What is customer journey orchestration?
Customer journey orchestration – especially adaptive customer journey orchestration – empowers enterprises to centrally orchestrate and connect customer experiences across all data sources and channels. Organizations are then able to optimize journeys to meet specific customer goals while giving customers personalized and relevant experiences at every stage of the customer lifecycle.
Why is adaptive customer journey orchestration important?
Adaptive journey orchestration delivers personalized experiences by responding to real-time signals, enabling pause and resume across channels, and supporting multiple customer journeys.
Benefits of adaptive customer journey orchestration
- Omni-channel consistency: Adaptive journey orchestration uses real-time data signals to ensure seamless, consistent interactions across all channels and devices.
- CHyper-personalization: Adaptive, non-linear journeys respond to real-time signals, enabling hyper-personalization that boosts conversions and brand loyalty.
- Seamless cross-channel continuity: Customers can pause and resume journeys and switch channels without losing context.
- Streamlined journey development: Adaptive journeys are faster and easier to create, reducing the need for manual and technical maintenance.
How does customer journey orchestration work?
Customer journey orchestration typically involves guiding customers through a series of interactions with a business to achieve specific goals. Traditional methods use CRM solutions to create these journeys based on predefined rules and stages, sometimes adapting to customer behavior.
Pega, however, enhances this by making the journeys more dynamic and responsive. It uses real-time customer data to continuously update and personalize the experience, allowing for real-time interactions across all channels. This approach ensures that customer interactions are more fluid and tailored to their immediate needs.
Potential challenges of customer journey orchestration
While customer journey orchestration offers significant benefits, it also comes with challenges that businesses must navigate. Below are some key obstacles to consider when implementing and managing these systems.
- Integration complexity: Integrating data from various sources can be difficult, leading to fragmented customer views and inconsistent experiences across different channels.
- Scalability constraints: Customers can be on multiple journeys, simultaneously, making them difficult to scale when not enabled by AI-powered decisioning.
- Resource intensity: Setting up and managing these systems can be complex and resource-intensive, requiring significant time and effort.
Getting started with adaptive customer journey orchestration
Successfully launching a customer journey orchestration strategy requires careful planning and execution. Here’s how to lay a solid foundation and begin building truly adaptive customer experiences:
- Begin implementing adaptive customer journey orchestration by designing seamless journeys that flow across channels and business lines.
- Focus on continuously re-decisioning customer profiles during every interaction to deliver contextual conversations.
- Center your approach on empathy, putting customer needs first.
