What Is Customer-Journey Orchestration?
What Is Customer-Journey Orchestration?
Of course, we want to support moving from one interaction to the next in a customer journey by designing seamless ways for customers to pick up where they left off. Beyond this ease of transitioning, however, the design should be one step ahead of users — predicting what they’ll do next and meeting their specific, individual needs before they even formulate them.
Orchestrating the customer journey is the surreptitious planning or coordination of the journey to minimize user effort for future actions. In other words, intelligently offering something useful and relevant (a piece of content or an interaction) to your customer as a next step because you understand that customer and your user base well enough to predict a potential need or action based on the current situation.
Three Levels of Orchestration
Contextual and real-time orchestration requires a highly integrated, mature data model, along with artificial intelligence (AI) capabilities, but this should not keep aspiring organizations from achieving some level of orchestration in their customer experience. There are less complex ways to begin designing orchestrated experiences. We describe three levels of orchestration.
This figure highlights the key differences between the three levels of journey orchestration.
