CUSTOMER JOURNEY
BY MIKE BAWN, TTEC DIGITAL
ILLUSTRATION PROVIDED BY ADOBE STOCK
THE GPS FOR THE CX HOW JOURNEY ORCHESTRATION
When you look at a map it shows you the geography and the routes to enable you to get to places. But does it tell you what is happening on those routes, in real time, to help you on your journey?
It’ s the same for the customer experience( CX).
Most CX leaders have invested time and resources into customer journey mapping. It’ s a valuable exercise that helps visualize how customers interact with your brand across channels and touchpoints. It helps teams identify pain points, redundancies, and opportunities for improvement.
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DRIVES CX QUALITY.
But mapping alone doesn’ t improve CX quality. That’ s because maps are inherently retrospective. They show what has happened or what typically happens, not what’ s happening now or what may happen later.
Maps also tend to be drawn from the company’ s point of view, reflecting the way its processes flow: not the way customers actually behave.
In today’ s fast-paced omnichannel environment, customers don’ t follow linear paths. They jump between channels, devices, and intents. Just like when you drive and realize you needed to make a stop or see a sign pointing to an interesting landmark or town, or a beautiful bay or lake. Or that an accident just happened and the police are rerouting traffic.
A map can’ t keep up with that complexity. And it certainly can’ t respond in real time when a customer hits a snag or needs help.
WHAT IS CUSTOMER JOURNEY ORCHESTRATION?
That’ s where customer journey orchestration comes in. It is the practice of using real-time data, AI, and automation to guide customers through personalized experiences across channels. It’ s proactive, adaptive, and deeply rooted in context.