Excellence in Customer Journey Orchestration

The 2024 winner in this category is U.S. Bank for their entry 'U.S. Bank: Enabling Customers' Deposit Shopping Journey'. U.S. Bank's initiative triumphed by adeptly growing their share of deposit accounts driven by the industry's crises associated with March 2023's collapse of a handful of banks. Their strategy involved real-time engagement with customers seeking specific products, driven by a cross-functional process that meticulously analyzed sales funnel data.

The results were outstanding, with increased customer engagement, a surge in booked deposit accounts, and a financial impact exceeding $1B in deposit balances. A huge congratulations, U.S. Bank!

Watch their video to learn more!

Customer journey maps are important tools for marketing and communications leaders seeking to improve their brand’s customer experience (CX).

The best digital marketing teams effectively use CX journey mapping activities to uncover the most effective ways to keep and grow customers and convert them into vocal advocates.

Download the Gartner Buy/Own/Advocate Framework to: 

  • Understand your customers' desired journey
  • Uncover your greatest CX challenges and opportunities
  • Develop  persona-driven customer journey maps that span the end-to-end journey

Download the Buy/Own/Advocate Framework for Customer Journey Mapping

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    Q&A with Gartner Expert on Customer Journey Mapping

    Gartner experts address some common and pressing questions on customer journey mapping most relevant to CMOs and other marketing leaders today. Read through to learn how to embrace innovation to help harness a complex digital environment.

    The best digital marketing teams use customer journey maps to ensure their digital marketing content and channel investments align to the needs, preferences and behaviors of their target customers. This enables brands to be present on the most relevant channels and offer the most relevant content necessary to help guide customers through their journey.

    Customer journey maps should be integrated into content marketing plans, such that digital marketing leaders can identify what content to develop to support the various needs customers have across each stage of the journey. Additionally, customer journey mapping insights can be integrated into marketing technology management activities. For example, marketing teams should tag content assets by journey stage, observe customer activities to identify where a customer is in their journey, as well as orchestrate next-best action motions to deliver the right experience based on a customer's identified journey stage.

    A good customer journey map example focuses on a specific persona (or enterprise persona for B2B organizations), a specific type of journey (e.g., filing an online application, deciding what to buy, advancing through the broader customer lifecycle), and it captures key customer tasks, expectations and information needs as customers advance from start to finish.

    One common mistake marketing teams make when building journey maps is they try to create "one journey map to rule them all", without intentionally focusing on a specific type of customer or addressing a specific set of marketing objectives. Another common mistake is brand-centric journey mapping, focusing squarely on what customers think about your brand at each stage, rather than how customers think about themselves.

    The best digital marketing teams map out clear customer journey orchestration use cases, focusing on key moments that matter in the customer journey. They visualize a desired journey flow based on a combination of customer needs and business needs in those moments that matter. Then they map out what components of their martech stack are required to execute that journey flow, including any requirements for integrations between tools.

    Ensure that all customer-facing functions have a shared understanding of a channel-agnostic customer journey map, as well as what type(s) of support customers need at each stage. This serves as a playbook for cross-channel engagement that can be executed across both digital and human-led channels. Identify any opportunities to lean into the unique value that human vs. digital experiences can provide, depending on any given customer journey need.

    2024 Finalists In This Category

     

    Bajaj Allianz General Insurance

     

    Bumrungrad International

     

    Dow Chemical Company

     

    Stichting Hogeschool Utrecht