Fostering positive customer journey experiences takes effort and planning. Here’s a roadmap for getting to your customer journey orchestration destination.
These days marketers know they have to give people what they want. Making sure customer journeys end up in a positive place has only gotten more important over the past few years. But how can marketers bolster customers through the various stages of their ever evolving odysseys?
Companies have put a larger focus on customer journey orchestration since the height of the COVID-19 pandemic, with the goal of fostering relationships that result in recurring revenue, according to a MarTech blog post by Pamela Parker. “Adequate customer experiences are becoming table stakes,” Parker noted.
According to research by Gartner, “Thirty-one percent of respondents inside marketing departments reported they end their journey maps with purchase, lead acquisition, initial transaction or delivery of the product or service, omitting the important journey stages that follow.”
But for those endpoints to be achieved, a company needs good customer journey orchestration.
Below are four best practices:
1. Employing the Right Customer Journey Diagnostics
The first step in proper customer journey orchestration is diagnostic, not programmatic, and it comes in the form of integrated process and task mining, according to Sofia Passova, StereoLogic founder and CEO.
There is a known “gap” between what customers expect from their interactions with companies and what those companies deliver, yet often companies wait for the complaints to pour in before they can make a strategic adjustment, Passova said. “This is too late. With ongoing, unattended task mining software running in the background, companies can have a finger on the pulse of how employees in multiple departments are interacting in real time with customers.”
The software will evaluate trouble points like customers dropping out of online tasks, employees engaged in…
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