{"id":519550,"date":"2024-05-11T18:44:52","date_gmt":"2024-05-12T01:44:52","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/how-businesses-put-experience-orchestration-into-practice"},"modified":"2024-08-26T22:55:02","modified_gmt":"2024-08-27T05:55:02","slug":"how-businesses-put-experience-orchestration-into-practice","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/how-businesses-put-experience-orchestration-into-practice","title":{"rendered":"How Businesses Put Experience Orchestration Into Practice"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text css=””]Giving customers a great experience has become as much a part of strategic planning for businesses as pricing, quality, convenience and other essential components. But for all the thought and new technology put into improving the customer experience (CX), results are mixed \u2014 and customers often leave disappointed. And if they’re not getting the experience they want, many will leave. In fact, 31% of consumers say they’ve stopped using a company after a negative interaction in the past year<\/a>. They\u2019re just not getting the experience they want.<\/p>\n

Addressing the Source of the Customer Experience Problem<\/h2>\n

Customer interactions have evolved significantly over the years with the rise of digital channels and technologies. Today, customers engage with brands through multiple touchpoints, including websites, social media, mobile apps and more.<\/p>\n

Yet, they view brands as a single entity, delivering one experience. One bad, slow or otherwise negative interaction can influence their overall experience. They may also vent their frustrations through negative online reviews or social media<\/a>, which can further tarnish a brand\u2019s reputation and affect customer acquisition efforts.<\/p>\n

As a result, businesses need to ensure they deliver consistent, personalised experiences that are relevant to their customers\u2019 needs and expectations. And it shouldn\u2019t matter where customers are in their journeys or which part of your business engages with them. This is where experience orchestration<\/a> comes into play.<\/p>\n

Understanding the Concept of Experience Orchestration<\/h2>\n

Experience orchestration is the process of integrating customer data from different systems to enable real-time customer journey management<\/a>. By leveraging the power of data, analytics and automation, businesses can deliver the right information, at the right time, to the right customer, across all touchpoints. By being able to manage the customer journey, from the first touchpoint to the final interaction, businesses create seamless experiences throughout the entire customers\u2019 lifetime with a brand.<\/p>\n

The integration of customer data and relevant information from different systems \u2014 such as sales, marketing, customer relationship management, service and feedback channels \u2014 generates valuable insights. Businesses gain a better understanding of customer behavior<\/a>, preferences and needs. Then they can tailor interactions and experiences accordingly. Each interaction is personalised, relevant and delivered through the customer\u2019s preferred channel.<\/p>\n

The Role of Experience Orchestration in Customer Service<\/h2>\n

By using this robust customer data, experience orchestration and customer journey orchestration<\/a> work together to ensure that customer service teams have the right data, context and tools they need to deliver exceptional customer experiences. When businesses break down departmental silos and enable cross-functional collaboration, customers don\u2019t have to repeat information or navigate multiple channels. And that streamlines the entire customer service process.<\/p>\n

Customer support agents can create better connections with their customers by anticipating needs, and identify opportunities for up-selling or cross-selling<\/a> \u2014 thereby improving customer satisfaction, loyalty and overall business success. Proactively identifying and addressing customer pain points enables businesses to turn potentially negative experiences into positive ones.<\/p>\n

Experience Orchestration in Action<\/h2>\n

Let\u2019s see how businesses in various industries can use the principles and technology of experience orchestration to deliver consistent customer experiences<\/a> throughout the entire customer journey \u2014 based on the unique needs of each business.<\/p>\n

Personalised Marketing Campaigns in Retail<\/h4>\n

Marketing campaigns are instrumental in enhancing customer engagement. And personalisation can dramatically improve retention and loyalty.<\/p>\n

According to McKinsey & Company<\/a>, personalisation marketing can reduce customer acquisition costs by as much as 50%, lift revenues by 5\u201315% and increase marketing ROI by 10\u201330%. Personalisation also improves performance and provides better customer outcomes<\/a>. Seventy-one percent of consumers expect personalisation and 76% get frustrated when this doesn\u2019t happen, according to McKinsey research.<\/p>\n

As part of experience orchestration, campaign automation enables marketing teams to efficiently define, execute and analyse<\/a> hundreds or thousands of campaigns. For example, a marketer might send a message to a customer\u2019s phone that links to a landing page. The content on the page is based on which products that particular customer has.<\/p>\n

After submitting the form, the system can automatically send an email with content based on the action taken. Finally, the marketer analyses click-through rates and conversions to constantly optimise customer engagement.<\/p>\n

Customising the eCommerce Experience<\/h4>\n

Tailoring online shopping experiences gives individual customers a shopping journey that\u2019s personalised based on known insights<\/a> about them. This could be general content, product recommendations and offers based on preferences, behavior and demographics.<\/p>\n

This level of personalisation establishes a strong connection with customers. They feel they\u2019re being heard as they experience a better and more efficient\u00a0 journey.<\/p>\n

