Customer journey orchestration is proving a game changer for businesses looking to create seamless interactions and boost customer experience (CX).
As customers interact with various departments throughout their journey — from the marketing team to sales, support, and operations — siloed workflows and systems often inhibit the process. This disconnect damages the customer experience.
And that’s where customer journey orchestration comes into play.
Let’s dive in and take a deeper look.
Customer journey orchestration is an approach to customer journey management based on each customer’s unique journey with your business rather than customer segments. It takes a holistic view of their behavior and interaction history across your organization, including marketing, sales, and service.
Ultimately, it puts customers in control of their individualized experiences, creating an evolving, continuous conversation. Every touchpoint blends in seamlessly with the next, leading to a better overall customer experience.
Using customer journey orchestration to enhance your customer experience brings a number of benefits to both you and your customers. Here are some of the most important.
Businesses can provide hyper-personalized real time customer messaging and interactions. Equipped with the most relevant information and communication, customers needs’ are met at every stage of their journey. This lays the foundation for strong, long-lasting relationships by displaying the right care and attention to customers.
Without customer journey orchestration, different departments work disparately toward their own goals using their own information and tools. But, with 70 percent of customers saying connected internal processes are very important to their decision to buy, this approach simply won’t cut it anymore.
Businesses that have customer journey orchestration platforms can have teams easily share information and work collaboratively to better serve customers. This level of access allows customer-facing employees to help customers more quickly and efficiently, building connections, trust, and loyalty in the process.
Combining customer experiences across channels and touchpoints for a complete view of the customer journey brings important insights that can help you learn and improve. For example, you may be able to identify points of friction to be addressed, or notice any disconnects between touchpoints.
Customer journey orchestration helps businesses deliver the fast responses, convenience, and knowledgeable and friendly support interactions that almost 80 percent of American consumers consider part of a positive customer experience.
Better CX also brings increased sales, with 73 percent of customers highlighting customer experience as an important factor in their purchasing decisions. On the flip side, bad CX can be costly — 32 percent of customers would take their business away from a brand they loved after just one bad experience.
Customer journey orchestration has customer centricity at its very heart. To get a sense of how it can improve CX, let's take a look at some examples.
Getting the right message to the right customers, at the right time keeps them engaged with your business. This addresses a common issue customers have, with 54 percent saying that marketing messages aren’t relevant enough.
Journey orchestration allows you to adapt communication based on customer behavior. For example, a customer with an open service ticket may be less engaged by a promotional email pushing a new offer or service. Instead, you may opt to direct them to the help they need for their issue. Or, if a customer is searching for something on your website, you can send them information on current offers.
To minimize a customer’s frustration when reaching out for support, you can use data from their journey and behavior to anticipate what issues they could have before they reach out. In fact, 67 percent of U.S. consumers prefer brands that provide proactive service notifications. You can also connect them with agents they’re familiar with and have spoken to in the past.
Enterprise businesses may have different divisions and departments reaching out to the same customer about products and services. Using customer journey orchestration to help with your campaign management initiatives, you can consolidate and send communication relevant to the customer’s specific needs and ensure you’re all singing from the same hymn sheet.
The implementation of customer journey orchestration certainly brings its challenges. And coordinating interactions and information across departments and channels can seem like a daunting task. But, with the right tools and technology in place, this process becomes easier. Some of the particular challenges you might come across are:
Need help orchestrating your customer journey? The Acquire Platform could be the answer.
As consumers demand ever-more personalized customer experiences, businesses face a tough challenge — because with no two customers alike, large customer segments are no longer enough.
Customer journey orchestration instead allows businesses to build journeys that can respond and adapt to customers’ unique needs, creating a mix of touchpoints specific to that person.
Delivering exceptional interactions in this customer-centric way not only equips your customers for a successful journey, it gives you an advantage over your competitors, too.
Katrina is a New York-based copy and content writer for business and technology companies, specializing in conversation design and chatbot technology, as well as training and professional development topics.