May 20

Why is customer journey orchestration increasingly becoming popular?

You’ve probably been hearing the term “customer journey orchestration” more and more in recent times. What does it mean? Why is it important? And how can you use it to adapt to the CX landscape of today? That’s exactly what we’re going to talk about here.

Let’s dive in. Customer journey orchestration is the process of incorporating real-time insights into CX processes to optimize delivery. With CCaaS migration becoming increasingly popular, businesses are looking for ways to improve their on-prem customer journeys to make use of the advantages cloud tech brings.

Top CCaaS vendors are setting the stage for orchestration

Pointillist by Genesys is a tool that is specifically designed for end-to-end customer journey management. It allows users to convert data from billions of customer interactions into journey data pipelines that enable real-time analysis and orchestration.

Even Genesys Cloud CX is incorporating new native journey management capabilities into the platform, which was announced just a couple of days ago at the Genesys Xperience event.

Olivier Jouve, Chief Product Officer at Genesys has commented, “Our native journey management capabilities further deepen the AI-powered experience orchestration engine of Genesys Cloud”. According to Genesys, these new capabilities will deliver deeper insights into customer behavior.

Five9, another leading CCaaS provider, also offers customer journey mapping software to help agents understand each customer’s journey so that they can deliver personalized experiences that will drive satisfaction.

Why should you get ahead in the game of journey orchestration?

So why are all these cloud providers focusing on journey orchestration all of a sudden? And why should you get into it? Well, the numbers speak for themselves.

Customers today expect interactions to be hyper-personalized. What does this mean? It means making use of real-time data to create products, services, and experiences that are highly granular and customer-specific. According to a McKinsey report, 71% of consumers expect customized experiences—and companies that get this right can generate up to 40% more revenue.

Customer journey orchestration also helps streamline omnichannel capabilities, which is basically a must-have for CX in this day and age. Around 69% of customers want consistent and seamless experiences across multiple channels, according to Twilio—and businesses better be on top of their orchestration game if they want to make full use of their omnichannel capabilities.

This is before we even talk about the obvious benefits that orchestration offers: enhanced team efficiency, improved operational performance, and increased revenue are just some of them. Furthermore, it also allows businesses to evaluate and provide the best customer experience in real-time. Talk about customer satisfaction!

A story of the Canadian Red Cross and Pointillist

The Canadian Red Cross (CRC) relies heavily on public donations. They used Pointillist, Genesys’s customer journey orchestration tool, to get better visibility into their donor journey and maximize their collection efforts. The results? Staggering.

They saw marked improvements across their CX operations—with a 95% increase in analyst throughput, 20% potential improvement in donor reactivation, enhanced visibility across all channels, and reduced time to derive actionable donor journey insights.

The power of journey orchestration is nothing to scoff at!

Optimize your CX operations with customer journey orchestration for CCaaS

With cloud technologies becoming more prominent in the CX landscape and more businesses embracing CCaaS, the potential for optimizing journey orchestration is unmatched.

If you’ve already undergone CX migration and are looking for ways to enhance your CCaaS environment with additional capabilities, customer journey orchestration is an emerging trend you should definitely consider.

So, go forth and delight your customers with a pinpoint understanding of their journey!

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