Customer Journey Orchestration: Reduce Churn and Increase Sales
Definition of Customer Journey Orchestration
In a world of ever-changing customer expectations and constantly evolving technology, businesses must proactively approach customer engagement. Instead of reacting to changes after they happen, companies need to anticipate them and proactively shape the customer experience (CX).
This is where a CRM (customer relationship management) AI software called customer journey orchestration (CJO) comes in.
This is the deliberate and strategic planning of customer touchpoints throughout the entire customer lifecycle by taking a proactive and holistic approach to customer engagement and creating unique and differentiated experiences that help customers and drives loyalty and advocacy.
In todays competitive landscape, customer journey orchestration is essential for any business that wants to stay ahead of the curve by creating individualized experiences.
The rise of CJO software which harnesses the power of AI and machine learning, means that businesses can now take advantage of real-time interactions and significantly improve the CX. With better customer experiences comes increased loyalty and sales.
It costs far less to retain a customer than to acquire a new one, so investing in journey orchestration software is an investment that can pay dividends over the long term.
One of the leading companies in the CJO space is Alterian with their Real-Time CX platform, and they have been recognized as a Forrester Wave Leader for 2022.
Overview of CJO For Improving Customer Experience
CJO is critical for improving the customer experience because it enables you to anticipate their needs and proactively align their engagement strategies with those needs.
By understanding the different touchpoints along the customer journey, you can create personalized experiences that give them what they need when they need it. For example, if a customer has expressed interest in a particular product or service, the business can create a tailored experience that guides them through the process of purchasing it.
Also, journey orchestration gives you visibility into customer behavior and interaction patterns to better prepare them to meet their needs in real-time. By providing them with the information and support they need at any given time, you can build trusting relationships that lead to long-term loyalty and reduce churn.
The Benefits of Implementing Customer Journey Orchestration
Enhancing Personalization & Segmentation
Many companies realize the benefits of customer journey orchestration. CJO is the process of managing customer interactions across channels to provide a seamless, personalized experience.
It allows you to take a holistic view of the customer journey lifecycle and identify opportunities for improvement. By enhancing personalization and segmentation, CJO can help you increase sales, improve customer satisfaction, create brand loyalty, and cut the costs of customer interactions (avoid call centers).
One way that it enhances personalization is by managing customer data. Collecting data from various channels and consolidating it into a single view gives you a more complete picture.
This allows you to better understand customer needs and tailor their interactions accordingly. Furthermore, CJO can also help to segment your customers more effectively. By understanding the different stages of the lifecycle, businesses can create targeted marketing campaigns that are more likely to convert leads into paying customers.
Overall, it provides many benefits that can help businesses to grow and thrive. By enhancing personalization and segmentation, CJO can help you to increase sales, improve satisfaction, and create brand loyalty.
Improving Cross-Channel Integration
Customer journey orchestration allows you to create a unified customer experience across all channels by connecting them with the right platforms and data.
While this can be difficult to achieve, the benefits are clear. CJO can help brands increase customer loyalty and advocacy, boost revenue, and improve efficiency.
Additionally, it can pave the way for new growth opportunities, such as upselling and cross-selling.
For example, let’s say a customer starts researching a product on their phone but doesn’t make a purchase. By tracking their journey and understanding their intent, a brand can send them relevant discounts or notifications – ultimately increasing the chances of conversion.
Allowing customers to move seamlessly from one stage to another creates a more cohesive and consistent experience. Additionally, better cross-channel integration also helps to track their behavior and interaction patterns across different channels, giving you valuable insights into their preferences and needs.
This helps you to better understand how they move through the sales funnel and identify ways to improve their engagement strategies. All the departments in your business need to be able to work together.
So the marketing team, for example, needs to be aware if a refund request or another query has been registered with customer service, so they don’t keep marketing as if nothing had happened and alienate the customer even more.
There’s no doubt that customer journey orchestration requires significant time and resources. But it’s an essential investment for brands looking to stay ahead of the curve.
Streamlining Operational Efficiency
How exactly does customer journey orchestration streamline business operations? Here are three ways:
1. By reducing the need for manual processes, it can save a significant amount of time. When all of the data is in one place and can be easily accessed, there’s no need to waste time on manual data entry or trying to piece together information from different sources.
2. It can also help to avoid duplication of effort. When all of the data associated with a customer’s journey is in one place, it’s easy to see where there may be gaps or duplications. This allows businesses to focus their efforts on areas that will have the biggest impact.
3. Finally, it can help to make better use of your resources. By understanding where customers are dropping off in their journeys, you can identify areas where they may need more resources or need to adjust their processes.
