{"id":3737,"date":"2026-03-20T11:14:23","date_gmt":"2026-03-20T15:14:23","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=3737"},"modified":"2026-03-20T11:23:52","modified_gmt":"2026-03-20T15:23:52","slug":"customer-journey-orchestration-the-secret-to-engaging-at-the-right-time","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/customer-journey-orchestration-the-secret-to-engaging-at-the-right-time\/","title":{"rendered":"Customer\u00a0journey\u00a0orchestration:\u00a0The secret to\u00a0engaging\u00a0at the right time"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69e61ee57c957\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Customer\u00a0journey\u00a0orchestration:\u00a0The secret to\u00a0engaging\u00a0at the right time<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Adrien Paul, Group Product Manager                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e61ee580397\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><b><span data-contrast=\"auto\">The marketing mantra is known to all: &#8220;The right message, at the right time, on the right channel&#8221;. Yet the reality often feels more like a cacophony than a symphony.\u00a0<\/span><\/b><span data-contrast=\"auto\">A customer buys in-store and receives a promotion for the same product by email two hours later. A prospect is targeted on Facebook when he has just opened a customer service complaint ticket.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Why these disconnects? Because the paths often end up in a dead- end, isolated in technological silos.<\/span><\/b> In this context, orchestrating the customer journey is not just the pretty option, it is a strategic issue to avoid mismatched communication that frustrates the consumer. <b><span data-contrast=\"auto\">Adrien Paul, Group Product Manager at\u00a0imagino,\u00a0<\/span><\/b><span data-contrast=\"auto\">explains\u00a0how to move\u00a0from\u00a0the juxtaposition of\u00a0tools\u00a0to\u00a0true\u00a0central intelligence.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\"> &#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">Orchestration is the space where we aggregate everything: audiences, content and channels. It is the control tower that prevents conflicting communications and ensures a single voice.\u201d<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"none\">Omnichannel: connect rather than stack<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">The classic trap is to confuse &#8220;multichannel&#8221; (having lots of tools and means of communication) and &#8220;omnichannel&#8221; (having consistency).<\/span><\/b> The technical difficulty<span data-contrast=\"auto\">\u00a0in\u00a0remaining\u00a0consistent\u00a0often\u00a0lies in the fragmentation of the\u00a0ecosystem: one\u00a0tool\u00a0for push, one for\u00a0email,\u00a0another\u00a0for WhatsApp, and\u00a0yet\u00a0another\u00a0for support ticket management. For the end\u00a0customer,\u00a0these\u00a0technical\u00a0distinctions do not\u00a0exist:\u00a0his dialogue is\u00a0with\u00a0one and the\u00a0same\u00a0brand. This\u00a0is\u00a0the challenge of an<\/span><a href=\"https:\/\/imagino.com\/fr\/resource\/strategie-dengagement-client-la-promesse-dune-fidelite-durable\/\"><span data-contrast=\"none\">\u00a0<\/span><\/a><a href=\"https:\/\/imagino.com\/fr\/resource\/strategie-dengagement-client-la-promesse-dune-fidelite-durable\/\"><b><span data-contrast=\"none\">omnichannel engagement strategy\u00a0<\/span><\/b><\/a><b><span data-contrast=\"none\">(add a link to the blog article: customer engagment blog)<\/span><\/b> that aligns channels around the same customer context.<\/p>\n<p><b><span data-contrast=\"auto\">Rather than replacing everything, modern orchestration aims to unify everything. <\/span><\/b><span data-contrast=\"auto\">i<\/span><span data-contrast=\"auto\">magino\u00a0embodies\u00a0this\u00a0pragmatic\u00a0strategy\u00a0by\u00a0offering\u00a0the best of\u00a0both\u00a0worlds:\u00a0integrated\u00a0and native\u00a0campaign\u00a0management (email, SMS)\u00a0enriched\u00a0by a global orchestration\u00a0capacity\u00a0to all\u00a0your\u00a0third-party\u00a0tools\u00a0and media.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The goal\u00a0is\u00a0to\u00a0ensure\u00a0continuity\u00a0so<\/span><\/b><span data-contrast=\"auto\"> that the website, mobile app, and outbound campaigns share the same context. If a customer has reacted to a push notification, the next email must be adapted or cancelled. If a customer calls customer service, marketing needs to know instantly to suspend the sales pressure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><span data-contrast=\"auto\">&#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">You don&#8217;t necessarily have to try to manage all the possible channels to obtain a global orchestration. The important thing is the consistency of communication whether outgoing or incoming.