What is Experience Orchestration?

Customers expectations have been reset.

Digital-first tech companies have set a new standard for what’s possible -- and now customers expect consumer experiences from every company they interact with. But legacy enterprises have evolved by department while the customer wants to engage holistically, regardless of which channel they are in or line of business they are interacting with.

This challenge imposes your org structure on the customer. The reality is, customers don’t care if they are talking to sales, marketing, or support; they are on a journey to achieve a specific outcome -- whether that’s opening a bank account, changing their cable subscription, or booking a vacation.

XO is meant to help guide customers through that journey.

To compete in the age of the customer, you need to take an active role in shaping the experience you deliver to customers.

What is Experience Orchestration (XO)?

XO is an emerging enterprise capability that enables businesses to monitor customers in real-time and actively shape their experiences to drive radically improved customer and business outcomes. XO is underpinned by three core capabilities: Monitoring, Activation, and Optimization.


Every business monitors their systems, applications, and servers; but very few monitor their most valuable asset, their customers. Monitoring gives enterprises real-time visibility into customer journeys by dynamically tracking customers across all channels and touchpoints. Foundationally, this enables you to know exactly where customers are in their journey, when they experience friction, and where they drop off.


With real-time insights from Monitoring, the next capability in XO is to leverage those insights to actively shape customer experiences. Activation enables businesses to react to customer signals in real-time and guide customers down the happy path or proactively intervene if something goes wrong. Activation taps into underlying systems and channels so you can use your existing technology to deliver the best possible journey.


Best-in-class customer experience is a moving target, which makes the ability to test and learn a core capability of Experience Orchestration. Most organizations know they want to improve the customer experience, but they don’t always know what perfect looks like. Optimization gives these organizations an agile platform to test and learn at scale so they can iterate their way to the best outcomes and quantify the impact of CX initiatives.

Experience Orchestration: Exceeding Customer Expectations in the Age of the Customer

CX has emerged as a board level initiative at every Fortune 500 enterprise. Learn how leading enterprises are transforming their CX strategy, org structure and technology to compete in a highly competitive world where customer experience is king.

Read the Whitepaper

Why is my existing tech not enough?

Experience Orchestration is at the heart of generating loyalty and increasing revenue. New technologies have emerged to enable this transformation, but only XO is positioned to solve them holistically. There are few key vendor categories that sound similar, but fall short of overcoming the challenge at enterprise scale.

Experience Management 

Experience Management (XM) promised to help customer experience leaders understand how customers experience their company. It’s about giving customers a voice and then listening and responding to customers to deliver improved experiences.

As most customer experience (CX) leaders have come to realize, experience management (XM) is incapable of delivering the type of meaningful, uninterrupted, and contextual experiences customers have come to expect. Remember: they’re not just judging you by your industry’s best CX, they’re judging you against the best CX. Simply put, XM isn’t the pinnacle of CX. Rather, leading companies are adopting XO in order to take a more active role in shaping experience as opposed to measuring customer sentiment after the fact. 

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Single Platform Vendors 

Single platform vendors like Salesforce and Adobe have expanded services for customer journeys through acquisition. Salesforce, for example,  expanded SFMC (Salesforce Marketing Cloud) by acquiring and bolting on other technologies like ExactTarget, Evergage, and Pardot. 

How does this type of strategy play out in reality? Many single platform vendors start as category leaders and cobble together other technologies, but in reality they don’t natively work well together and it locks customers into using technology that will inevitably lead to a subpar customer experience.

But most importantly, single platform vendors inhibit a businesses ability to adapt to current and future business needs. As emerging technology like data science, AI, and ML become center stage in improving customer journeys, single platform vendors that lock you in to their suite of technologies are going to fall short as best-of-breed solutions pull ahead in the fight to win on CX. 

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Who is XO for?

Experience Orchestration was born out of enterprise CX initiatives to move from measuring and mapping journeys to orchestrating them. But the value of XO doesn’t stop there -- XO is relevant to any line of business or function owner that wants to make customer experience a competitive differentiator.

The organizations that we see find the most value in XO include: 

  • Customer Experience teams
  • P&L/Line of Business owners e.g. Head of Consumer Banking 
  • Digital Teams
  • Product Teams
  • Marketing Teams 
  • Journey Teams 

There are also some common characteristics that make an organization an ideal candidate for XO. We’ve found that organizations that are focused on optimizing the customer experience across the full lifecycle -- e.g. not just acquisition -- are best suited to realize the benefits. Additionally, business units that want to leverage customer journeys as a vehicle for delivering increased customer and business value are key.

How will XO impact my business?

XO is about maximizing customer and business outcomes. And in a post-COVID world, it is critical that businesses find ways to foster happier customer relationships while simultaneously driving revenue and reducing cost to serve. 

The reality is, if you’re not monitoring customer journeys and improving them in real-time, your organization has very little control over the customer experience. And in a world where customers have more choice than ever, understanding the health and the quality of your CX ris imperative. Customers are going to vote with their wallet based on how happy they are, and this threat increases as optionality continues to explode. 

The good news is, there is a direct relationship between the quality of customer journeys, customer loyalty, and business metrics. Customer journey performance is the leading indicator of your P&L, and if you are deploying XO effectively in your organization, you can quantify the impact of journey improvements on business metrics. 

We have seen businesses leverage XO to drive immediate impact in three key business areas: 

  • Cost Reduction: Driving down cost to serve by being proactive at scale, increasing digital adoption and improving the efficiency of customer journeys
  • Retention: Captivating customers on day 1 with 1:1 onboarding and winning them for life by preventing negative outcomes before they happen.
  • Growth: Using what you know about customers to create personalized upsell opportunities that drive organic growth.

Sometimes people just need an extra nudge, and the ability to send that nudge exactly when a customer needs it is all that matters”

Learn how Schneider Electric leverages Usermind's XO Platform to deliver a personalized, 24/7 digital experience that resulted in a 30% increase in retention and a 130% increase in engaged users.

Want to take control of your customer journey?


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