Overview

The 3rd Edition of the Popular Book on Journey Management and Orchestration. Now expanded with chapters from new contributors.A book for Marketers and Customer Experience professionals that cuts through the clutter with clear actionable steps to create customer journeys that are meaningful, engaging, and benefit both customers and brands.Most enterprises don't struggle because they lack customer data or tools. They struggle because they lack a repeatable way to translate customer signals into consistent decisions-across marketing, sales, service, and digital channels-without creating a new mess in the process. The Agile Brand Guide to Customer Journey Management & Next Best Action (2026 Edition) is a practical playbook for marketing and CX leaders who want to move beyond static maps and rules-based automation into a scalable, governed system for real-time decisioning. This curated edition-assembled by Greg Kihlström-includes contributions from multiple thought leaders and practitioners, bringing complementary viewpoints on strategy, operating model, data, governance, and measurement. Inside, you'll learn how to: Separate Customer Journey Management (definition, governance, measurement) from Orchestration (execution), and connect both through Next Best Action Build the core platform capabilities: mapping, triggers, event modeling, integrations, governance, analytics, and decisioning Design guardrails that protect customers (and the brand) while enabling speed and autonomy Measure value at the system level: outcomes, operational health, and momentum-not just channel metrics If you're aiming for personalization at scale without ""random acts of automation,"" this guide gives you the structure to make it real-without pretending your org chart will magically cooperate.

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