Your Expert Guide to CX Orchestration & Enhancing Customer Journeys

Better CX through
Orchestration
February 22, 2024
Leveraging customer journeys eﬀectively

Deﬁning Orchestration
or·ches·tra·tion
noun
The planning or coordination of the elements of
a situation to produce a desired eﬀect,
especially when done in a way that attempts to
avoid notice or attention.

Eﬀective orchestration of customer
experiences requires a foundation of
personalized interactions.

A NEW ERA
Personalize Each Experience
Observed
Experiences
Behavioral Patterns
Automated Metrics
Conversational AI
Experience Heatmaps
Journeys and Funnels Mapping
Connected
Experiences
Total Customer Experience (TX)
Bidirectional Integration
with CRM, Customer Data
Platform (CDP)
CX Economics
Personalized
Experiences
Real Time Decisions
Next Best Action / Next Best Oﬀer
Journey Intelligence
Enterprise Level Integrations

Brands have a long way to go to personalized experiences
Level of Personalization in most recent
company interaction
Sentiments on the current state of
personalization
“Companies could do more to make interactions with
customers feel more personal”
“I have experience a company asking me for information
about myself multiple times and then never doing
anything useful with it”
“I have had a past experience where a brand has said
they will provide a highly personal experience but then
failed to deliver on it”

There is a significant market developing for orchestrated
experiences - both on the revenue and cost side
72%
66%
49%
5.6%
10.0%
14.9%
of consumers say they only engage with
personalized messaging
of consumers say encountering content that
isn’t personalized would stop them from
making a purchase or renewing a service
of consumers say they would likely become
repeat buyers if offered a personalized
experience by a retail brand
Increase in company revenue
Decrease in company operational cost
Increase in customer experience scores and
engagement effectiveness
Consumer Company
Deloitte Orchestration Research

Customer
Journey
Orchestration
Components of Orchestration
Individualization
AI Machine Learning
Customer Journey
Next Best Experience/
Conversation
Customer Data
Platform/Repository
Real-time Interaction
Management
Customer Experience
Management

Automation
Identity
Resolution
Decisioning
Analytics
Customer
Experience
Sales &
Marketing
Service &
Support
Orchestration
Engagement
Scores
Interaction
Management
Journeys
Security &
Encryption
Data
Governance
Integrations
AI / ML Feedback
Personalized campaigns &
promotions to acquire &
deepen relationships
Optimized coaching, customer
engagement, & issue resolution
Individualized & relevant
cross-channel experiences
for customers
Enterprise-Grade
Platform
Connected Experience Platform

An example of how Medallia can
orchestrate an experience

Medallia © Copyright 2024. | 14
ALEX
Long-time Mobilli customer
Mobilli never
sends me
relevant
oﬀers!
Do they
value my
loyalty?
Am I getting as
much value as
I should?
Should I start
considering
other
providers?
SARA
CX Leader at Mobilli
We must
connect with
customers and
deliver on the
brand promise.
We need to
reduce our
costs
We are
losing too
many
customers
! !

ALEX
is a long-time
Mobilli customer
and are looking
for a new
Samsung
phone.
Mobilli
knows me!
I love that
they
anticipated
my needs.
Mobilli is my
mobile phone
service for life.
Alex has been on Mobilli.com
drooling over the new Samsung
and checking out all the different
features. He was also in the store
looking at the new phone.
KNOW HOW
CUSTOMERS BEHAVE
Alex receives a timely trade-in
offer at a price he is happy with
along with a free phone case
incentive.
PRECISION EMPATHY
Alex accepts the offer and its
lifetime value is optimized.
SATISFIED CUSTOMER
● Systematically act in the
moment to delight
customers
● Optimize cost of service
and revenue
RESULT WIN-WIN

SARA
gained board
acceptance and
is seeing
reductions in
customer
churn....
Content is
consistent
They are all
working
towards a
common goal.
Teams are
aligned with
customer
intent.
Employee
morale at an
all-time high
Sarah now has a complete view
of how different audience
segments and customers like
Alex progress through the
buyer's journey.
KNOW HOW
CUSTOMERS BEHAVE
Mobilli can provide the next
best action or offer to Alex
by understanding where he
is in his journey and what
motivates him.
PRECISION EMPATHY
Increased customer loyalty and
lifetime value through the design of
orchestrated experiences,
personalized content and offers at
the right time, in the customer's
channel of choice.
BUSINESS RESULTS

