6 Customer Journey Orchestration Trends to Watch in 2024

Trends transforming customer journey orchestration

6 Customer Journey Orchestration Trends to Watch in 2024 - CX Today News
Loyalty ManagementInsights

Published: February 9, 2024

Rebekah Carter

Today’s customer journeys are far more complex than they once were, driving the rise of new customer journey orchestration trends, technologies, and initiatives. To deliver consistently excellent experiences, retain customers, and increase sales, modern organizations need to comprehensively map, monitor, and manage a vast range of touchpoints.

Businesses need to consider not just face-to-face conversations and phone calls anymore but a multi-faceted journey that involves both online and offline channels. Customer journey orchestration tools, designed to help companies understand, optimize, and even automate customer interactions, can drive incredible benefits for business leaders.

After all, companies focusing on CX can increase their revenue by 80% and even reduce operational costs. However, staying one step ahead in the complex market requires businesses to innovate and experiment, according to the latest CX trends. Here are some customer journey orchestration trends businesses should know in 2024.

1. Omnichannel Continues to Evolve

One of the biggest benefits of customer journey orchestration tools is that they help companies deliver a more consistent, omnichannel experience. Around 69% of customers want a consistent, seamless experience across multiple channels.

With orchestration tools, companies can align multiple customer-facing teams with the same data (from sales to marketing), pinpoint journey friction points, and ensure information flows between channels. However, the latest customer journey orchestration trends indicate that business leaders must consider more touchpoints in the years ahead.

Alongside video and audio conferencing, messaging, and social media, there’s a rising demand for new service channels, such as messaging bots powered by generative AI and extended reality. As brands branch out into the metaverse and new channels, they must ensure their orchestration tools can accommodate these touchpoints.

2. Customers Demand Deeper Personalization

Another benefit of customer journey orchestration is it allows companies to map experiences to specific customer preferences. When companies can identify each central customer touchpoint, the needs of their target audience, and the factors that affect loyalty and churn, they can deliver more optimized experiences.

In 2024 and beyond, however, companies must take personalization further. Modern customer journey orchestration trends will prompt companies to leverage more AI tools and analytics to deliver relevant experiences at every customer journey stage.

Businesses must leverage real-time and historical customer data to deliver personalized recommendations to consumers during the sales journey. They’ll need to adapt their onboarding and customer success experience to the goals of each customer and personalize rewards for loyal customers. The more companies can personalize the experience, the more likely they are to capture, convert, and retain loyal customers.

3. AI Powers Customer Journey Orchestration Trends

Artificial intelligence isn’t just powering customer journey orchestration trends; it’s having a resounding impact on every aspect of the CX landscape. The rise of more innovative AI tools, from natural language processing systems to assess customer sentiment to machine learning solutions for predictive analysis, is transforming how we manage customer journeys.

Today’s most innovative customer journey orchestration tools leverage AI to help with customer journey mapping. They can curate and consolidate data from multiple environments, convert vast volumes of data into actionable insights, and even deliver recommendations for growth.

AI tools can power proactive customer journey strategies, helping companies understand their customer’s needs in advance. They can help teams create automated workflows for customer service, marketing, and support. Generative AI systems can even automate various parts of the customer journey, delivering recommendations and personalized service.

4. Companies Invest More in Automation

Alongside artificial intelligence, automation is another concept transforming the CX landscape on a massive scale. Already, a major benefit of using customer journey orchestration tools is the ability to automate various repetitive tasks. Teams can automate everything from sending out marketing messages to following up with sales leads and existing customers.

Going forward, robust customer journey orchestration systems will allow companies to automate crucial tasks. For instance, orchestration platforms integrating workforce management tools can automate demand forecasting and staffing management. Solutions that use artificial intelligence can automate updating customer notes and profiles.

Some orchestration toolkits even give companies access to low-code and no-code solutions to build powerful bots for the customer journey. These bots can deliver proactive customer service or reach out to companies with product recommendations.

5. Vendors Offer Deeper Data Insights

A core component of customer journey orchestration software is offering businesses deeper insights into their customers’ journeys, preferences, and requirements. However, companies need even deeper, more granular insights as consumer demands evolve.

Increasingly, customer journey orchestration trends are pushing vendors to offer more innovative analytical tools and reporting systems. They’re leveraging natural language processing for sentiment analysis, providing insights into customer feelings at each point of the journey. They’re using intuitive software to map customer journeys across websites and analyze interactions with marketing campaigns. Companies are even beginning to access predictive analytical tools.

These solutions use vast amounts of historical data to help companies identify the future trends and customer requirements they’ll need to address. There are even tools that help companies understand and gather customer satisfaction metrics. For instance, vendors now offer AI-driven CSAT solutions and automated survey systems.

6. Compliance in Customer Journey Orchestration Trends

Finally, with the rise of new technologies comes new challenges to consider for compliance, privacy, and security. While consumers expect companies to use data to personalize their experiences, they also want to guarantee their information will remain safe and confidential.

To adhere to these requirements and the evolving compliance regulations of the CX landscape, business leaders need to invest more heavily in data protection. They need to ensure their customer journey platforms safely leverage and store information according to regulatory guidelines.

Additionally, they must ensure customers are informed about how data is collected and used. We can expect to see an increase in data security, automated solutions for redacting customer data, and more in the years ahead.

Exploring Customer Journey Orchestration Trends in 2024

As customer journeys become more complex and multi-faceted, customer journey orchestration tools will grow more essential to CX-focused businesses. The latest trends in the customer journey landscape indicate companies will need to adopt new service channels, leverage innovative AI technology, and invest in automation.

At the same time, they’ll need to ensure they’re delivering hyper-personalized experiences without compromising on data security and compliance.

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