Kirjoittaja: Ville Immonen / Head of Sales & Marketing
Julkaisupäivä: 2021-08-16

Blast off into the Future of Customer Experiences with Customer Journey Orchestration

Every customer journey is unique 

New generations of customers have different expectations, goals and behaviours than their predecessors. To create an experience that can keep pace with these changes, companies need to re-think how they orchestrate customer journeys. This blog post will explore the benefits of a customer-centricity approach and how Customer Journey Orchestration helps companies to focus their customer experiences!

Firstly, what exactly does Customer Journey Orchestration do? It's an orchestration engine that allows organizations of any size or sector to connect their data points across channels to understand what journeys individual customers are taking. With this knowledge, organisations can personalize content or experiences specifically for each customer without investing significant resources into building a one-size-fits-all solution from scratch. Additionally, as most digital interactions happen through multiple touchpoints - such as website visits and social media. Therefore, it is crucial to deliver the right content in the right channel at the right time.

Why do we then struggle to provide advanced, customised content that ultimately improves customer experience?

The problem is that we tend to measure success with vanity metrics like website visitors and social media likes. But if a customer has purchased from you and has not seen the expected results, it will lead to a possible decrease in customer experience. In the worst case, it will lead to leaving your services altogether.

Companies need to think of the journey before thinking about individual components and connecting at each touchpoint along that journey to offer a better service. Customer centricity is key for businesses looking to increase customer satisfaction and loyalty.

The key is to get away from vanity metrics and measure success through customer satisfaction, the client's lifetime value, and other data-driven insights.

In this post, we will focus purely on journey orchestration - how by focusing on customer experience, companies need to re-think their journeys. 

Companies need to rethink their customer experience through the journey a customer goes on

Journey orchestration starts with identifying each stage in the process and mapping out how your business interacts with customers at every touchpoint. It's important to focus on your customer's experience and identify what data to collect from each touchpoint, such as time spent viewing or abandoning online shopping carts. By understanding data across all your customer touchpoints, you can verify whether customers experience the service as you designed it.

Journey orchestration is a way of thinking by putting a customer at the centre of your service modelling.  It is a data-driven approach applied to many customer service areas, from marketing and sales to service. If you follow this process, then at the end, you will have identified your best customers, which ones are most profitable for your business or why they might need extra care. You should also know how well you are performing in different areas and how you can improve.

Customer experience is the most important business outcome of any customer service operation because it impacts other outcomes such as retention rates or sales conversion rates

It's no secret that a customer-centric approach to service is the key to success in today's business environment. As consumers are more demanding than ever, and as we shift from traditional to digital communication channels with our customers, companies need to rethink their customer experience through the journey a customer goes on. 

We tend to measure success with vanity metrics like conversion rates or lead generation, which may make us feel good. Still, we mislead ourselves into taking actions that ultimately harm rather than help us achieve what matters most: retaining loyal customers who return again and again. The problem is not just one of measurement; it's about rethinking how you do things - by thinking differently about your product offerings, interactions between agents and your technologies, and the way you use data to design your customer experience.

The first step is to think about a customer's journey as an opportunity to co-live your customers experience through your services

It is time to re-think the customer journey. And it’s not just because of data points, like devices or channels or technology. No, it's about who we are as humans and how our minds work. We think in stories with beginnings, middles and ends that flow seamlessly from one event to another without interruption or confusion.

The second step is to think about your customer's journey as a story that unfolds in their mind, not just through technology and interactions with agents.

Ask: How can we map the stages of our customers' journeys? How do we anticipate what they want or need next? And how do we help them get it (whatever "it" is)?

Journey Orchestration helps you co-live your customers' experience through your services. This means that as they go from one stage to another, we're there with them and helping seamlessly navigate the next steps when needed

The third step is to focus on smaller microjourneys. A microjourney is a sequence of steps that can be mapped to the customer journey. If you're not sure what your microjourney is, think about specific instances where customers want something.

The fourth step is optimizing and orchestrating those microjourneys into one cohesive, cross-channel experience. 

It might sound like science fiction, but it's not. Journey orchestration is a way to optimize customer experiences. That optimization can include data analysis (customer journey mapping is best supported with customer feedback), understanding customers' needs and preferences, and their preferred channels.

The final step in Journey Orchestration is orchestration: mapping these individual microjourneys into  one cohesive, cross-channel customer experience

The future of customer experience is about orchestration. Companies need to rethink their customer experience and move away from chasing vanity metrics and towards measuring success through customer satisfaction, the client's lifetime value, or other data-driven insights. 

This requires thinking about how every single microjourney can align with the overall journey map for a company’s customers--that means considering all touchpoints from marketing campaigns to servicing your product after purchase. 

We have expertise in designing automated, personalized journeys. Journeys that take into account what you want as well as what your customers may want based on where they are along their own personal path with you and your brand. 

We call this Journey Orchestration.