Redefine CX with experience orchestration

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What is experience orchestration?

Experience orchestration is the process of identifying and crafting the ideal end-to-end journey for each customer, improving their experience and your business outcomes alike.

It seamlessly coordinates technology, interactions and touchpoints to allow a business to respond to customer intent. This makes it easy for customers and employees to achieve their goals faster. An orchestrated experience reduces friction throughout the customer journey, building deeper, more meaningful experiences that drive loyalty.

What’s needed to power experience orchestration?

Every well-orchestrated customer experience (CX) has three core components. Working together, they create a seamless end-to-end journey that meets customer expectations with the right level of empathy.

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AI technology embedded at scale

Artificial intelligence (AI) is at the heart of experience orchestration. It allows you to predict customer actions, shape journeys and drive engagement at scale.

Through machine learning, workflow builders and other customer journey orchestration tools, AI helps serve relevant information at the right time.

Connected data in the cloud

Gather real-time data from every channel and system of record, including your CRM and ERP. Aggregate and automate data processing for a unified view of the customer and their intent.

You can learn from every customer interaction — but only if their information is collected and connected in a way you can understand and interpret.

Contextual end-to-end interactions

Individual customer goals, needs and journeys will differ. When customer data is gathered and surfaced intelligently, you can optimise their experience in real time.

Whether it’s being routed to an agent or chatbot or the perfect piece of content, ensure every customer gets where they need to be next — every time.

What are the benefits of experience orchestration?

AI‑powered journey orchestration transforms the ways that people interact with your business. And it does more than just support customers and employees — it boosts your bottom line.

Innovation that supports your customers

With the help of AI, you can see changes in customer behaviour as they happen, and adjust journeys to match new goals and needs. This way your customers will never receive an outdated experience, and you can outpace your competition.

Personalised experiences that grow loyalty

Experience orchestration delivers the personalised, contextual experience that today’s customer expects. Create loyal customers by providing each one with exactly what they need, when they need it, without roadblocks.

Empowered, productive employees

Experience orchestration improves employee journeys, as well. Better and more accessible data make it easier for service agents to help customers in need, improving the day-to-day employee experience as well as overall employee satisfaction.

Business-first analytics

Don’t just guess at which customer journey will be best for your bottom line — get the information to know. Holistic real-time data gives business leaders the insights they need to be able to build experiences that customers will love and will drive business results.

Connected customer journeys

Provide a seamless experience for every customer. People interact with brands at more touchpoints than ever, and each interaction matters. Craft a continuous journey and experience across every piece of the customer experience.

AI‑powered agent support

Generative, predictive and conversational AI deliver insights right when they’re needed. Virtual agents contain call volume, reduce average handle time and improve service — keeping employees focused on interactions that make a business impact.

What are examples of experience orchestration?

A customer’s brand experience is an ecosystem of interrelated journeys. When optimised, they provide the customer with the ideal experience. Here are four ways experience orchestration improves customer journeys and employee experiences.

Transform your buyer’s journey

Examine customer actions with AI, revealing the paths they’re on and their best next step. Guide customers as they learn about products and services, shop for solutions that will solve their needs, and purchase and pay. Teach customers what they need to know to buy — without extra information they don’t care about. And make purchasing and payment a seamless process, improving cash flow and protecting customer satisfaction by preventing frustration at the sale.

Onboard customers and employees smoothly

Improve your customer experience and help achieve desired business outcomes by measuring and analysing how your products are used with AI, and using that data to make it simpler for your customer to enjoy the benefits you provide. Help customers and new employees alike get started faster with a journey built around their goals — not just internal processes, timelines and metrics.

Solve support issues faster

Service journeys influence brand perception, satisfaction scores and customer loyalty. By providing more accurate, helpful support to both customers and employees using AI‑powered insights, you can improve their overall affinity to your brand. Not only can elevating the right customer data help agents operate smarter, but gathering information about common problems can help identify more major, longer-term issues — and give your brand the opportunity to solve them.

