What Is Experience Orchestration?
Disconnected, impersonal experiences jeopardize customer satisfaction and loyalty.
Picture this: When you schedule an appointment to fix an internet outage, you’re given a four-hour window. Not wanting to wait around all morning, you request that the technician call you 20 minutes before arriving, as you might be out walking your dog. However, the customer service department fails to relay your request to the field services team, so the technician doesn’t get the message. As a result, you’re not home when the technician arrives, so you must reschedule your appointment.
This disconnect between customer service and field services negatively impacts the customer experience. A Deloitte survey of 1000 U.S. consumers found that 84% of respondents believe it is very or extremely important for brands to provide consistent, positive interactions across touchpoints.
To deliver consistently positive experiences that meet customer expectations, companies must implement experience orchestration.
What Is Experience Orchestration?
Consistent experiences with a brand are necessary—but not sufficient—to satisfy customers. Today’s customers expect connected experiences across touchpoints and departments, spanning days and overlapping journeys . In fact, a survey of 484 global CX leaders revealed that 57% of respondents believe customers expect departments to be seamlessly integrated for quick resolution and support. This is why experience orchestration is crucial.
According to Deloitte , experience orchestration refers to “using strategy, data and technology to drive consistent, personalized and connected interactions across all customer touch points. In real-world terms, it’s about ensuring that everything a brand learns about a customer is ‘passed on’ and used to inform and elevate that customer’s next experience with the brand, no matter the channel or stage of the journey.” Experience orchestration reduces friction along the customer’s own self-directed journey, instead of pushing the customer through a predesigned funnel.
Benefits of Experience Orchestration
Provide personalized experiences that build customer loyalty. Consumers choose and stay loyal to brands that anticipate their wants and needs and interact with them as individuals, not demographics. Most ( ) consumers expect businesses to understand their needs, interests, and preferences. Almost of consumers say they’re more likely to purchase from a brand that personalizes experiences—and they spend about 50% more with those brands. Experience orchestration delivers the tailored experience customers crave, giving each one what they need, when they need it, without hassle.