Use Cases & Beneﬁts

MXO is listening to Julia’s browsing
activity and intent in real time
Julia clicks on a promotional email
for a new luxury vehicle. Her
Salesforce Subscriber Key is
captured in MXO from the URL
(SFMC_ID is captured as an
attribute).
The previous week, Julia had been
browsing anonymously. Her historic
(unrecognized) data is now tied to
her profile in MXO
MXO checks CRM for Account,
Asset and contract data to enrich
her onsite and outbound
communication experience
Julia completes the
configurator for her
new vehicle
B: MXO captures Julia’s
configuration URL and
after 30 minutes if there
is no secondary HVB,
triggers a push to SFMC
journey builder
Journey Builder adds Julia
to the relevant journey for
‘completed configurator’
Julia receives personalized
communications prompting
her to visit her local dealer for
a test drive
A: Julia’s High Value
Behavior (HVB) triggers
an opportunity (lead)
creation direct to
dealers, if her contract
data meets the criteria.
MXO - Medallia Experience Orchestration
HVB - High Value Behavior
SFMC - Salesforce Marketing Cloud
Connection Online to Offline

James uses the energy
savings calculator to see
what recommendations
are provided
James searches and clicks into
his energy/utility company
website to understand ways in
which to lower his family’s
energy bills
He explores saving tips
provided, sees a prompt that
existing customers can login for
additional savings opportunities
Customer intent leading to ‘Next Best Action’
Customer unknown
but profile created
Behavior / intent
analyzed by MXO
Customer identified and
profile stitched to
journey with intent
James may decide to
leave and explore this at
another time.
Personalized email/messaging
based on intent and most
appropriate solutions and services
Schedules a call back or
hand-off to SMS/Webchat to
explore savings with agent
After logging in, sees affordable
personalized pricing options with
targeted savings through services:
● Replacement
● HVAC Servicing
● Smart Home
● Net Zero
Eligibility rules and intent along
with existing customer profile
(energy usage, anomalies) steer
to next best actions
Switches to more suitable billing
plan and sources appropriate
solutions and services to optimize
his energy savings

Benefits of orchestration
Improved customer query
and issue resolution
46%
Arming sales and
support staff with
better information
37% More relevant and tailored
service, communication,
and offers
35%
Improved products
and services
39%
Reacting quicker to
moments of customer
attrition risk
36% Enabling differentiated
and more accurate pricing
27%

How can I activate orchestration in
my business?

Leaders in experience orchestration likely have adopted some
of these key technologies.
Leading Orchestrators Low-Maturity Organizations
CRM Digital experience
analytics tool
Customer Data
Platform (CDP)
Customer journey
analytics tool
Journey orchestration
platform / engine
to integrate
delivery systems
AI / ML-driven
customer proﬁles
Deloitte Orchestration Research

Consistent & Connected Experiences
According to Deloitte there
are key strategies, teams,
technologies and process across
every function of the enterprise to
activate and deliver individualized
experiences at scale
Coordinated Organizations
Customer-facing teams collaborate
effectively, coordinating their efforts
to grasp customer intent, ultimately
leading to valuable and relevant
interactions
Integrated Data & Insights
A comprehensive, real-time
comprehension of customer intent
and emotional needs, derived from
a collection of CX signals
Integrated Ecosystem
Systems collaborate seamlessly across
customer lifecycle, simplifying process,
reducing effort, and boosting overall
customer satisfaction
Omni-Channel Empathy
Channel experience are
thoughtfully designed to enable
customers to fulfill their desired
experiences with empathy and
effortlessly transition from one
channel to another

Start your
orchestration
strategy by
understanding
customer
journeys
Buy
Delivery
DELAYED
2 items
left in cart
“Product pictures
weren’t clear”
Coupon used
25OFF
Use
Use
Upgrade status:
FAILED
“Amazing
functionality for
the price”
“Let’s highlight
the new features
after setup.”
Get
Help
“Thanks for
diagnosing the
problem so quickly!”
Wait time:
9 mins 38 secs
Chatbot
ABANDONED
Buy
Again
Rating
9/10
GOLD
member
Total spend
up 10%

Thank you

Your Expert Guide to CX Orchestration & Enhancing Customer Journeys

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