\u201d<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e61ee5811cd\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">The &#8220;Freshness&#8221; of data: the driver of real time<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">This\u00a0is\u00a0where\u00a0the\u00a0difference\u00a0between\u00a0a\u00a0simply\u00a0&#8220;correct&#8221;\u00a0customer\u00a0experience\u00a0and a &#8220;perfect&#8221;\u00a0customer\u00a0experience\u00a0(or\u00a0almost)\u00a0comes\u00a0into\u00a0play<\/span><\/b><span data-contrast=\"auto\">. Indeed, many companies still operate in &#8220;batch&#8221; mode: data is updated once a day (often at night) via heavy exports. The result? An incompressible latency time that creates breaks in the journey.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Real-time\u00a0is\u00a0a\u00a0game-changer<\/span><\/b><span data-contrast=\"auto\">. It allows you to trigger the &#8220;Next Best Action&#8221; instantly, based on &#8220;hot&#8221; data. For example, here is a scenario without real time (Batch Mode): I create an account on the mobile application at 10am. I go to the checkout at 11am. The seller can&#8217;t find me in his system because the synchronisation hasn&#8217;t happened yet. Immediate frustration and missed opportunity for loyalty.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Real-time scenario: I leave the store after a purchase. Before I even got to my car, the system picked up the transaction. I receive a relevant thank you message that makes me enter a suitable loyalty program, while de facto excluding the products I have just acquired from the next recommendations I will see.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This level of responsiveness is only possible if your data is unified and continuously usable, via an\u00a0<\/span><strong><a href=\"https:\/\/imagino.com\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\">SCR + 360\u00b0 Customer View data architecture<\/a> <\/strong>that aligns all touchpoints with the same reality.<\/p>\n<p>&nbsp;<br \/>\n<b><span data-contrast=\"auto\">&#8220;<\/span><\/b><b><i><span data-contrast=\"auto\">Having the freshest data means the ability to react immediately. If the data is not up to date, the risk is to propose an obsolete offer. Real &#8211; time allows you to be much more inventive and relevant in directing the customer.\u201d<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Maximising ROI: Is the cheapest channel always the best?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">Orchestration\u00a0is\u00a0not\u00a0only\u00a0used\u00a0to\u00a0improve\u00a0the\u00a0perceived\u00a0customer\u00a0experience,\u00a0it\u00a0also\u00a0serves to\u00a0significantly\u00a0streamline\u00a0acquisition and\u00a0retention\u00a0costs.<\/span><\/b><span data-contrast=\"auto\"> The central question is that of cost control. For example, why spend media budget (Google Ads, Meta) to retarget a customer who responds very well to emails (a channel with a marginal cost of almost zero)?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The intelligence of orchestration therefore lies in this ability to prioritise channels according to their cost and efficiency. By mixing paid media and direct channels in a single path, you can define &#8220;waterfall&#8221; rules:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Try the\u00a0Email\u00a0or Push Notification\u00a0channel\u00a0first.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">If (and\u00a0only\u00a0if) the\u00a0customer\u00a0doesn&#8217;t\u00a0open or click,\u00a0then\u00a0enable the Social or Display\u00a0Retargeting\u00a0channel.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">This is the true meaning of ROI in a modern strategy: maximising impact by minimising the cost of contact for each individual. <\/span><b><span data-contrast=\"auto\">Orchestration\u00a0makes\u00a0it\u00a0possible not to shoot\u00a0blindly, but to\u00a0reserve\u00a0heavy\u00a0investments\u00a0for the\u00a0targets\u00a0that\u00a0really\u00a0need\u00a0them.<\/span><\/b><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e61ee581c01\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">From\u00a0assistant AI to\u00a0decision-making\u00a0AI<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">Today, orchestration\u00a0is\u00a0still\u00a0mostly\u00a0&#8220;declarative&#8221;.