What is journey orchestration?

What does journey orchestration decide?

As soon as a company runs more than one campaign, questions arise that no single journey can answer. Which journey suits this customer? May they enter at all? Have they been in it before? Are they currently in a more important campaign?

Journey orchestration answers these questions automatically and individually for each contact. In the PBM Campaign Platform, every contact passes through four checks before entry: routing into the right journey, the check of data integrity and consent, the re-entry rules and prioritisation against other campaigns. The higher-priority campaign wins; the other pauses for this customer until the more important one ends.

During the journey, orchestration decides on channels – for example email if consent is in place, otherwise letter – and responds to events arriving from core systems via an interface. The result is a coordinated customer experience instead of parallel individual actions. For the company, this also means that every orchestration decision is traceable, because entry, priority and exit reason are documented for each contact.