Customer journey orchestration is a term that you might have heard over the last few years in discussions about innovative marketing. Customers are the soul of a good business, and thus their experience matters the most for improvisation of the said business.

Traditionally this is dealt with by the marketers, people in the sales and services department. They work out a likely scenario based on common insights and plan experiences, thus creating the best possible experience for the potential customers. While this has worked till now provided done correctly, there are also inconsistencies that arise when the said perfect scenario doesn’t happen.

Customer journey orchestration is a process designed to bring the customer’s journey with your brand to life. This journey accounts for every interaction of the customer with your brand. starting from the moment they get to know your brand to their rating your product or service. Thus customer journey orchestration aims at providing a unique and individualistic experience.

Read Also:  How to Use Customer Service as an Online Marketing Strategy

Why customer journey orchestration?

In this fast-paced world, businesses are constantly evolving and adapting to the needs of the customers. The likely scenario synthesized in the traditional marketing works for a maximum number of people. But this is not enough since customers expect more, but the companies continue with their traditional framework set for their individual departments.

This leads to a gap between the expectation of the customer and the delivery. As this gap widens, the businesses fail to see the evolving needs of the customers, which repeats this cycle, making the business and customer drift apart. To seal this gap, a shift needs to occur. Yes, you guessed it right – in the consumer experience planning.

Make customer your priority – every single one

Customer journey orchestration is about delivering the best experience for your customers. But one thing that you will have to realize is that every customer is different, and no one likes to be predictable. This is the same reason why people prefer service employees to chatbots.

Letting your business be customer-centric lets you understand evolving needs of your customers and lets the businesses adapt and orchestrate customized journeys according to the acquired data. Connecting and deciphering each consumer experience by means of customer journey orchestration can provide an instant, seamless, and improved conversation.

How customer journey orchestration works?

Customer journey orchestration works by the unified effort of all systems, which includes marketing, sales, service, and e-commerce. Essentially this means being less prescriptive and more responsive. First, the key customer journeys like onboarding, claims, and renewals are visually represented to optimize the communication touchpoints. Then the data acquired are used to measure and understand the critical moments that a customer experiences along the journey. Later, the customer touchpoints are put to action by understanding the context of the interactions which helps to make real-time decisions and personalized responses in the future.

By this, you are putting the customer experience first instead of dictating journeys. Giving up control might not be easy, but as the engagement increases, the business also flourishes.

Why customer journey orchestration is considered to be a myth?

Some consider the customer journey orchestration to be a misleading concept since it makes the marketer obsess over creating high-level customer journey maps instead of understanding and reacting to what is happening in the journey. Also, improving the individualistic customer experience across different channels requires a more sophisticated and detail-oriented approach which requires real-time customer data and insights.

Customer journey orchestration – How to make it work?

While customer journey orchestration might sound like a complicated process, you can make it work with the right technology stack. With the right type of journey orchestration tools, you can fuse data across channels of customer journeys to design, test, and optimize future journeys. Thus with the right type of customer journey orchestration tool, you can use the technology to analyze and deliver great personalized experiences for the customers.

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