Increase retention and lifetime value

The right AI‑powered capabilities help pinpoint the moments customers change or downgrade service — or employees churn. This data enables your business to identify when someone is at risk and take steps to help, building loyalty rather than losing an employee or customer forever. AI can also sift through customer data and identify connections between purchases and other related offerings. Then, it can deliver suggestions to generate more revenue per customer — driving value without the expense of prospecting.

Discover the power of an orchestrated customer experience

Common experience orchestration questions

What are the key components of an effective experience orchestration platform?

An effective customer journey orchestration platform must be compatible with your systems of record, like CRM, ERP and operations systems. It must also bring together your systems of engagement like websites, social media and bots.

With these components, it can draw data from every interaction a customer has with your brand. That customer journey analytics data is brought into an AI-infused orchestration engine that processes it through machine learning, workflow builders and more. The data is then routed and pushed through the right engagement services to optimise the customer’s experience.

How does AI contribute to experience orchestration?

AI predicts customer needs, identifies trends and helps make data-driven service decisions. Predictive, conversational and generative AI provide smarter self-service and intelligent automation, helping direct customers to the right call centre agent. Automated listening and learning, real-time analysis of digital and human interactions, and gamification support a more productive and efficient workforce. And root cause analysis and customisable alerts help optimise customer journeys faster.

When it comes to Genesys AI, it’s easy to use out of the box, and easily configurable to optimise for your specific needs. And customer privacy is protected, as Genesys AI is built with maximum adherence to AI ethics.

What role does data play in experience orchestration?

Orchestration requires data from all available sources, including, but not limited to, your CRM, ERP, operations systems, websites, social media platforms and bots. An experience orchestration engine takes in all that data and uses AI to determine what the best next action is for that individual, based on the situation and context. It all relies on having a full view of data, and on being able to analyse and interpret the data well.

Can experience orchestration improve customer retention and acquisition?

Yes. 86% of consumers say a company is only as good as its service, and 31%​ of consumers say they stopped doing business with a company after a negative customer experience. Customers expect their experiences to be personalised and when they encounter roadblocks, they’re more than willing to buy elsewhere. On the other hand, providing customers with exactly what they need, when they need it, practically guarantees higher satisfaction. And satisfaction promotes loyalty.

How does experience orchestration differ from customer journey mapping?

Customer journey mapping helps visualise, measure and monitor the journeys that customers take as they seek to achieve a goal, allowing you to better optimise business performance as you work to make those customer goals easier to achieve. As an analytics and measurement function, it serves as a key part of the experience orchestration process. Experience orchestration builds in artificial intelligence to allow a business to use the aggregated data to design and automate the journey to improve outcomes for the customer and your business alike.

How can businesses measure the success of experience orchestration?

A number of key performance indicators can help determine whether experience orchestration efforts are successful. Customer satisfaction and loyalty scores like retention rate show whether customers are getting what they need from their interactions with your brand. Employee productivity increases that stem from increased empowerment can be measured using average handle time, customer ratings and even employee resourcing metrics.

And finally, examine whether business needs are being met — operating costs dropping and revenue increasing are trailing indicators of an improved experience.

What are the common challenges in implementing experience orchestration?

A number of potential roadblocks stand between a business and a successful experience orchestration implementation. The complexity of evolution to the cloud from an on-premises solution, if necessary, and the complexity of cloud application consolidation can be risks to manage as you begin. Integrating all data sources into a single platform for AI analysis and management can, depending on the platform, be difficult; as can getting visibility into every interaction and journey across your whole experience ecosystem.

The efficiency and effectiveness of the implementation process itself determines how quickly benefits will be seen. And finally, considering the importance of AI throughout the experience orchestration process, its impact depends on proper implementation and management.

Deliver personalised experiences across channels

No matter where your customer’s experience starts — on social media, phone or website — you can orchestrate it with Genesys Cloud. Coordinate every step of every experience, and get quick customer resolutions while creating moments that matter.

Reach out to us today and learn how Genesys can help you achieve true customer experience orchestration.