<\/span><\/b><span data-contrast=\"auto\"> The marketer must plan everything and draw complex decision trees: &#8220;If the customer does A, then send B; otherwise send C&#8221;. This is effective for simple scenarios, but it limits the journey to what the human brain has been able to imagine and anticipate.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This limit will no longer exist with AI Decisioning. <strong>Tomorrow, Artificial Intelligence will offer more than just an aid in writing or creating segments. It will become an autonomous decision-making lever capable of managing infinite complexity.<\/strong> Instead of defining each step manually, the <\/span><span data-contrast=\"auto\">marketer will define a business objective (e.g., &#8220;Increase upsell by 10% in this segment&#8221; or &#8220;Reduce churn of new subscribers&#8221;).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">AI, fed by contextual data and behavioural history, will decide for itself the best path to achieve this goal: the best channel, the perfect timing&#8230; or even the decision to do nothing if the customer is saturated! <\/span><b><span data-contrast=\"auto\">The human sets the course, the machine optimizes the route.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><span data-contrast=\"auto\">\u201c<\/span><\/b><b><i><span data-contrast=\"auto\">AI will help us go beyond what we can work out manually. It will decide in real time: this customer, take him out of the target, this one I\u2019ll send him an SMS. It is the transition from assisted intelligence to decision-making intelligence.\u201d<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><br \/>\n<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Customer journey orchestration is no longer a simple &#8220;technical feature&#8221;, nor a luxury reserved for e-commerce giants. <\/span><b><span data-contrast=\"auto\">It&#8217;s\u00a0the backbone\u00a0that\u00a0connects\u00a0your\u00a0<\/span><\/b><a href=\"https:\/\/imagino.com\/resource\/how-the-next-generation-single-customer-repository-unlocks-your-omnichannel-strategy\/\"><b><span data-contrast=\"none\">SCR (Single Customer Repository) <\/span><\/b><\/a><b><span data-contrast=\"auto\">to\u00a0marketing action,\u00a0turning\u00a0a mass of\u00a0inert\u00a0data\u00a0into\u00a0a\u00a0fluid,\u00a0cost-effective and\u00a0sustainable\u00a0conversation.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69e61ee583a82\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--green-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/03\/SCR-360\u00b0-View_-The-winning-combo-for-marketing-that-hits-the-nail-on-the-head-300x169.png\" alt=\"SCR Synergy &#038; 360\u00b0 View\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-green\">Blog Article<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">English<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">SCR + 360 view : The winning combo for marketing that hits the nail on the head<\/h2>\n                                                    <div class=\"description\"><p><span class=\"NormalTextRun SCXW50938833 BCX0\">SCR<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0+ 360\u00b0\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">View<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">: The\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">complete<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">customer<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0vision\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">finally<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">explained. <\/span>Find out more from our recent blog article.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\" target=\"\" class=\"btn--small btn btn--gradient-purple\">Find out more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Align your channels and maximize your ROI, or how orchestrating the customer journey transforms your data into Next Best Action.<\/p>\n","protected":false},"featured_media":3910,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-3737","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer journey orchestration: the key to omnichannel<\/title>\n<meta name=\"description\" content=\"Align your channels and maximize your ROI, or how orchestrating the customer journey transforms your data into Next Best Action.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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