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Customer journey orchestration can happen one channel at a time

I talk with a lot of organizations at varying stages in their customer journey orchestration (CJO) journey, and one thing I can say is that it helps to start with a realistic approach. For most, that means starting by orchestrating one channel at a time. In fact, adding one channel at a time to customer journey orchestration can benefit customers extensively, even if the end goal is to orchestrate across all channels. Here are some reasons why:

1. Simple improvements to commonly-used customer interactions: Even small improvements to commonly-used customer interactions, such as streamlining the purchase process or providing clearer product information, can make a big difference in customer satisfaction. By focusing on one channel at a time, you can identify and address these pain points more effectively.

2. Addressing biggest customer pain points: By focusing on the biggest customer pain points, you can create a more seamless and efficient customer experience. For example, if customers are consistently complaining about long wait times for support, you can prioritize adding a self-service portal or chatbot to help address this issue.

3. Identifying internal gaps in communication: As you add each new channel to your orchestration, you may identify internal gaps in communication that need to be addressed. For instance, you may find that your marketing and sales teams are not properly aligned, leading to inconsistent messaging or lost opportunities. By addressing these gaps, you can create a more cohesive and effective customer experience.

4. Learning from each new channel: As you add each new channel to your orchestration, you can learn from the data and feedback generated by that channel. This can help you refine your approach and make improvements to other channels as well. For example, if you find that customers are more likely to engage with your brand through social media, you can use this insight to inform your marketing strategy and improve your customer service responses on that channel.

5. Building a stronger foundation for future expansion: By starting small and adding one channel at a time, you can build a stronger foundation for future expansion and slowly build your customer journey operations over time. This will make it easier to scale your efforts and add more channels as needed, without overwhelming your resources or customer experience.

As you can see, adding one channel at a time to customer journey orchestration can benefit customers extensively, even if the end goal is to orchestrate across all channels. By focusing on simple improvements, addressing biggest customer pain points, identifying internal gaps in communication, and learning from each new channel, you can create a more seamless and efficient customer experience that drives satisfaction and conversions.

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House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström