What is customer journey orchestration and why does your brand need it

Customers can now interact with brands from multiple channels at different times and for different reasons. But what unites all of these interactions is your brand and how you use the information these customer interactions provide. With the rise of omnichannel marketing and selling, being able to link all of these interactions into a cohesive customer journey has become simultaneously easier and more complicated. 

Let’s examine what customer journey orchestration is and why it’s so important for a brand to optimize the customer journey.

What is customer journey orchestration? 

Customer journey orchestration is a total accounting of all the interactions a customer has with your brand. This can include seeing a post on social media, liking a video on Tik Tok, reaching out to customer support via a Twitter DM, visiting your website, browsing for products via your mobile app, and leaving a customer review. 

In all cases, you want to be sure that the customer is getting the most consistent and positive experience when interacting with your brand and your employees. The customer journey is not only about their path to your products, but how they are handled and treated along the way. Additionally, you want the experience to feel like a cohesive set of interactions with your business. 

• Customer journey orchestration is evolving and growing more popular among businesses, with the market projected to reach over $46 billion by 2030.
• It’s an approach that promises significant benefits for businesses and customers alike.
• Organizations implementing customer journey orchestration have achieved revenue gains of 10-20%, cost reductions of 15-25%, and customer advocacy score improvements of 20-40 points.

Three key uses for customer journey data

The use cases for customer journey information are many. It’s important to note that most of the data that’s sourced throughout the customer journey is first-party data, making it especially invaluable to understanding customer behavior and tracking interactions. Here are some of the most common uses for customer journey orchestration.

1. Individualization

Customer journey data and omnichannel marketing—plus the rise of first-party data capture—have led to some truly unbelievable personalization options when marketing to customers. However, true customer journey orchestration can move personalization into individualization. 

Individualization means connecting with customers on more of a one-to-one basis. The idea is that finding the right customer for your product is more important than simply promoting your product. With individualization, you’ll be able to target consumers who have already interacted with your brand through the media channels they are most comfortable with. This normally leads to a much higher conversion rate.

2. Addressing customer service blind spots

The goal of gathering and connecting customer journey data is to increase first-call resolution when dealing with customer service. This cuts down on the frustration customers may feel if they need to call about an issue more than once and helps your customer service team address as many different people’s issues as possible. Additionally, if a second call is necessary, the right data tracking tools will allow the customer to be directed to speak with the same agent as before.

3. Cross-channel lead prioritization

Businesses often have multiple products or services that are a fit for the same customer. A new mom might be looking at strollers, car seats, and booster seats. Instead of bombarding this customer with different emails and messaging to address all of these categories, the customer is placed into a communication channel that offers a better customer experience. 

For example, this baby products company might have a campaign set up for “new moms” where all of these products are promoted at any given time. A well-orchestrated customer journey will track time passed and be able to reach out at later dates with information on products specifically for toddlers. It’s about following the customer on their journey, not just via a campaign. This allows for further individualization of this customer and her needs.

How to successfully execute customer journey orchestration

The easiest way to connect all of the information you need along the customer journey is to work with software and technology that will bridge your systems. For example, if you have a customer relationship management system or a customer data portal, a lot of the information you need for successful customer journey orchestration has already been gathered. 

Once the data is in hand, it will take time and analysis to truly understand the different journeys of your customer base. The goal is to gather a full view of your customer, which will require multiple systems to share data. This can make it very tricky for businesses to manage.

At Lytics, we know what the customer journey is all about, and we can provide guidance and support along your path to customer journey orchestration. With Lytics Cloud Connect, you can extract all of the customer data you need from your own systems to build the type of individualized customer journeys that will impact your bottom line.