The Importance of Customer Journey Orchestration

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Optimizing customer experience is table stakes these days, as we all know. Doing so consistently, and in a way that balance organizational strategy with competitive pressures, and customer expectations in a consistently improving way can be a challenge, however. Enter customer journey operations, which should be a critical component of any enterprise organization’s customer experience strategy. It is a function that allows for the standardization of strategy, implementation, and measurement of customer journeys. By establishing a framework for governance of the customer experience and the people, processes, and platforms that affect CX, customer journey operations ensures that the customer experience is optimized over time.

First, how does customer journey operations differ from marketing operations?

Marketing operations and customer journey operations are two distinct but complementary functions within an organization. Marketing operations is focused on the planning, execution, and measurement of marketing campaigns and programs. This includes managing the budget, resources, and processes required to deliver effective marketing initiatives. The primary goal of marketing operations is to ensure that marketing campaigns are executed efficiently and effectively, and that they deliver measurable results.

On the other hand, customer journey operations is focused on the overall customer experience. This includes managing the customer journey from awareness to post-purchase, and ensuring that the customer experience is consistent and positive across all touchpoints and interactions. The primary goal of customer journey operations is to understand the customer’s needs and preferences, and to deliver a seamless and personalized experience that meets those needs. By standardizing the customer journey, providing a framework for governance, and establishing systems of continuous improvement, organizations can ensure that they are meeting the needs of their customers and building long-term loyalty.

Standardizing journeys and the way they are created

One of the main benefits of customer journey operations is that it allows for standardization of the customer journey. This means that the customer experience is consistent across all touchpoints, channels, and interactions. This is important for several reasons.

Firstly, it helps to ensure consistency in the customer experience. When customer journeys are standardized, it means that customers can expect a consistent experience regardless of which touchpoint they are using or which employee they are interacting with. This helps to build trust and confidence in the organization, as customers know what to expect when they engage with the business.

Additionally, standardizing customer journeys makes it easier to manage and improve them. When customer journeys are standardized, it means that there are clear processes in place for managing and updating them. This makes it easier for organizations to identify areas for improvement and make changes to the customer journey in a way that is efficient and effective. Additionally, by having a standardized approach to customer journeys, organizations can more easily track and measure the success of their efforts, and make data-driven decisions about how to improve the customer experience.

Overall, standardizing the way that an enterprise business approaches the creation of customer journeys is essential for ensuring consistency, managing and improving the customer experience, and building trust and loyalty with customers.

Governance for the customer experience

Governance of customer experience operations is critical to the success of the enterprise in today’s highly competitive marketplace. With an increasing number of choices available to customers, it is essential that organizations provide a positive and consistent customer experience across all touchpoints and channels. This requires a framework for governance that ensures that the customer journey is standardized, and that systems are in place for continuous improvement.

One of the key reasons why governance of customer experience operations is so important is that it helps to ensure that the organization is meeting the needs of its customers. By establishing a framework for governance, organizations can identify pain points in the customer journey and address them in a timely manner. This helps to build trust and loyalty among customers, who are more likely to remain with the organization over the long term. Additionally, by providing a seamless and personalized experience that meets the needs of customers, organizations can differentiate themselves from competitors and drive revenue growth.

Another important reason why governance of customer experience operations is critical is that it helps to ensure compliance with regulations and industry standards. With increasing regulatory requirements around data privacy and security, it is essential that organizations have systems in place to manage risk and ensure compliance. By establishing a framework for governance, organizations can ensure that they are meeting regulatory requirements and mitigating risk, which helps to protect the organization and its customers.

Establishing continuous improvement for CX

Finally, customer journey operations establishes systems of continuous improvement. This means that the customer experience is regularly evaluated and optimized. This is important because customer needs and expectations are constantly changing, and it is important to stay ahead of the curve. By regularly evaluating and improving the customer experience, organizations can ensure that they are meeting the needs of their customers and delivering a positive experience.

Customer journey operations should be a critical component of any enterprise that is looking to deliver a positive and consistent customer experience. By standardizing the customer journey, providing a framework for governance, and establishing systems of continuous improvement, organizations can ensure that they are meeting the needs of their customers and building long-term loyalty.

Greg Kihlstrom
Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide, Victoria’s Secret, and Toyota.

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