The Art of Customer Journey Orchestration

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The Art of Customer Journey Orchestration


The Gist

  • Customer journey enhanced. Customer journey orchestration streamlines real-time experiences, fostering continuous engagement.
  • Engagement levels soar. Customer engagement rises with journey orchestration, improving interaction quality at every sales funnel stage.
  • Satisfaction achieved. Customer satisfaction is elevated through journey orchestration, ensuring a unique and personalized experience.

The customer is at the center of the modern, data-driven retail experience. No matter what a brand is selling, it always benefits from putting the customer center stage. One way companies are doing this is through customer journey orchestration. Let’s consider the term and look at the ways journey orchestration can elevate the customer experience.

What Is Customer Journey Orchestration?

Journey orchestration focuses on orchestrating the customer journey.

The current goal of journey orchestration as an emerging field, according to Adobe Experience Cloud, is “the coordination of customer experiences in real-time to encourage customers to continue to engage with a company.” In other words, it is an ongoing activity that considers each individual customer journey and seeks to keep them engaged with your brand.

This is different from customer journey management in the sense that it doesn’t just consider customer data to improve a static journey established for their particular audience demographic or segment. Customer journey orchestration goes further by turning each individual customer into their own unique journey.

A traveler stands alone overlooking a beautiful blue lake that is reflecting the surrounding mountains in piece about customer journey orchestration.
A well-executed customer journey is orchestrated so as to put the customer at the center of everything that they do as they work their way from initial contact and brand awareness down the sales funnel and beyond the point of purchase.Orlando Florin Rosu on Adobe Stock Photos

A well-executed customer journey is orchestrated so as to put the customer at the center of everything that they do as they work their way from initial contact and brand awareness down the sales funnel and beyond the point of purchase.

Related Article: Unveiling the Power of Customer Journey Orchestration

What Are the Benefits of Journey Orchestration?

Here are a few of ways journey orchestration can refine and improve the customer journey:

Cultivating Greater Engagement

Journey orchestration can increase engagement across the entire sales funnel. Content advertising brand Nativo is an example of how content-based advertising can impact the customer orchestration process early on. Its platform enables customers to use the content in the consideration stage of the sales funnel as a way to spark engagement and buy-in.

Meaningful engagement is often lacking in customer service. Five9’s CCaaS (contact center as a service) platform can help connect customers with qualified agents and solutions, improving the quality of each interaction. By filling in these traditionally latent areas of the customer journey, teams can improve engagement and flesh out the experience at every step that a consumer takes.

Related Article: Will 2023 Be a Breakthrough Year for Customer Journey Orchestration?

Bringing Together Inter-Departmental Collaboration

Often, a journey orchestration team takes on the role of a customer experience team. It can include individuals from various departments, too, such as product development, marketing and customer service.



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