For example, if you see that they frequently abandon their journey at the checkout page, you may invest in more resources to improve the checkout process.
Real-Time Interaction Management
CJO also helps with real-time interaction management (RTIM). Businesses can identify opportunities to intervene and improve their experience by tracking customer behavior and activity.
For example, if a customer has been browsing online for a particular product but hasn’t made a purchase yet, you can use RTIM to send targeted promotions or discounts to encourage them to buy.
In addition, it can also be used to provide customers with personalized support or information during their journey. For instance, the software can send helpful content in real-time if a customer is about to make a purchase but has questions about the product.
This can help increase customer satisfaction and loyalty, leading to increased lifetime value, and also helps the customer avoid a potentially expensive call to the help center.
The question of real-time is a hot topic, with many companies claiming they have RTIM when they don’t. The true definition means the software needs to show a survey or a banner, and this has to be done in real-time: i.e., at the point when the visitor is interacting and a sub-milli-second decision as to what to show.
With most platforms, there is a considerable delay in getting the information, and the banner will be shown much later, which can result in lost sales and a reduced CX.
How to Get Started with Customer Journey Orchestration
Define Your Goals & Objectives
Before you can start customer journey orchestration, you need to define your goals and objectives. Some companies want to improve customer satisfaction, while others want to increase sales or reduce churn.
It’s important to ensure you have customer journey analytics (CJA) software in order to execute the customer journey orchestration as they complement each other.
Once you know your goal, you can start mapping out the customer journey. This involves identifying all their touchpoints with your company, from first awareness to purchase and beyond.
Once you clearly understand the customer journey, you can identify improvement opportunities. For example, you might want to reduce the number of steps in the purchase process or improve communication at key points in the customer journey.
By orchestrating the journey from start to finish, you can make it simpler, smoother, and more enjoyable for your customers.
Gather Knowledge of Your Customers’ Needs & Behavior
The first step to CJO is understanding your customer’s behavior. You need to know what they want and how they want it. This means keeping track of their every move, from the initial contact to post-purchase follow-up.
Only then can you determine the most important touchpoints and how to best connect with them at each stage. The best way to do this is through a combination of first-party data (like surveys and web analytics) and third-party research (such as social listening).
By taking the time to understand your customer’s needs, you’ll be in a much better position to craft an effective journey.
Create an Automation Plan for Each Channel or Device
Once you understand your customer’s needs, it’s time to create an automation plan for each device. For example, if you have a multi-channel approach, you’ll need to create an automation plan for each one.
This means setting up triggers, creating automated campaigns, and optimizing the customer experience for each one. You can also opt for a cross-device approach, where they interact with your brand on different devices and create a single journey across all of them.
This will ensure that customers have a seamless experience regardless of device.
Challenges and Best Practices of Customer Journey Orchestration
Keeping Data Accurate & Up-to-Date
One of the biggest challenges of customer journey orchestration is keeping data accurate and up-to-date. As they interact with different channels, it’s important to make sure all of their information is accurately recorded and stored in one place.
This will ensure that your journey maps are always accurate and that you can effectively track customer data over time. To ensure data accuracy, it’s important to have an effective data governance strategy in place and employ data stewardship practices.
Avoiding Channel Overlap & Spam Filters
Another challenge of customer journey orchestration is avoiding channel overlap and spam filters. When customers interact with different channels, it’s important to make sure that they don’t receive the same messages from multiple sources.
Not only will this lead to confusion and frustration, but it could also trigger spam filters which can result in your emails not being delivered. To avoid overlap, it’s important to create distinct journeys for each one and ensure that customers are only receiving the most relevant messages.
Measuring ROI & Improving Customer Experiences
Finally, measuring journey orchestration’s return on investment (ROI) is important. By tracking KPIs like engagement, conversion rate, and average order value, you can determine your journeys’ effectiveness and make necessary improvements.
It’s also important to focus on improving customer experiences. By understanding customer intent and providing personalized experiences, you can create an enjoyable journey for your customers.
Customer journey orchestration AI software is an effective way to improve customer experiences and increase sales. Understanding customers’ needs and creating tailored journeys ensure that each interaction is relevant and meaningful.
Additionally, you can ensure they receive the most up-to-date, relevant information by employing automation tools like triggers, automated campaigns, and cross-device optimization.
Finally, by tracking KPIs and measuring ROI, you can ensure that your customer journeys always improve and create value for your business. By implementing customer journey orchestration, you can create a better experience for your customers and increase customer loyalty and sales in the process.