Why brands need customer journey orchestration
As businesses focus more on their customer relationships after the pandemic, there has been a lot of talk about orchestrating the customer journey.
Forrester Wave Research is regularly published on the subject and leading consultants talk about its benefits. Journey orchestration technology is a great way for brands to improve the customer experience, build trust, and increase the lifetime value of every customer.
Defined route orchestration
So what exactly is travel orchestration? Think about the wide range of touchpoints customers use to interact with businesses, whether it’s insuring a car, making a request, booking a vacation, or reporting an issue. They will visit price comparison sites, mobile apps, websites, sign up for emails, make phone calls and visit the store. Their time journeys through these touchpoints are full of opportunities for brands to simplify the customer’s life and help them achieve their goals.
Journey orchestration offers unifying software that observes the varied journeys customers take in all of their interactions with brands (both online and offline), then arbitrates the appropriate conversation (whatever channel) the brand needs to follow. to help the customer complete their journey in the most efficient and satisfying manner.
Orchestration of the journey has taken hold over the past two years with the expansion of customer touchpoints, websites, mobile apps, email communications and research call centers in online, social media interactions and customer reviews. Customers create a plethora of rich, connected proprietary data about their intentions and desires. Understanding the signals regarding customer intent is essential. If you can see that they’re only doing initial research, don’t alienate them by bombarding them with sales or marketing offers. Or if they have a simple request, make sure your systems can take action to help them answer it. Customer journey software uses the latest technologies, such as machine learning, to interpret behavioral data and suggest the right course of action at that precise moment. It’s fast becoming the key technology enabler for brands that want to be truly customer-centric.
Understand the context of the moment
A fundamental part of true journey orchestration is its ability to use the journey context as the customer interacts. It enables brands to understand customer journeys as they unfold and can weave real-time journey information to deliver an enhanced customer experience. For example, if the platform identifies hot spots in the customer journey – perhaps customers who call the call center with a specific issue – it can suggest self-service content to help them resolve their issue. in line. It would also link this information to call center systems, providing call center agents with detailed, down-to-the-second information about a customer’s interactions up to that point and, more importantly, suggesting the “Next best conversation” for the agent with his problem. This is just a small example, in essence a true journey orchestration platform is designed to continuously orchestrate all interactions between sales, service and marketing within the context of each individual customer journey.
This holistic, cross-departmental approach to journey orchestration is transformational because, too often, each siled department is prompted to use customer data to achieve certain goals. Marketers are incentivized to maximize campaign metrics and increase acquisitions. Customer service is under pressure to reduce call times. Sales want to find the fastest way to close a deal.
By visualizing the entire journey based on actual customer activity, businesses can break down departmental silos and help the customer on their way by understanding their intentions and delivering the most appropriate conversation, no matter which department is in the process. benefits from it. We call it being customer driven, not brand driven.
Focus on the journey, not the stages
Focusing on journeys rather than one-on-one interactions is key to engaging customers and driving growth. Forrester researchers believe that companies focused on the journey achieve “higher revenues, lower costs, and better customer experiences.” the Forrester report, Journey Centricity: Learn from leaders by Joana de Quintanilha, argues that “forward-thinking companies” such as Bank of Montreal (BMO), The Economist, E.ON and Lloyds Banking Group “are turning away from channels and touchpoints and instead looking to trips ”. Meanwhile, the Boston Consulting Group finds that transforming the journey can improve advocacy by 20-40%, reduce service costs by up to 25%, and increase revenue by up to one-fifth. It is the extent of the orchestration of the value journey offered to the entire company that makes it attractive.
But a word of warning. Not all software that claims to offer path orchestration meets the criteria.
It is essential to distinguish between the customer journey and the journey the brand wants them to undertake. Really putting yourself in the customer’s shoes is asking yourself what they are trying to achieve. As management guru Tom Peters has said, marketing is about understanding the customer’s “jobs to do” and then helping them get them done.
We’re seeing wacky efforts to try to guide the customer journey and sell them things they might not be ready to buy. Use drop-down menus to allow marketers to chart a “path” of customer journey, typically leading customers to a sale. This can end up putting off customers if the purchase is not their intention, or worse, causing them to sign on the dotted line for something they don’t want and later regret buying. Definitely not a good look for a customer centric brand.
A true orchestration of the journey “from the outside to the inside” is to listen to the intentions of the customers by following their journey, then to make an inference about what really interests them. The brand can then optimize or orchestrate the journey in real time.
Technology is becoming a staple for brands in today’s crowded digital landscape with a multitude of competing channels, platforms, points of sale and touchpoints. Today’s successful brands, whether they are traditional big brands, retailers catering directly to consumers from CUUP in Burrow, or tech giants like Amazon and Uber, are all centered on the customer journey.
Every business must be on this trip. Being able to start small with orchestrating the journey, listening to only a few touchpoints with customers, and orchestrating simple conversations between them is essential.
Then, as brands gather insight and see actual journey patterns, they can expand usage across the enterprise over time to truly enable customer-driven transformation. Like any trip, the orchestration of the trip begins with a single step.
To learn more, we suggest you consult the following reports: How to choose the right technology for your CX needs and the last Forrester Wave ™ JO and RTIM research, both available for download.
Or send us a message to talk about everything related to customer journeys.
Jason is a marketing veteran with over 17 years of B2B marketing experience. He is responsible for Thunderhead’s brand and marketing, go-to-market execution and ensuring that Thunderhead customers and partners are always at the heart of our business.