Some sites do this by timing or triggering pop-up offers that match a visitor\u2019s behavior. These pop-ups can be set up to trigger automatically based on criteria that\u2019s meaningful to you, such as the number of sessions, shopping cart value or browsing behavior. You can start by offering first-time visitors special discounts and promotions in exchange for their email addresses.<\/p>\n

Optimising Customer Support in Tech<\/h4>\n

Automating repetitive, simple or predictable tasks is an easy starting point for improving support and, ultimately, enhancing the overall customer experience. You can use bots, autoresponders or self-service options to handle common queries, confirmations or feedback requests. This frees up agents for complex and urgent issues and speeds resolution for customers.<\/p>\n

You\u2019ll also save time and make better choices about where to focus your resources through segmentation. For example, you can prioritise high-value or loyal customers<\/a> and offer them personalised recommendations or incentives, or assign dedicated agents or teams to them.<\/p>\n

With this integrated approach to customer experience, your support team can improve its communication with customers. Plus, they can collaborate more effectively with colleagues across channels and teams.<\/p>\n

Seamless Communication in Banking<\/h4>\n

Knowing where customers are on their current journey and why they\u2019re calling has long\u00a0 empowered traditional banking contact center agents. In contrast, wealth managers and brick-and-mortar branch bankers achieve their goals using insights into the macro-level journeys that reveal long-term growth opportunities<\/a> for very specific customer profiles.<\/p>\n

Today, these roles are overlapping and all customer-facing roles need to use the same data analytics to drive success, especially for predictive engagement. Experience orchestration answers this need with an approach that integrates departmental silos and unifies communications across all channels of engagement.<\/p>\n

For example, a customer who has just opened a retirement account can trigger an offer for a free checking or savings account \u2014 if they don\u2019t have one already \u2014 and other relevant offers based on demographic data that\u2019s shared across departments.<\/p>\n

Real-Time Offers in the Hospitality Industry<\/h4>\n

As the application of AI increases in hotel marketing, it enables hotels to interact with guests in real time using machine learning to personalise recommendations and offers<\/a>, wherever customers are in their journeys. This could be as they\u2019re searching for transportation to a destination, where they\u2019ll stay and what they\u2019ll do \u2014 or upon arrival.<\/p>\n

Using an experience orchestration strategy, AI can identify and target the most effective influencers for hotel campaigns, and assist hotels in monitoring social media platforms and identifying customer feedback, sentiment and brand mentions. In this way, hotels can respond promptly and improve the guest experience.<\/p>\n

AI can also automate and optimise digital campaigns by identifying the most effective channels, audiences and times to advertise. The hotel increases revenue as it reduces costs through more effective use of its advertising budget.<\/p>\n

Predictive Maintenance in the Automotive Sector<\/h4>\n

As automotive technology advances, traditional fault detection and control methods aren\u2019t enough to ensure the smooth operation of vehicles. Modern sensors, instruments and cameras generate a wealth of data that can be used to improve the customer experience.<\/p>\n

With experience orchestration, automotive dealers can capture this data and integrate it with past service records \u2014 using AI to predict maintenance needs. Car owners can be notified and plan ahead for service that will improve or extend vehicle performance.<\/p>\n

Proactive communication makes it easy for them to maintain their car, improving their satisfaction and personal connection with dealers, for example. It also helps the business prepare for the resources and parts needed for service.<\/p>\n

Managing Healthcare Patient Journeys<\/h4>\n

For healthcare providers, customer effort scores (CES) are an important component of measuring customer satisfaction. Understanding why CES might vary across points of engagement enables teams to take action, if needed, to provide a seamless customer experience.<\/p>\n

Let\u2019s look at a real-world example of journey analytics<\/a> in action. A health insurance company discovered high CES\u00a0 for newly enrolled members trying to set up automated premium payments. To get to the root of the problem, they used customer journey analytics to examine the journeys for customers who set up automated payments via the website, mobile app and call center. Their analytics showed that 21% of members who set up payments in the mobile app encountered an issue that led to a service call, increasing their CES. But members who began payment setup over the phone or through the website were more successful and reported a lower CES.<\/p>\n

With this insight, their customer experience team prioritised a project to improve the user experience of the mobile app. In the meantime, the team can steer newly enrolled members into lower effort journeys to improve their experiences.<\/p>\n

Building Lifelong Customer Loyalty<\/h2>\n

Customers have almost limitless purchasing options today. Differentiating your brand with consistently positive customer experiences can make the difference between a one-time purchase and a lifelong customer relationship.<\/p>\n

When customers are happy, they purchase more of your products, they return frequently and they share their positive experiences with others. Using an experience orchestration approach, you can ensure they\u2019re getting the experience they want and expect, every time they visit.<\/p>\n

Find out how AI-Powered Experience Orchestration can help your business<\/a> improve customer satisfaction, retention and loyalty.[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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