---
title: Orchestrating customer communications
slug: zeiss-hol/orchestrating-customer-communications
docTags: 
createdAt: 2024-01-30T23:03:21.354Z
---

In this exercise, you will explore how you can use Adobe Journey Optimizer to orchestrate relevant and timely customer communications based on both customer maturity and demonstrated interests.

You will work with known customer profiles and simulate a real-life marketing scenario in which communications are triggered when a customer reaches a specific stage in their journey. The goal is not only to decide *when* to communicate, but also *how* and *what* to communicate, using personalization and decisioning capabilities.

This use case focuses on combining audience-based orchestration, dynamic content, and offer decisioning within a single journey, while keeping the experience realistic and business-oriented.

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### Business Scenario

ZEISS wants to engage customers who have reached a certain level of marketing maturity by inviting them to explore valuable educational content. At the same time, ZEISS aims to tailor the communication to each customer’s medical specialty and product interests.

When a customer reaches the appropriate journey stage, ZEISS sends a personalized email inviting them to explore the Peer Insights section of the ZEISS website. The email content adapts to the customer’s medical specialty, while a contextual webinar invitation is selected dynamically based on the product the customer has shown interest in.

After the communication is sent, ZEISS updates the customer record in its CRM system to keep track of the interaction.

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### Objectives

- Create a **read-audience journey** in Adobe Journey Optimizer
- Orchestrate communications based on a** scoring attribute**
- Configure a personalized email using a **predefined template**
- Apply **dynamic content** based on customer profile attributes
- Use **Offer Decisioning** to personalize offers based on customer behavior
- Trigger a **Custom Action** to simulate an update to an external CRM system

This exercise demonstrates how Adobe Journey Optimizer acts as the central orchestration layer, enabling scalable and relevant customer communications.