiences, or configured real-time journeys that respond as customers join real-time segments. Define entry, branching, and exit rules for the path you choose. Data freshness and supported destinations determine what each journey can act on.

Activate to supported destinations and evaluate results

Send journey audiences and selected attributes to configured destinations. For batch journeys, configure goals and test and control paths to assess results. For real-time journeys, export the travel log and compare treatment paths with a control group in your analysis tools. Use the findings to refine your next program.

Plan your next journey with Pér

Explore an idea for your next lifecycle program. Where enabled, Pér, Amperity’s AI agent for customer data, can help you understand available customer data and propose work for review. You approve changes before Pér carries them out in Amperity.

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Customer results built on unified data

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Alaska Airlines

In its initial Amperity use cases in 2017, Alaska Airlines reported a 198% increase in loyalty conversion rates and a 30% reduction in online advertising costs.

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Virgin Atlantic

Virgin Atlantic unified more than two million profiles across booking, loyalty, and complaints data, reaching a unified customer profile in fewer than four days.

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New Look

New Look uncovered 3.4 million customer profiles previously fragmented across records. Its customer story reports £1 million in media savings and a 50% ROAS improvement using an Amperity-built audience.

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More ways to put customer context to work

Customer Segmentation

Build audiences from resolved profiles and available behavioral, transaction, and predictive attributes.

Customer Segmentation

Real-Time Personalization

Give connected experiences customer context from real-time profiles and supported event signals.

Real-Time Personalization

Loyalty & Retention

Prioritize retention opportunities using customer history, available predictions, and program results.

Loyalty & Retention

Paid Media Optimization

Send first-party audiences and supported conversion signals to your connected advertising platforms.

Paid Media Optimization

Ready to build your next customer journey?

See how trusted customer context can help your team choose the audience, path, and timing for its next lifecycle program.

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Frequently asked questions

What is customer journey orchestration?

How is customer journey orchestration different from marketing automation?

How is customer journey orchestration different from a CDP?

Why does identity resolution matter for customer journey orchestration?

What channels does customer journey orchestration work across?

Amperity journeys can send audiences or customer context to supported destinations for channels such as email, SMS, paid media, and direct mail. Batch journeys use destinations for journeys and campaigns; real-time journeys require real-time destinations. Your integrations and configuration determine the available channels and attributes. Connected delivery platforms handle their messages and experiences.