“Journey orchestration became a key fundamental in terms of connecting experiences in the context of the journey and then making personalization and individualization decisions based on where the customer is on that journey and where they are on multiple journeys.”This week on Be Customer Led with Bill Staikos; we will be speaking with Ray Gerber, Chief Technology Officer and SVP of WW Engineering at Thunderhead. Thunderhead brings brands closer to their customers by assisting them in better understanding and satisfying the demands and needs of each client, regardless of where or when they connect. [00:56] Ray's Story – Ray recounts his journey up to this point and describes the significant landmarks he has encountered.[05:20] Journey Orchestration – Ray outlines journey orchestration and what he noticed in the industry that inspired him to say, "Hey, we need to build this because it fills a massive need." Also, taking into account the present level of technology, he further explains how far he believes the company has developed since he first conceived of it and began constructing it.[13:46] Conversation in the C suite - Ray describes why journey orchestration is discussed less frequently in the executive suite.[18:15] Use Cases - Ray presents some of the more intriguing Journey Orchestration use cases he has observed.[22:25] No Personas - If you can begin to personalize the experience, you may no longer require personas for design. Theoretically, it would help if you had guideposts but not necessarily personas. Ray delivers some of his thoughts in response to this.Resources:LinkedIn: linkedin.com/in/ray-gerber-b4232b/Website: www.thunderhead.com