A good Journey Orchestration helps to understand the unique behavior of each customer, making your brand achieve the authentic one-to-one with your customers. At Omega CRM we have a team that helps you achieve it.
Journey Orchestration for a better experience
The needs of the Customer Journey
The entire set of interactions that a customer has with your brand, starts from the first moment they see your ad and accompanies them at different times of their lifecycle up to, for example, the satisfaction survey. All these steps must have a coherence, a sense, an organization and a common objective, and for this it is essential to align, coordinate and, as the same word says, orchestrate them.
To achieve a true one-to-one relationship with your clients, it is crucial to understand the behavior of each one and this starts with a good Journey Orchestration. As a note, 63% of consumers state that they will stop being customers of those brands that provide them with poor personalized experiences, and 72% of consumers indicate that they only feel connected to brands with which they have authentic experiences that are personalized to their interests and needs.
From isolated to orchestrated communications
Traditionally, customers have tended to interact only with some parts of your business, such as Marketing, Sales or Service. Experiences often very fragmented or disconnected from the totality of your brand. What is intended with Customer Journey Orchestration is to break down the silos between the different teams and systems, to ensure that the experience that each of your customers lives is managed in a personalized and connected way.
This process becomes a set of coherent, convincing, coordinated interactions with a common goal. Regardless of when, where and how customers interact with your brand, having a good Journey Orchestration will help you develop engagement and loyalty with them.
From generalized prescription to personalized attention
Technologies of this type allow you to unify, understand and organize the conversations and experiences of all your customers in all the interactions they have with any department of your brand. This provides a completely unique and constantly evolving brand experience.
Implementing a Journey Orchestration strategy means moving from the prescription to the reception and attention, coherently enabling each client all the necessary paths to get where they need to go, accompanying them to resolve their doubts and needs. At Omega CRM we have the knowledge and ability to help you take your brand’s relationship with your customers to the next level, making as many unique experiences as customers you have in your base come true of data. It is an effort that is accompanied by good rewards.
Advantages for your brand
> Link the different customer contact points with your brand in an omnichannel way allowing you to better understand their behavior. Use these learnings, to map and trigger all those actions that add more value to each client depending on the moment in which they are.
> Take advantage of all the interactions of your customers, to connect. Identify who is who, where they are, why they perform each action and how to communicate with them in a personalized way and in real time.
> Tailor each client’s journey with your brand with the aim of fostering long-term loyalty while increasing the lifetime value of each one.
> Break down siloed data and reduce customer churn by driving consistent and relevant experiences.
> Provide a unique omnichannel experience, aligned with your customers’ opinions about your brand and their needs.
Journey Orchestration use cases
We have seen that ultimately Journey Orchestration is about delivering great customer experiences that make them feel unique, special, and listened to at all times. Whatever your business, connecting channels, creating more individualized experiences and empowering your team with more data will take your brand to the next level in its relationship with your customers throughout their entire life cycle.
How we can successfully approach it, listening to customers, understanding their needs and wants, deciding the next best action, and taking action in real time are examples of some of the most common use cases. In this sense, the tools of Digital Engagement and Marketing Automation, play a crucial role. when it comes to helping our clients create Customer Journeys that respond to multiple use cases.
Personalization based on cross-channel behavior
An inconsistent and fragmented experience is one of the biggest frustrations for customers when interacting with brands. Although for your company each interaction point or channel may be part of a different department, your customers only see the same brand and expect both messages and interactions to be synchronized and orchestrated, giving rise to the desired experience.
Reacting to the online and offline behavior of your customers by adjusting the time they receive an email, modifying your website or adapting your advertising and paid media strategy are some examples of Journey Orchestration.
Resolution of gaps in Customer Service
The first call from a customer to their favorite brand to solve a problem has become a great challenge for organizations. Establishing a good Journey Orchestration allows you to optimize the journey that it takes to resolve your doubts and needs, not only in this first call, but with anticipation and accompaniment through the different channels.
To connect the customer experience, a journey orchestration tool connected to CRM data, such as Salesforce Marketing Cloud Journey Builder and Salesforce Digital Engagement, provides powerful decision-making capabilities, directing customers to what they are looking for and providing the service team with all the necessary context at all times.
Prioritization and next best experience cross-channel
Where traditional campaigns would place a customer in every relevant communication flow, Customer Journey Orchestration enables your brand to create Customer Journeys that deliver the right message to each individual regardless of the channel through which they interact with it.
Leaving behind the focus of selling a particular product and concentrating your efforts on delivering the right messages through the right channels with maximum customization in a coherent, integrated, connected, and orchestrated way is the way to achieve the goal of increasing sales and, at the same time, create better experiences for your customers.
Benefits of Customer Journey Orchestration
Provide customers with much better end-to-end experiences. Although the impact of increasing your engagement and loyalty can be much more profound, and that is that making the change from a traditional compartmentalized approach to looking at the complete life cycle of a client in a connected way and from all the divisions of your company, has multiple benefits.
Customer Journey Orchestration provides the right means tailored to each customer, to deliver the right message at each critical point in their journey with your brand. So, whether from the web, the call-center, the email channel, the mobile channel or the point of sale, it is possible to both deliver and evolve a truly holistic experience, while reducing costs and increasing engagement. both employees and customers.
It goes far beyond Marketing efforts related to campaigns or promotions, it makes it possible for your company to establish connections with your customers that transcend Marketing and that, from a new perspective, involve Service and Sales. It is for this reason that we are not exaggerating when we say that this is fundamentally changing the way companies operate as they become truly customer-centric and at Omega CRM we can help you achieve it.
