Get Started with Customer Journey Orchestration

Visualize, measure, and improve customer experiences with journey orchestration

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Get Started with Customer Journey Orchestration
Contact CentreData & AnalyticsVoice of the CustomerInsights

Published: December 8, 2022

John Flood

John Flood

The 14th-century literary masterpiece, The Divine Comedy, starts with a journey.

“Midway upon the journey of our life I found myself within a forest dark, For the straight-forward pathway had been lost,” wrote the poet Dante Alighieri.

The narrator is fortunate. Confronted with deeply uncomfortable feelings about the unknown, he meets a man who guides him to a better place. His journey becomes an orchestration of places and people, each providing answers and insights.

While far from the philosophical questions of the medieval period, the customer journey of today can be likened to finding oneself in a jumble of menus, voice and chatbots, with calls routed to several agents. All with no guarantee that the customer will get the correct answer.

Both these stories share a common theme. The main character in the Divine Comedy is helped by a stranger who guides him to a deeper understanding of life’s questions.

Whereas today, CX teams bring an orchestration of data, technology, and humans to help customers on their journey find the answers they need.

“Data is going to personalize and make every experience more efficient and effective,” said Charlie Godfrey, Senior Director of Strategic Business Consulting at Genesys. “It’s about getting people to the right answer.”

To Visualize Is to Understand

Real-time journey analytics, data management, and orchestration capabilities are the tools to enhance customer experiences. Dubbed ‘Experience Orchestration Platforms’, these solutions add value to agent and customer interactions.

“The only way we can truly understand the customer journey is by visualizing the events that are happening,” said Godfrey.

“With visualization tools, we can see the whole situation. We can measure it, understand the friction points, and find a path to success.”

Come, Let Us Reason Together – For Our Customers

Shifting to an orchestration platform requires the buy-in from all the stakeholders: leaders from across various departments and C-level executives. But it is challenging to get them in a room.

“The biggest challenge is the organizational silos,” said Godfrey.

“Everything comes down to one truth. It’s the customer. It’s their experience and their journey. Everyone has to understand they’re part of this big picture and to plan for it holistically.”

Visualizing Is Not Like Flipping a Switch

It’s critical to design a phased approach with a specific goal.

“Set a strategy based on a people-centric experience,” said Godfrey. “Who’s going to break down the silos? Everyone must be aligned and facing the same direction. Get all stakeholders to agree.”

Understand the True Voice of the Customer

The contact center is where companies hear the authentic voice of the customer. They reach out and connect because they have an issue, which is the best time to listen.

Embedded with customer journey orchestration platforms is interaction analytics, transcribing all interactions, which spurs topic modelling and sentiment analysis.

Moreover, it provides an environment where companies can listen deeper. The result is an enhanced understanding of where some journeys go wrong and what drives the positive emotions that make experiences more memorable.

The Benefits of an Orchestration Platform: Empathy

One word can spark a paradigm shift. For contact centers, that word is empathy – the ability to understand the feelings of customers. But agents need the tools.

“We have a federated data layer to listen across all customer engagement channels to capture these events and stitch together a customer identity,” Godfrey said.

Moreover, the Genesys Experience Orchestration Platform harnesses AI components to transform that data into understanding and predicting the right thing to do at the right moment.

From there, the solution unifies disparate technologies into a cohesive experience. Sharing an example of this, Godfrey added:

“A company could have an Einstein bot in one part of the journey, and Watson in another, and even ours too… but they would all be working together to provide a seamless, customer centric experience and efficient outcomes. Technology enabling empathy at scale!”

With customer journey mapping, the Genesys Cloud platform has the power to help you offer more innovative and differentiated experiences, particularly when paired with Verizon’s network.

To learn more about these experiences and why network matters to CX, visit the joint Verizon-Genesys website.

 

 

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