Journey orchestration

Do what’s right for each customer in real time

We’re in an experience economy. Consumers value and expect instant gratification. Customer experience management can no longer be a stagnant map of historical and ideal journeys. It must be dynamic, based on data and insights gleaned through an exhaustive analysis of countless journeys.  Acting in the moment across thousands of customer lifecycles might seem impossible. But it’s not. And we’re going to show you how.

Defining journey orchestration

“Orchestrate” is an action verb. When it comes to orchestrating experiences, things happen fast — and every moment counts.

Journey orchestration is the real-time improvement of customer journey outcomes. It allows you to proactively help each individual customer achieve their goals based on collective learnings from past journeys and apply those individual learnings to improve the journey at scale.

For example, many customers seek the same goal, such as purchasing a product, but take different paths to get there. Additionally, each customer has a unique set of characteristics and history. Some customers will complete their journeys; others won’t.

Predicting which customers will fail and proactively engaging to get them back on track is the goal of journey orchestration. It requires you to analyze customer data to identify meaningful patterns of behavior — in real time.

Human beings can’t deliver this level of personalization to thousands of customers, across millions of touchpoints, over the span of minutes, days, months and years. You need the right customer journey orchestration tools to do this. Only then can you make every touchpoint feel personal — across time, resources and channels.

Get started with journey orchestration

Exceptional experiences don’t happen by accident. It takes a lot of prep work before you can orchestrate journeys. Specifically, you need two foundational components: omnichannel management and journey measurement.

If your channels are seamlessly connected and your data is generating customer journey insights, you’re ready for journey orchestration.

Explore this content library to start orchestrating journeys.

Discover the power behind journey orchestration

To optimize all your simultaneously occurring journeys, you need a combination of AI-powered automation and an experience orchestration platform. This is the magic formula for creating great experiences. Imagine an online shopper who places a product in the cart and then navigates to another page, but isn’t shopping for additional items. The likelihood that this shopper will abandon the cart might depend on a number of factors. Is this a first-time shopper or repeat customer? What page did they navigate to and what other pages have they visited? A repeat customer who’s researching the return policy is likely to complete the purchase. But a new shopper now reading the company’s “About” page might be at risk of abandoning the cart. Your orchestration AI can decide how likely the shopper is to purchase based on their behavior and the patterns across all other customer data. Armed with this information, the AI can proactively offer the customer the right information at the right time and get the journey back on track. AI-powered journeys like this aren’t science fiction. In fact, they’re only the beginning of what’s possible with the help of technology today.

AI-powered automation

With journey orchestration, AI technology studies all your customer data and journeys. It uses that information to identify patterns in successful and failed journeys.  This information helps the AI identify when a customer is at risk of not completing the journey. At that point, it can suggest any number of next-best actions. Possible actions would be that the AI triggers an FAQ bot to offer relevant information. Or it would identify the best employee suited to engage, based on staffing and skill set. It could even prompt that employee on how, when, where and why to engage. AI is always learning and refining its logic based on human behavior. And as its logic improves, so do customer journeys.

Experience orchestration platform

Underlying every successful experience is a robust experience orchestration platform. A platform powered with customer journey orchestration software can seamlessly connect channels and data to understand and predict customer behavior. It can also relay that information into a single view of the customer for employees — across time and channels. The platform provides core capabilities, such as phone, email, chat, text and social channels. It also allows you to add new technology to meet customer demands. The shared knowledge base within the platform can drive all self-service, bot conversations and employee interactions to ensure a single source of truth for the entire organization. This all-in-one approach equips employees to respond in real time easier, faster and more efficiently.

See what’s possible with the right AI and technology

Get alerts when a customer needs help

When a customer veers off course from a successful journey, your team is notified immediately.

Assess engagement suggestions

Help customers reach similar goals. AI can provide recommendations for the next-best action based on other successful journeys.

Route to the right resource

Based on customer needs and employee skills, AI can direct the interaction to the best-equipped employee or bot.

Provide needed information now

Give your customers and employees access to answers and resources with shared knowledge.

Receive context about the customer’s journey

Get insight into valuable data, such as the customer’s prior transactions, current intent and more.

Show customers you care

Equipped with all the necessary information, an employee or bot can express understanding and suggest the best path forward.

“We handle around 50,000 requests daily, answering calls in under 20 seconds with a first-contact resolution rate of more than 80%. Through AI and automation, we are reducing our global cost of service for the customer. Ultimately, this makes us more attractive than our competitors.”

Lionel Florence, Director Users Digital Journeys, HELPLINE